Case study

Coffee roaster Caffè Vergnano grows their brand and increases sales in Europe with Amazon Ads

Coffee roster Caffee

Caffè Vergnano knows a little something about coffee (OK, a lot about coffee). Founded in 1882, this family-run company is one of Italy’s oldest coffee roasteries. Tradition is at the heart of the brand’s philosophy: They use a precise method to slow-roast their beans, which are imported from around the world, creating coffees with delicate, rounded aromas and flavors.

So how did this Italian company expand across Europe and stand out to customers in the highly competitive coffee category? Watch the video to hear from their CEO, Carolina Vergnano, about how the company used Amazon Ads to help grow their brand in new countries, increase sales, and bring high-quality coffee to customers across Europe.

Finding the right blend: Using Amazon Ads to help drive sales

For small and medium-size businesses looking to expand internationally, Vergnano advised, “As the first priority, create a Store and keep it alive and up to date.”

When they started working with Amazon Ads in 2018, Caffè Vergnano’s goals were to help increase sales and build brand awareness. They started by creating a Store to introduce shoppers to their brand and products. Today, the brand sells their coffee across Italy, Spain, Germany, and France, and has a Store in each country to tell their story.

When the brand launched in new countries, they needed help navigating language barriers and—more importantly—reaching new audiences and inspiring them to engage. They used the Amazon Ads suggested keyword localization and custom keyword ranking feature to help do this. Within the ad console, they could see suggested keywords in the local language of the country where their Sponsored Products or Sponsored Brands campaigns would appear. Custom keyword ranking helped Caffè Vergnano sort their suggested keywords based on estimated clicks or sales volume, so they can select high-performing keywords to optimize their Sponsored Products campaigns.

quoteUpThe [feature] we used the most in our strategy was custom keyword ranking, which helped our campaigns be much more effective.quoteDown
— Carolina Vergnano, CEO

Brewing success for the future

For Caffè Vergnano, using Amazon Ads solutions helped boost sales and expand their business.

“We’ve seen great success using Amazon Ads,” said Vergnano. “We started [using Amazon Ads solutions] in 2018, and since then we’ve always had double-digit growth. We saw immediate growth, and long-term [growth] that we’ve been able to maintain over the years.”

The brand plans to expand to even more countries to continue bringing their coffee to customers around the world, one cup at a time.