Segafredo: New global positioning launched. Spencer & Lewis appointed for PR and Media Relations

The brand kicks off the 2026 campaign to support its new strategic phase.

With “Take Your Shot,” Segafredo opens a new chapter in its positioning. This choice translates into a narrative structured across three strategic pillars: a clearer and more distinctive identity, a quality born in the bar that extends consistently to the home, and concrete responsibility throughout the entire supply chain.

To support this storytelling and manage relations with trade and generalist media, the company has chosen Spencer & Lewis, an Independent Communication Group associated with UNA – Aziende della Comunicazione Unite. The group will lead the strategy for what is, in every respect, an iconic brand and one of the most recognized in the world. Strengthening a history rooted in the tradition of espresso, the brand has decided to embark on a path of evolution and reinforcement that already includes several major milestones throughout the year.

“Segafredo is undergoing a profound phase of evolution, in which we have chosen to rethink how we tell the brand’s story and take a clearer, more contemporary stance in a category often tied to established codes,” says Fabio Felisi, CEO of Segafredo. “The collaboration with Spencer & Lewis stems from this need: to build a solid and distinctive narrative, consistent with what Segafredo is today and the role it wants to play in the future, speaking to the market in a more authentic and relevant way.”

Segafredo is part of the Massimo Zanetti Beverage Group, one of the leading global operators in the coffee sector, present in over 110 countries and active in the Horeca, retail, and e-commerce channels.

The primary objective for Spencer & Lewis will be to interpret and enhance the brand’s new vision:
“We are measuring ourselves against an authentic symbol of coffee tradition and culture in Italia, with a heritage rooted in over half a century of history. From here, it will evolve into something new, yet always recognizable and, if possible, even closer to the people,” comments Aurelio Calamuneri, Client Director at Spencer & Lewis, who is responsible for managing the team and the project. “The challenge, therefore, is to bridge the past and the future in an engaging way with a value-driven narrative that tells the story of a global brand’s resourcefulness—one that has grown worldwide while maintaining an authentic root in daily coffee contexts. The strategic plan aims to intercept an even more heterogeneous media target and, consequently, a more varied audience to whom Segafredo wants to address its new message: ‘Take Your Shot!’”

Alongside Segafredo’s new face is a promise that continues over time: in addition to a physical presence at major national lifestyle and corporate events, the communication roadmap will also centrally feature the story of Segafredo’s commitment to a sustainable supply chain, quality production, and a market approach based on credibility and innovation.

For further information: Spencer & Lewis per Segafredo.