The Transat Jacques Vabre Normandie Le Havre has been rebranded as the Transat Café L’OR le Havre Normandie
by Transat Café L’OR 5 Dec 11:47 PST
26 October 2025
The Transat Jacques Vabre Normandie Le Havre is now the Transat Café L’OR le Havre Normandie © Transat Jacques Vabre
On Sunday, 26th October 2025, the iconic double-handed transatlantic race will commence under the new name: the TRANSAT CAFÉ L’OR Le Havre Normandie.
This change marks a new chapter for the race, maintaining the same core format: 4 classes, 4 courses, and 4 winning teams. With the support of the L’OR brand, the Coffee Race is poised to gain even greater recognition, eager to share its extraordinary experiences with a broader audience.
L’OR is France’s preferred coffee brand(1) and a leader within the JDE Peet’s Group. By taking over from Jacques Vabre, it aims to deepen the strong relationship between JDE Peet’s founders and Le Havre. This name change reflects the commitment of the founding members and the Normandy Region to sustain their long-term investment.
A fresh identity for the Coffee Race
With its rich history and aroma, L’OR embodies a promise of adventure that invites appreciation for nature. These principles resonate with the race’s values:
Accountability: Aligned with JDE Peet’s Common Grounds policy, L’OR provides coffee sourced sustainably, adhering to environmental, social, and economic standards established by the Global Coffee Platform’s sustainability code.
Emphasizing nature’s diversity: Partnering with the “World Coffee Research” organization, L’OR champions research to help many people uncover the diverse coffee varieties globally, fostering a wider range of coffee plants.
Mitigating environmental impact: By improving the collection and recycling of aluminum capsules, L’OR allows 70% of the French public to recycle their capsules responsibly.
A race that remains true to its foundational principles
While the name has changed, the race’s essence stays intact: launching from Le Havre and heading to a coffee destination with 4 classes, 4 races, and 4 winning pairs. The TRANSAT CAFÉ L’OR Le Havre Normandie continues to be an adventure shared by two, demonstrating courage and honesty over a challenging transatlantic journey. The village will welcome guests in Le Havre starting 17th October, showcasing a celebratory environment that unites people while honoring the planet through unique events focused on All Living Things, Sailing Differently, A Better Life, Science and the Ocean…On 26th October, sailors will depart from the Paul Vatine Dock, tracing the historic routes taken by merchant vessels that carried coffee plants to South America and the Caribbean in the 18th Century. Martinique will again host the conclusion of this 17th edition, set against the stunning backdrop of Fort-de-France Bay, overlooked by Mount Pelée, home to the finest arabica typica coffee.
An event determined to be more eco-conscious
Confronted by climate change, the Coffee Race is more dedicated than ever to innovation and leadership in sustainability.
The TRANSAT CAFÉ L’OR Le Havre Normandie embraces a range of commitments central to the race, fostering the conservation of all living things and promoting inclusion, diversity, and community. For the 2025 edition, new initiatives will be unveiled to further this mission and reduce the carbon footprint. We look forward to welcoming you in Le Havre next October to encourage the participants poised to set sail on 26th October 2025.
Reveal film of the Transat Café L’OR 2025:
Quote:
Edouard Philippe, Mayor of Le Havre and President of Le Havre Seine Métropole: “Since 1517, Le Havre has been a significant port and harbor. It is also France’s top port for the coffee trade, making us the first to embark on this journey back in 1993. Over thirty years later, while rebranding, our goal remains unchanged: to celebrate the core elements of Le Havre’s identity—sailing and coffee—with a vibrant and festive event. We eagerly await your presence in 2025 for the TRANSAT CAFÉ L’OR.”
Vincent Prolongeau, Chairman of JDE Peet’s in France: “After marking the thirtieth year of the Transat Jacques Vabre, the 2025 edition promises to unveil new ‘flavors.’ Just like the vessels that evolve annually for improved performance, we have chosen France’s favorite brand to carry forward the legacy of this iconic transatlantic race. The TRANSAT CAFÉ L’OR Le Havre Normandie will firmly root itself in Le Havre in 2025, sustaining its core principles: a double-handed race tracing coffee trade routes, prioritizing social inclusion and respect for everyone around the globe. With its strong reputation, the L’OR brand will enhance the popularity of this pivotal event in the sailing calendar, cherished by the people of Le Havre, Normandy, and France.”
Facts and figures regarding the L’OR brand:
• Leading coffee sales brand in supermarkets and hypermarkets(2)
• Over 200,000 monthly visitors to the brand’s website
• 400,000 social media followers
• First store opened in Paris in November 2024
(1) Source: with 87% unaided awareness: Insite Human 8, aided Brand Awareness and Brand Consideration (interest in purchasing the brand for the next three coffee buys), France Q3 2024
(2) Source: with 15.6% market share by value: NielsenIQ ScanTrack – HMSM+PROXI+DRIVE+SDMP – YTD P11 2024
