JDE Peet’s has announced that its L’OR Espresso brand has entered into a new global partnership with Ferrari.
The collaboration will see L’OR Espresso embark on a new chapter alongside Ferrari in the FIA World Endurance Championship (WEC). The WEC is the world’s premier international sportscar championship and includes the legendary 24 Hours of Le Mans.
L’OR Espresso branding will be visible throughout Ferrari’s WEC racing environment, including branding on the Ferrari 499P Hypercar and driver uniforms. L’OR Espresso will also partner with Ferrari to create bespoke content and activities to “celebrate the awakening of the senses, intensity of experience, and passion that racing and coffee bring to our lives.”
L’OR Espresso will also be served using L’OR Barista brewing systems in Ferrari Hypercar team hospitality for racing team personnel, partners, and guests at WEC events around the world.
The collaboration will culminate with the launch of a limited edition bespoke range of coffee and coffee brewers.
Fiona Hughes, Chief Marketing Officer at JDE Peet’s, commented: “We are thrilled to launch our new global partnership with Ferrari. Through this partnership, we continue to demonstrate our commitment to consolidate L’OR Espresso as a global premium coffee brand.
“L’OR Espresso awakens your senses to experience the power of Ferrari. The sensorial link between the two brands is obvious: leading in passion, in intensity of experience and in exquisite craftsmanship. L’OR Espresso will provide the Ferrari endurance team with the focus they need and allow the fans to be fully immersed in the experience.”
