Vittoria Coffee
An Australian coffee brand developed from a Sydney family importing and roasting business.
Last updated August 25, 2026
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Overview
Vittoria Coffee is an Australian coffee brand manufactured by Vittoria Food and Beverage. Its roots lie in Cantarella Brothers, a Sydney food-importing business established in 1947 by brothers Orazio and Carmelo Cantarella. The business began roasting small quantities of premium Arabica coffee in 1958 at its premises in Haymarket, initially supplying Italian cafés in Sydney. This early focus connected the brand with the postwar growth of Italian-style café culture in Australia and established coffee roasting as an important part of the family business. After Carmelo Cantarella died, Orazio bought his brother's shares and continued the business. Les Schirato joined Vittoria Coffee in 1974, later leaving the company before marrying Orazio's daughter, Luisa Cantarella. He returned to the business in 1981 and helped move Vittoria beyond the café and hospitality channel. One of his most significant commercial initiatives was the launch of vacuum-packed ground coffee for Australian supermarkets. At the time, supermarket coffee was overwhelmingly sold as instant coffee, so the move introduced a branded ground-coffee proposition to a much wider consumer audience. Schirato became chief executive in 1992 when Orazio stepped down. Ownership subsequently became concentrated between Les Schirato and Luisa, who together acquired a majority holding, while Luisa's sister retained the remaining minority interest according to the available reference material. The business has remained associated with family ownership and management, with their son Rolando identified in reference material as a potential successor to Les Schirato. Vittoria's portfolio spans roasted coffee in whole-bean and ground formats, packaged retail coffee, coffee pods and capsules, and coffee equipment. Its Espressotoria range extends the brand into proprietary pods, including capsules compatible with Nespresso machines, as well as brewing machines. The combination of retail coffee, café supply, single-serve products and equipment gives the company a presence across home consumption and food-service channels. The brand has also used high-profile advertising to strengthen its consumer profile. In 2010, actor Al Pacino appeared in a Vittoria print and television campaign directed by Barry Levinson and produced by Ridley Scott's RSA. Vittoria began expanding into the United States in 2014, adding an international dimension to a business historically centered on Australia. In 2024, the Federal Court of Australia dismissed claims brought by Douwe Egberts concerning Vittoria's branding and marketing of coffee products, including a 400-gram freeze-dried coffee product. Vittoria remains an active Australian coffee brand operating under Vittoria Food and Beverage.
History
Vittoria Coffee developed from Cantarella Brothers, a Sydney food-importing business founded in 1947 by Orazio and Carmelo Cantarella. The brothers began roasting premium Arabica coffee in 1958 at their Haymarket premises. Their initial customers were Italian cafés in Sydney, making the company part of the development of espresso-oriented café consumption in Australia. Following Carmelo's death, Orazio acquired his brother's interest and continued the business. Les Schirato joined Vittoria Coffee in 1974. He later left the company, married Orazio's daughter Luisa, and returned in 1981. Schirato's return was followed by a major distribution initiative: Vittoria introduced vacuum-packed ground coffee to Australian supermarkets. This was a significant channel expansion because supermarket coffee at the time was dominated by instant products. The retail launch helped make packaged ground coffee available to a mass consumer audience while preserving the company's association with premium coffee. Orazio Cantarella stepped down as chief executive in 1992 and Schirato succeeded him. The Schirato family subsequently became the controlling shareholder group, with Les and Luisa reported to hold 51 percent after purchasing shares from Orazio and from Luisa's siblings Giulio and Muzio. Luisa's sister retained the other 49 percent. The available account identifies Rolando Schirato, the couple's son, as an anticipated successor to Les, illustrating the continuing family character of the enterprise. The brand expanded its product architecture beyond traditional roasted coffee. Vittoria products include whole-bean and ground coffee, retail formats, and single-serve pods. Through the Espressotoria brand, the business also offers its own capsules, including products compatible with Nespresso systems, together with coffee machines and related brewing equipment. These products support both home preparation and the broader café and food-service market. Marketing became more prominent as Vittoria pursued consumer recognition. In 2010, Al Pacino appeared in a Vittoria print and television campaign. The campaign was directed by Barry Levinson and produced by Ridley Scott's RSA, giving the Australian coffee brand an internationally recognizable advertising platform. In 2014, Vittoria started expanding into the United States. The brand later became involved in a commercial litigation dispute with Douwe Egberts. In November 2024, the Federal Court of Australia dismissed Douwe Egberts' allegations of passing off, misleading and deceptive conduct, and trade mark infringement. The proceedings related to competition in instant coffee and included Vittoria's 400-gram freeze-dried product. Vittoria is described as a brand manufactured by Vittoria Food and Beverage and remains active in the Australian coffee market.
- 2024
Federal Court dismisses Douwe Egberts litigation
[1]The Federal Court of Australia dismisses Douwe Egberts' claims relating to passing off, misleading or deceptive conduct, and trade mark infringement.
- 2014
United States expansion begins
[1]Vittoria Coffee begins expanding its operations and market presence in the United States.
- 2010
Al Pacino advertising campaign
[1]Vittoria launches a print and television campaign featuring Al Pacino, directed by Barry Levinson and produced by Ridley Scott's RSA.
- 1992
Schirato becomes chief executive
[1]Orazio Cantarella steps down as chief executive and Les Schirato succeeds him.
- 1981
Schirato returns to Vittoria
[1]After a period away from the business, Les Schirato returns to Vittoria Coffee.
- 1974
Les Schirato joins the company
[1]Les Schirato begins working at Vittoria Coffee, later becoming a central figure in its retail and management development.
- 1958
Coffee roasting begins
[1]The Cantarella brothers begin roasting small quantities of premium Arabica coffee at their Haymarket premises for Italian cafés in Sydney.
- 1947
Cantarella Brothers is founded
[1]Orazio and Carmelo Cantarella establish a Sydney food-importing business that later develops into the Vittoria Coffee enterprise.
Products and positioning
Premium and accessible Italian-style coffee for cafés, food-service operators and home consumers, with a heritage rooted in Australian family roasting and importing.
Whole-bean and ground coffee · 1958
Vittoria roasted coffee
The core Vittoria range consists of roasted coffee sold in whole-bean and ground formats. The brand's coffee heritage began with premium Arabica roasting for Sydney's Italian cafés and later expanded into packaged retail coffee. Vacuum-packed ground coffee was an important early supermarket proposition, helping bring non-instant coffee into Australian household shopping.
Instant coffee
Vittoria freeze-dried coffee
Vittoria also sells freeze-dried coffee, including a 400-gram product referenced in the 2024 Federal Court proceedings involving Douwe Egberts. The product represents the brand's participation in the instant-coffee segment in addition to its traditional roasted and ground formats.
Single-serve coffee
Vittoria pods and capsules
The brand's single-serve portfolio includes coffee pods and capsules for home espresso preparation. Reference material specifically notes capsules compatible with Nespresso machines, allowing Vittoria to compete in the established portioned-coffee ecosystem while retaining its own branded formats.
Coffee systems and equipment
Espressotoria
Espressotoria is Vittoria's associated coffee-system brand for proprietary pods and brewing machines. It extends the business from selling coffee to providing an integrated preparation format for home users and other consumers seeking portioned espresso-style drinks.
Controversies
2024
Douwe Egberts lawsuit against Vittoria Coffee
Douwe Egberts brought proceedings alleging passing off, misleading or deceptive conduct, and trade mark infringement in relation to competition in the instant-coffee market, including Vittoria's 400-gram freeze-dried coffee. In November 2024, the Federal Court of Australia dismissed the claims.
Marketing campaigns
- 2010Al Pacino Vittoria Coffee campaign
Australia
Vittoria commissioned print and television advertising featuring actor Al Pacino. The campaign was directed by Barry Levinson and produced by Ridley Scott's RSA, combining a high-profile international celebrity with the brand's premium coffee positioning.
Brand decisions
2014
United States market expansionStrategyBackground
After building a substantial Australian coffee business, Vittoria pursued growth outside its home market.
Action taken
The company began expanding into the United States.
1981
Return to the business and retail expansionStrategyBackground
After returning to Vittoria Coffee, Les Schirato pursued broader distribution beyond the company's original café and hospitality base.
Action taken
Vittoria introduced vacuum-packed ground coffee into Australian supermarkets, where instant coffee had previously dominated the category.
Aftermath
The move established Vittoria as a consumer retail coffee brand as well as a supplier to cafés.
Recent events
- 2014
Vittoria Coffee begins United States expansion[1]
Other
Vittoria Coffee began expanding its business into the United States, extending the Australian brand beyond its established domestic market.
- 2010
Al Pacino fronts Vittoria Coffee advertising campaign[1]
Campaign
Vittoria used actor Al Pacino in a print and television campaign directed by Barry Levinson and produced by Ridley Scott's RSA.
Sources1 sources
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