Ferrari has partnered with l'OR Espresso, marking a trend among European heritage coffee roasters to collaborate with luxury brands. This strategy aims to differentiate products in a saturated market, where commercial coffee companies are struggling to stand out. The partnership between the racing icon and the commercial coffee brand might seem odd, but it reflects a historical marketing approach that seeks to align the coffee brand with luxury and sophistication. By associating with prestigious brands, these coffee companies can command higher prices and target the "mass premium" consumer segment. Although this approach may seem old-fashioned, it continues to be effective for these heritage brands, as they prefer to market based on traditional values and associations rather than trying to compete in the specialty coffee market.
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