News: Behind the Scenes


Vittoria Coffee x Desert Trip

Vittoria Coffee in conjunction with Goldenvoice and local hospitality group partners F10 Creative, rolled out multiple café and cold brew bars on both weekends of the Desert Trip festival in Indio California.

Desert Trip clocked up over 80,000 attendees on the first weekend and is one of the largest music festivals to hit California since Coachella which is also owned by Goldenvoice.

With a production and talent budget of $100million, Desert Trip is expected to gross a record $150 million in ticket sales over two consecutive weekends (Oct 7,8,9 and Oct 15,16).  

For those who attended the festivities, they certainly got their money's worth, taking in performances by possibly the greatest line up of all time including Bob Dylan, Rolling Stones, Neil Young, Sir Paul McCartney, The Who and Roger Waters and Pink Floyd.


Vittoria Coffee, Goldenvoice and F10 developed the lush, beachy vibe at “The Coffee Shack”, a purpose built coffee bar to caffeinate festival goers with a full espresso program, nitro, cold brew and Vittoria’s organic blend along with snacks and juices.




With fashion and festivals going hand in hand, the Vittoria Fashion Series takeaway cups were front and centre showcasing Australian designers to the high end US audience. The Coffee Shack was complete with coffee machines uniquely wrapped by Australian designer label We are Handsome featuring their upcoming prints.


“We’re proud to be associated with such an amazing event. Our US partners F10 Creative and Goldenvoice have given us an incredible opportunity to showcase our coffee at such a high profile event. We’re also proud to promote our partnerships and collaborations with Australian designers giving them valuable exposure in the US market” said Rolando Schirato, Vittoria Food and Beverage Managing Director.  


The Vittoria Fashion series is a bi-annual collaboration where Vittoria Coffee proudly supports the Australian fashion industry and Australian designers by creating a series of takeaway fashion cups featuring prints straight from the runway.




The festival continues this weekend and once again Vittoria Coffee will be on offer for all at The Coffee Shack, The Culinary Experience, Outstanding in the Field and the VIP Diamond Bar.