Lavazza Australia has partnered with language-learning app Duolingo to provide free Italian lessons to customers through complimentary subscriptions.
The promotion marks the launch of Lavazza’s new Espresso Barista whole-bean range, after research revealed a popular interest in language learning at a time when international travel is restricted by the coronavirus pandemic. Interest was most pronounced in younger consumers, however only 10 per cent of Baby Boomers expressed any enthusiasm for learning a foreign tongue.
More than a quarter of Australians surveyed named Italian as their second language of choice, followed by Spanish, French, Japanese and Mandarin.
Duolingo has seen solid growth in its Australian user base following the Covid-19 outbreak, with 190-per-cent growth in new users during March this year.
Meanwhile, almost 30 per cent of Australians report having switched from buying coffee in cafes to making it themselves at home since March.
“The past few months have seen a shift in the way consumers prepare and enjoy their daily coffee,” said Lavazza marketing director APAC Mimmo Orlando. “We’ve seen coffee machine sales more than double compared to this time last year, and we’ve also seen whole bean sales grow by double digits.
“To celebrate the launch of our new and most premium whole bean collection yet, Espresso Barista, we’re looking to help Australians create and perfect a professional barista-level coffee in the comfort of their own home, while making the most of their desire to learn Italian.”