MILAN, Italy – On the occasion of International Coffee Day, illycaffè presents “Why We Make It”, the new international campaign that shares the values and motivations guiding every production choice. Following “Mind the Coffee Cup – The Future of Coffee Under the Lens”, which in 2024 spotlighted regenerative agriculture, illy takes another step forward by opening the doors to its world and inviting consumers to discover, directly and transparently, the journey from bean to cup.
“Explaining our choices is today a duty of transparency and responsibility toward consumers,” says Cristina Scocchia, CEO of illycaffè.
“Behind the unmistakable taste of our coffee lies so much to share: the rigorous selection of the top 1% of Arabica beans in the world, our commitment to regenerative farming practices, and no fewer than 340 quality checks. It’s a journey that unites science and human sensitivity, innovation and tradition.”
The campaign comes to life with two large pop-ups in Milan and New York and with a commercial filmed at the Trieste facility, featuring illy employees alongside the refined techniques of selection, drying, blending, roasting, grinding, and pressurization perfected over 90 years of experience.
It is the voices of illy professionals that narrate what the company describes as a true obsession with quality, unveiling the behind-the-scenes of production: over 450 coffees are tasted every day, 340 quality checks are carried out, and nine of the world’s finest Arabicas are orchestrated with skill to ensure a constant taste, always identical and unmistakable, across its three aromatic profiles: Classico, Intenso, and Forte.
The process is crowned by pressurization, which enhances the aroma of the coffee and preserves it over time in an inert atmosphere.
“We’re not just sharing how we make our coffee, but why we make it,” continues Scocchia. “We want to accompany people on a journey of discovery into what lies behind every cup: a complex world rich in expertise, responsibility, and passion.”
With “Why We Make It”, illy reaffirms its role as an ambassador of Made in Italy and a pioneer of coffee culture: a narrative that transforms quality into an educational experience, open to all, in Italy and worldwide.
The post International Coffee Day 2025: illy presents “Why We Make It,” the campaign that reveals the “whys” behind every cup appeared first on Comunicaffe International.
