I suspect it has more to do with milk coffee than Vittorio (or any other "brand" coffee).
Lots of milk and sugar are capable of making poor coffee drinkable, even though they dont make it good. After all, coffee is not only a drink, it is also a flavour.
Before I was as fussy (and educated) about coffee as I am now, I could drink a long white coffee with sugar almost anywhere. I still put both in my coffee now, but less of each, and rather than just having a coffee, I appreciate the finer flavours.