Corporative News

● The partnership strengthens Lavazza’s presence in the Spanish market, a key territory for the Italian brand, and consolidates Varma Food & Care’s functional beverage vertical. ● This strategic agreement positions Varma Food & Care as a key distributor of Lavazza’s range of ground coffee, coffee beans, and compatible capsules in off-trade and online channels. ● Both companies, with strong family roots, share values of excellence, innovation, and commitment to their teams. Madrid, October 20, 2025. – Lavazza, the iconic Italian premium coffee giant, and Varma Food & Care (VF&C), Varma’s division specializing in functional foods and beverages, today announced the signing of a strategic distribution agreement that marks a milestone in their respective plans for growth and consolidation in the Spanish market. Starting January 1, 2026, Varma Food & Care will become the official distributor of Lavazza’s prestigious range of coffees in modern trade, convenience and independent channels, and e-commerce. This agreement represents a decisive step toward achieving the strategic objectives of both companies. For Lavazza, this strategic alliance with a partner of the stature of Varma Food & Care will strengthen its already solid commercial position as the third largest coffee manufacturer in Spain, expanding its reach and accessibility, and improving its overall experience with consumers in our country, where the premium coffee culture has been evolving rapidly in recent years. For Varma Food & Care, it represents a significant boost in the diversification of its portfolio and the consolidation of its business unit, projecting growth of close to 30%. Founded in Turin in 1895, Lavazza has been owned by the same family for four generations and is currently one of the world’s leading coffee brands, with a presence in 140 markets. With 130 years of history, Lavazza is recognized for its entrepreneurial spirit, global brand strategy, and strong commitment to innovation, quality, and craftsmanship. With global revenues of €3.35 billion in 2024, up 9.1% from 2023, and a market value in the Spanish mass market channel of €33.5 million, up 23% from the previous year*, the Italian brand is synonymous with quality and pleasure during the ritual of premium coffee consumption. Varma Food & Care will distribute its range of ground coffee, coffee beans, and Nespresso-compatible capsules** and its proprietary A Modo Mio system, responding to consumer demand for excellence in every cup. The addition of Lavazza to Varma Food & Care’s portfolio enhances the company’s offering in the functional food and beverage vertical. Igor Nuzzi, Italy & Iberia Regional Director of Lavazza, states: “We are very pleased to have Grupo Varma as our new distributor for the home consumption channel in Spain. It is a company with extensive and consolidated experience in the Spanish market, recognized for its firm commitment to consumers, customers, and the brands it represents. Thanks to this collaboration, we aim not only to increase the accessibility of our products, but also to consolidate our position as the benchmark for premium Italian coffee in Spain, bringing our quality, excellence, and passion to more and more homes in our country.” Miguel Ángel Sánchez, CEO of the Varma Food & Care business unit, comments: “This partnership with Lavazza is the perfect choice for our beverage vertical. Beyond its premium positioning and international track record marked by innovation and quality, we are proud to align ourselves with a company that shares our core values: its deep-rooted family business character, its tireless pursuit of excellence in every detail, and its deep commitment to the well-being and development of its employees.” This solid alliance, built on shared values, promises a bright future for both companies in the Spanish market. Lavazza & Varma Food & Care are poised for a successful 2026, consolidating their position in the consumer goods sector and generating significant value for their partners, customers, and, especially, consumers, who will benefit from a more accessible and diversified premium coffee offering. *Source: Nielsen Coffee Market Spain Rolling Year September 2025. **Lavazza is not affiliated with, endorsed by, or sponsored by Nespresso. Further information

Initiative, the media agency of the IPG Mediabrands group, has been selected by Varma to lead its comprehensive media strategy. This award marks a milestone for both companies: on the one hand, it reaffirms Varma’s commitment to continuing to evolve its communication model and relationship with its audiences; on the other, it reinforces Initiative’s position as a strategic partner for brands seeking to grow through creativity, innovation, and data. With more than 80 years of history, Varma is a Spanish family-owned company and a leader in the distribution of spirits, wines, food, and personal care products. With an extensive portfolio that includes more than 50 brands, such as Ron Barceló, Vermouth Yzaguirre, Macaronesian, and Marqués de Vargas wines, among others, the company faces the challenge of continuing to lead its category in a context of changing consumption patterns and new communication demands. In the words of Beatriz Álvarez, Marketing Director at Varma: “The Initiative team has demonstrated not only a deep understanding of the market and great strategic ability, but also a modern and innovative vision of how to activate our brands in environments as specific and regulated as ours. We found their focus on meaningful connections with consumers and their proposal to evolve key projects such as Desalia to be particularly distinctive.” Initiative x Varma: An innovative approach that goes above and beyond The Initiative team has opted for an innovative proposal. The approach includes a detailed media plan that can be activated immediately, advanced brand analysis tools, and a vision of branded content that goes beyond, towards Brand Entertainment. All of this has allowed the agency to connect more precisely with Varma’s current challenges: an extensive portfolio, the establishment of new categories such as NoLo (non-alcoholic or low-alcohol) and the need to attract new audiences without diluting its leadership. “Working with a company like Varma is an exciting opportunity. Few companies can boast a legacy like theirs: more than 80 years building a catalog of over 200 brands that have driven market trends. But in an environment where tradition is important but sometimes not enough, the key is to evolve without losing the essence. And that’s where Initiative comes in.Our mission is to accompany Varma in this process, combining strategy, innovation, and entertainment to connect with audiences of the present and the future,” affirms Vicente Ros, Managing Director of Initiative. Ron Barceló Desalia: the beginning of a new era One of the project’s highlight points will be the evolution of Desalia, Ron Barceló’s iconic event. Initiative’s proposal redefines the format, evolving it into a high-impact entertainment and leisure experience that transcends its origins as a party to become an experiential brand ecosystem relevant to new generations. According to Marta Malo, Paid Media Manager at Varma: “At Varma, we don’t believe in conventional strategies that seek to impact consumers; we build our communication with the aim of being relevant to our audience and generating an impact on them. To do this, it is very important to know them in detail and always look for new ways to reach them, and that is something that Initiative has understood perfectly”. “At IPG Mediabrands, we are not satisfied with what already works. We always seek to go further, pushing the boundaries of marketing and bringing to life the most groundbreaking ideas we have in mind. Working with Grupo Varma is a unique opportunity to apply all our expertise and offer something that is not only seen, but felt and remembered,” says David Colomer, CEO of IPG Mediabrands Iberia. With this adjudication, Initiative consolidates its position as one of the most important agencies in the Spanish market, with a working model focused on strategy, creativity applied to the medium, and the use of data to maximize its clients’ growth.

To celebrate Milan Design Week 2016, the Italian liqueur launches this unmissable new jar designed by the famous brand Studio Job, a real collector’s ítem   Disaronno, the most consumed Italian liqueur in the world, becomes the star of Milano Design Week 2016 and presents the limited edition jar, produced in collaboration with renowned designers Studio Job. Only 5000 jars have been made, making it a truly unmissable item. The original and irreverent touch of Job Smeets and Nynke Tynagel, considered to be among the leading exponents in the international design scene, transforms the jar into a collector’s item, drawing inspiration from the unique taste of the brand’s flagship cocktail, the Disaronno Sour The drink’s mix between “sweet and sour” – made with Disaronno and lemon juice – gives rise to a web of iconographic symbols in contrast to one another: from the rose to the gun, from the heart to the skull, all in perfect “Studio Job” style. The Disaronno jar, which reintroduces common practice during the 1920s Prohibition in America, when cocktails were served in glass jars in order to camouflage their contents, will be officially presented on Wednesday 13th of April during Milan Design Week. Disaronno will in fact have its own float taking part in the first ever Design Pride, an exciting pop parade which is a real carnival of design and will be attended by other brands such as Seletti, Gufram, Pepsi, Radio DeeJay and Toiletpaper. From 7:30pm, the procession will make its way through 5VIE and eventually conclude at Piazza Affari with a celebratory party open to the public, organized by Disaronno for the launch of the jar. “Disaronno takes part in Milan Design Week for the third consecutive year, but this year it is so much more meaningful, thanks to the collaboration with the non plus ultra of international design,” said Paolo Dalla Mora, Global Communication Director of Disaronno. “Working with Studio Job was exciting: our Disaronno Sour cocktail will be served in a real gem of design, a combination of tradition and innovation, which is consistent with our philosophy. A gift for us that we hope will in turn become a gift to the people of Design Week.”

The Spanish spirits market burns with the arrival of Fireball Cinnamon Whiskey, the iconic Canadian whiskey infused with cinnamon bursting in our country with Varma Spirits & Wines, the national distributor spirits and wines leader in Spain. The success of Fireball Cinnamon Whiskey in foreign markets has reached unprecedented levels. In other countries, Fireball has positioned itself as one of the best premium spirits world – in the Top 20 worldwide- and is the leading brand of millenialls parties, to the point of becoming the second mark spirituous best performing in recent years. His popularity in the US has increased exponentially over the last four years, in which the brand has gone from 0.1M to 4.6M 9-liter cases. Fireball is already present in the European market: UK, Sweden, Finland, Germany, France and finally lands strongly in Spain. In the words of Jorge Cansinos, CEO of Varma Spirits & Wines, “We are very pleased with this agreement to begin distributing in Spain such a powerful and attractive brand internationally. With Fireball we do not only expand our extensive portfolio, but we do it with a reference, an example to follow in growth within the industry. “ Fireball Cinnamon Whiskey was a pioneer among spirits from around the world thanks to a novel ingredient: the infusion of cinnamon as an essential element of their development process liquor makes this a unique product with irresistible sweet and palatable taste. Fireball Cinnamon Whiskey is served in frozen shot glass, to create a strong contrast between the cold and spicy and spicy touch. That cinnamon flavor, sweet and irresistible, also provides the liquor versatility to match similar citrus flavors and drinks. *Source: Impact Magazine, Report ‘Hot Brands 2015’, spirits category.

Marqués de Vargas expands its horizons and launches a new Olive Oil Organic Extra Virgin brand, with a very traditional product of La Rioja. This new line has been developed with great delicacy, surrounding himself with the best experts and following a strict production process to get this oil with excellent results. Among the features of this new Extra Virgin Olive Oil, Marqués de Vargas emphasizes its ecological character and its development of Coupage, as a mixture of Arbequina and Royuela. Aberquina oil is considered one of the most exquisite, because of its marked fruity and slightly pronounced bitterness and pungency. These flavours leave a sweet feeling, very accustomed to the taste of less consumption of olive oil tastes. On the other hand, oil Royuela known for its richness in bitter and pungent features. The new Extra Virgin Olive Oil Ecological Marqués de Vargas, is D.O.P. Oil Rioja, where the oil with the designation of origin is the result of good work of La Rioja processors and adaptation to modern systems development and culture. Oil La Rioja has very different characteristics, its distinction is conferred by the weather and the type of soil conditions of the region. In appearance, it has a fatty, clean and bright liquid, yellowish green. Its aroma or flavour is fruity, pleasant and intense with aftertaste of almond and artichoke. The palate is something sweet and nutty, a medium bitterness and pungency. An excellent combination where Royuela brings more complexity to the Aberquina. In the process, the Extra Virgin Olive Oil Ecological Marqués de Vargas experiences a cold extraction by mechanical means.

Marqués de Vargas assumes the saga of four generations dedicated to the development and marketing of excellent Rioja wines. Wine production was well received in the market and encouraged the family to extend their legacy to other representative Qualified designation of origin: Ribera and Rias Baixas, continuing with the parameters of high-end wines, vines and a limited production. The philosophy of Marqués de Vargas Winemakers is based on the development of distinctive wines, with personality, reflecting the typical characteristics of each of Qualified designation of origin to which they belong. The premise of constant innovation and development of Marqués de Vargas has led to a powerful renewal in their products. The differential nature of Qualified designation of origin to which they belong is perceived in the 180-degree experience both in wine and packaging, with a substantial improvement to win in elegance and contemporary, reflecting the indisputable excellence of its wines. Marqués de Vargas Private Selection 2010 Excellence designation of origin Marqués de Vargas Winery is located in the centre of his own vineyard, placed in Rioja Alta, the heart of the Ebro Valley, in the famous area of “Los Tres Marqueses “. Marqués de Vargas Selección Privada was born as a personal and different wine, an exclusive limited production from a selection of areas El Consul, La Misela and Terrazas, whose vines have an average age of over 40 years. This wine, initially developed only for family consumption, was the first in Spain to be aged in new oak russian barrels. Friends and consumers who visited the winery suggested to offer it in the market and make it known internationally, soon Marqués de Vargas Selección Privada became a benchmark for high-end wines worldwide. Tasting notes: This vintage is characterized by the depth of colour. Scent of eucalyptus, menthol, very fresh and persistent. The palate is tasty, with sweet, long, exquisite tannins, because of the good combination between acidity and tannins from Caucasus oak. It is a sophisticated, elegant and long life wine.