Founded in Bologna in 1973 and enjoyed across more than 110 countries, global espresso brand Segafredo is now available in in more than 900 Woolworths supermarkets nationally.

The brand, which has been established in Australian cafes for more than 25 years, now brings its premium coffee blends to Australian consumers at accessible price points across a variety of at-home coffee occasions and brewing preferences.

“Segafredo has been part of Australia’s cafe culture for over 25 years, so bringing the brand into Woolworths at this scale is a significant step for us,” said Rob Collier, Managing Director, Segafredo Bean Alliance Australia.

“We’ve developed a range of blends and flavour profiles that we think will resonate with discerning consumers. We look forward to becoming part of more Australians’ everyday coffee routine.”

The Segafredo range comprises:

Whole Coffee Beans (700g, RRP $30)
Casa: bold dark roast delivering full-bodied intensity
Emozioni: 100% Arabica blend with notes of nuts and chocolate
Intermezzo: medium roast with a smooth, balanced flavour profile

Coffee Capsules (10 pack, RRP $8)
Supremo: 100% Arabica
Classico: balanced signature blend
Intenso: deeper, more intense profile

Instant Coffee (100g, RRP $12)
Classic: smooth granulated coffee
Gold: rich freeze-dried blend with an aromatic finish

‘Take Your Shot’

The launch also marks a new phase of evolution for the brand in Australia through the introduction of “Take Your Shot” – Segafredo’s new global campaign platform, positioning the brand as the coffee for Australians who give things a go and back themselves.

The campaign taps into the daily rituals behind our individual goals and challenges: the early starts, long hours, personal wins, and moments of pause that shape Australian life.

“Take Your Shot is built on a simple insight – Australians back themselves every day, in ways big and small,” said Aggie Vlotman, Head of Marketing, Segafredo Bean Alliance Australia.

“Segafredo fits into that rhythm as a consistent, quality coffee that’s there for the start, the push, and the pause.”

Launching across OOH, paid social, and organic channels, the campaign positions Segafredo within the momentum of Australian life – not as the reason people succeed, but as the ritual that sits beside the journey.