By Jake 
Prestigious branding is one of many marketing strategies in the coffee industry. Often leveraged by multinationals such as Nespresso and Lavazza, it can be an effective tactic for differentiating in a competitive market and driving consumer interest.
It seems some in the specialty coffee sector may also be taking a similar approach. On 22 October 2024, the recently acquired La Marzocco announced an exclusive partnership with Porsche. Through the car manufacturer’s website, eager prosumers and dedicated coffee professionals have the chance to buy two limited-edition home espresso machines and a grinder for a considerable price tag.
One-off luxury collaborations are a proven way to generate buzz and pique interest in exclusivity and sophistication in more traditional coffee markets. But in the specialty coffee industry, where high-end varieties and innovative processing methods tend to drive brand appeal, can prestigious marketing be as effective?
I spoke to Darleen Scherer, the founder of coffee consultancy Black Sheep, to find out more.
You may also like our article on whether brand partnerships always help coffee roasters grow.
How exclusivity helps coffee brands drive appeal
Coffee companies use cross-industry partnerships and collaborations to create interest and excitement about new products and drive brand appeal. Partnerships with professional athletes, actors, musicians, clothing brands, and car manufacturers allow coffee companies to attract new audiences and potentially bolster sales.
Luxury branding is a big part of this, especially in the wider commercial market. Large roasters, particularly key players in the European market like Lavazza, Nespresso, and illycaffè, often partner with prestigious fashion and car brands to leverage sophistication and command higher prices.
Darleen Scherer is the founder of coffee consultancy Black Sheep. She has over two decades of experience in the coffee industry and founded Gorilla Coffee and Supercrown Coffee Roasters in New York City.
“Luxury branding in coffee has proven effective, particularly as consumers increasingly view coffee as a lifestyle choice rather than just a beverage,” she says. “Premium coffee brands have successfully leveraged prestigious partnerships to elevate their products from mere commodities to luxury experiences, much like what we’ve seen with fashion designer and street brand collaborations, such as Louis Vuitton x Supreme, Y-3 x Adidas, and Alexander McQueen x Puma.
“When done well, both brands benefit by establishing credibility among a wider consumer base,” she adds.
In early 2024, capsule brand L’OR Espresso (owned by JDE Peet’s) collaborated with iconic Italian luxury sports car manufacturer Ferrari. Borrowing the car brand’s Italian heritage and prestige, the partnership allowed L’OR to tap into consumer interest in elegance and enhance the perceived value of its products. In turn, consumers are more likely to pay a premium price but one that is still within their budget – leading to increased profitability and revenue.
The La Marzocco x Porsche collaboration
Following in the footsteps of large commercial brands, beloved specialty coffee equipment brand La Marzocco recently announced a brand partnership with the prestigious German car manufacturer Porsche. As part of the collaboration, the two companies have designed two limited-edition espresso machines and a grinder, which are available through Porsche’s website – no doubt a strategic move to further emphasise exclusivity.
Designed for prosumers, the Porsche x La Marzocco Linea Micra and Pico grinder are available in the car brand’s new Slate Grey Neo colour and are inspired by the iconic Carrera GT3’s design. Meanwhile, the Porsche x La Marzocco Martini Racing Linea Micra resembles the legendary Porsche 911 Carrera RSR with custom racing stripes and red accents.
The collaboration comes at an interesting time for La Marzocco. In December 2023, Italian giant De’Longhi spent US $374 million to purchase a 41.2% stake in the company. La Marzocco is a well-respected brand in the specialty coffee community. Still, it’s clear that this marketing strategy stems directly from its commercial parent company, much like other heritage European coffee brands.
“The La Marzocco x Porsche collaboration arrives at a strategic moment following the De’Longhi acquisition. This partnership appears designed to reinforce La Marzocco’s premium positioning and heritage credentials while appealing to a growing segment of high-net-worth individuals who view coffee as part of their luxury lifestyle portfolio,” Darleen explains. “The limited edition of just 911 pieces creates an air of exclusivity that resonates with both Porsche enthusiasts and coffee aficionados.”
But does luxury branding work in specialty coffee?
Luxury brand partnerships are tried and tested in the commercial coffee market, often leveraged by multinationals to drive consumer desire for exclusivity and prestige. But are they as effective in specialty coffee?
“These partnerships typically target affluent urban professionals and luxury lifestyle enthusiasts, particularly millennials and Gen Z consumers who value both premium experiences and brand heritage,” Darleen says. “The recent surge of luxury fashion brands opening coffee shops in China perfectly illustrates this, with Gen Z and millennials representing 66% of China’s coffee consumption.”
However, in an industry where consumers value experimental processing methods, high-end varieties, and exceptional quality, prestigious marketing needs to have intention behind it.
“The effectiveness of prestigious partnerships in specialty coffee differs from the commercial industry. While commercial coffee brands can leverage luxury collaborations for mass-market appeal, specialty coffee partnerships need to maintain authenticity and technical credibility,” Darleen says. “The La Marzocco x Porsche collaboration succeeds by combining genuine engineering excellence with luxury design rather than merely adding a premium badge to an existing product.”
La Marzocco’s cult brand commands respect from specialty coffee professionals and enthusiasts. The company has designed some of the most iconic and recognisable espresso machines in the industry. Partnering with Porsche – a car manufacturer known not only for its prestige but also its reliability and longevity – is likely to reassure prosumers of the genuine quality of the collaborative products.
Adding value
While some may feel alienated by the high price tags, home espresso machines are already a premium product that not many can afford. The high price point of the La Marzocco x Porsche espresso machines and grinders naturally targets a niche market. But the exclusivity of the collaboration also appeals to a wider demographic of consumers interested in both brands, making it an effective marketing strategy.
“While most prestigious brand partnerships focus on ‘affordable luxury’, the La Marzocco x Porsche collaboration’s higher price point might add value to the specialty coffee industry,” Darleen says. “With only a US $1,000 difference between the standard Linea Mini and the Porsche edition, owners of such machines are likely to invest in premium coffee, personal barista training, and support of high-end roasters, creating a positive ripple effect throughout the specialty coffee ecosystem.”
Ultimately, for luxury brand partnerships to work well in specialty coffee, they need to feel authentic and have purpose – otherwise consumers may not resonate with them.
“What’s particularly interesting is how coffee equipment manufacturers are finding innovative ways to expand their appeal while maintaining their core values,” Darleen tells me. “The challenge is delivering both style and substance to succeed. Porsche and La Marzocco both pride themselves on style and performance, which is why this collaboration works for those willing to invest in this limited-edition splurge.”
Luxury brand partnerships are successful in the wider commercial coffee market, helping heritage companies build prestige and drive up prices.
The La Marzocco x Porsche collaboration is an example of how prestigious marketing could also work in specialty coffee. Although it’s clearly a result of De’Longhi’s acquisition, the intentionality behind the partnership is likely to intrigue loyal customers.
Enjoyed this? Then read our article on whether celebrity-backed coffee brands add value to the industry.
Photo credits: La Marzocco
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