Is illy a luxury brand?

Is illy truly considered a luxury brand in the world of coffee and beverages? Does its reputation for high-quality, artisanal coffee products and sophisticated packaging justify the premium pricing it commands? Or is it simply a matter of perception, with some consumers associating the brand with luxury due to its marketing efforts and exclusive distribution channels? As a coffee enthusiast, I'm curious to know if the industry experts and consumers alike view illy as a true luxury brand, or if it falls into a different category altogether.