Illy Turns Coffee Lovers Into Experts With An International Luxury Retreat
The weeklong Ultimate Italian Coffee Package features stops in California and Italy, plus plenty of coffee and espresso, taking brand loyalty to the next level
Coffee lovers with a spare $100,000 are in luck—the coffee brand Illy has announced plans for a caffeine-fueled luxury retreat. Over the course of a week, travelers will take a curated international vacation that includes five-star accommodations, private jets, Michelin-starred meals and, of course, coffee.
Called the Ultimate Italian Coffee Package, it starts in San Fransisco, where participants get a crash course in coffee at Illy's flagship store. After the initial stop, the customers board a private jet to the brand's hometown of Trieste, known as the coffee capital of Italy. There, they'll continue the educational retreat, including meeting and mingling with coffee experts and the Illy family.