Trek-Segafredo recently partnered with Segafredo Zanetti Espresso franchisee Figaro Group LLC to host a bicycle race competition in honour of International Coffee Day in Yerevan, Armenia. The event was such a huge success that it was awarded “Best Lifestyle Event of the Year” by one of Armenia's most famous bloggers Kamo Tovmasyan 

The race took place at the “Karen Demirchyan,” Armenia’s largest sport and concert complex with over 200 people in attendance. Winners received amazing prizes, such as the iPhone 8, Hoverboards for the young participants, and gift cards for the popular Yerevan Mall and Dalma Garden Mall. To help celebrate, the famous Armenian pop star Iveta Mukuchyan performed live on stage to an enthusiastic crowd. 

Besides that, Figaro Group created a new eclectic menu for its café and a new commercial, which is now being aired in all Yerevan cinemas. This second event was joined by approximately 120 guests. Great food, special cocktails, indulgent desserts, and of course the best espresso around–all from Figaro’s new menu, were mixed with fun, amazing music, and wonderful people. 

Hubert Hahn, Chief Operating Officer of Segafredo Zanetti Espresso shared, with great satisfaction, “Our partner Figaro Group, under the management of Mrs. Ani Hovakimyan, is acting with passion and energy to promote TREK and Segafredo Zanetti in Armenia. As a result, people are enjoying our products and speaking positively about the brands. We hope this becomes a yearly event and we wish to thank all of those who helped make it a success, as well as those who attended in honour of National Coffee Day – it was a great time had by all."