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Trieste, the Italian capital of the Friuli-Venezia Giulia region, lies at the intersection of Latin, Slavic, Germanic and Greek culture.
Belonging to the Habsburg monarchy from 1312 to 1918, little Vienna on the sea, as it was nicknamed, is a mix of cosmopolitan civilizations, reli- gions, flavors and languages.
Trieste is also the city of coffee. Import free port from the 18th century, thanks to its access to the Adriatic, the city very quickly became the starting point for all trade in the Mediterranean.
Several sources indicate that from 1570, coffee appeared in Venice. Known initially as a medicine, it was used by pharmacists and herbalists. Around 1645, in the city of the Doges, the very first café was opened to offer this pleasant drink. The craze spread quickly in France and Austria and quickly became a cult drink.
In 1892 the Hausbrandt brand founded its roasting unit in Trieste. Today its coffee is exported to 90 countries around the world.
From the start, its packaging and original metal containers have been the strong points of its dynamic communication.
Slogans and advertisements quickly contributed to its notoriety thanks to its very unusual and innovative advertising program for the time.
Thus, Hausbrandt succeeds in associating the image of the café with scenes from everyday life.
His now famous “vecchietti”, the little old people, ensured his rapid success and opened a most innovative era of communication.
Hausbrandt advertising 1960s © Hausbrandt