2017 ends with an important novelty for Lavazza, which has decided to bet on the Italian streaming service Chili, acquiring 25% of the shares for around 25 million euros.
After the acquisitions in the Use and Canada, after the renewal of sponsorship at the prestigious Wimbledon tennis tournament, Lavazza is now setting its course on TV.
The investment – Luigi Lavazza Spa specified – was made by “a financial holding company attributable to the Lavazza family”. With this operation, the coffee-producing company becomes the second shareholder of Chili, a service launched in 2012, together with the majors Sony, Viacom and Paramount Pictures and private investors, including the Passera family and Antonio Belloni, director of Lvmh .
Chili, which currently has around one and a half million users, is an evolution of traditional home video and offers content that is paid for as you use it, therefore without the need for a subscription as in the case of Netflix.
