Segafredo has launched into Woolworths nationwide, bringing eight products across whole beans, capsules and instant coffee to Australian shelves.
Established in Australian cafés for more than 25 years, Segafredo has built a following through its global reputation and understanding of how Australians drink coffee.
Segafredo Bean Alliance Australia managing director Rob Collier said: “Launching into Woolworths is a significant milestone for Segafredo in Australia and an opportunity to bring the brand within reach of more Australians than ever before,”
“Australians have some of the most sophisticated and diverse expectations when it comes to coffee, so we’ve developed a range of blends and flavour profiles that we think will resonate with our discerning consumers here, while making great quality coffee more accessible for everyday life.”
The rollout is supported by strategic communications led by The Concierge Agency.
The launch also marks a broader evolution for Segafredo through the introduction of ‘Take Your Shot’, its new global campaign platform. The campaign has positioned the brand as the coffee for Australians who give things a go and back themselves. It taps into the daily rituals behind individual goals and challenges: early starts, long hours, personal wins, and moments of pause.
Developed in collaboration with creative and social agency Kill Boring Dead, the campaign aims to position coffee not as a product, but as a ritual that sits alongside ambition.
Segafredo Bean Alliance Australia head of marketing Aggie Vlotman said: “Take Your Shot is built on a simple insight — Australians back themselves every day,”
“Coffee is part of that rhythm. It’s there for the beginning, the pressure, the reset and the small moments in between. We wanted to evolve the way Segafredo shows up in culture while staying true to the authenticity and heritage the brand is known for.”
The campaign featured a group of Australians who have each backed themselves in different ways.
Content creator and actress Celeste Joan fronted the capsule range to represent ambition driven by consistency, creativity, and confidence in the unknown.
Filmmaker and endurance athlete Brody Searle led the beans category, to reflect ritual, discipline, and performance.
The instant coffee range was represented by Sam Mac, Australian media personality, whose career has been built on embracing opportunity and backing himself along the way.
The campaign has launched across OOH, paid social, and organic channel.
