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Tag: Nespresso

  • Dua Lipa Brews up New Role as Nespresso Global Brand Ambassador to Ignite Youth Appeal

    Dua Lipa Brews up New Role as Nespresso Global Brand Ambassador to Ignite Youth Appeal

    Nespresso has recently announced that pop singer Dua Lipa will become its global brand ambassador in a bid to enhance its resonance with a younger, culturally engaged audience.

    As part of this collaboration, Dua Lipa is set to headline the Vertuo World campaign, which commences on April 14. The campaign will also feature a guest appearance by long-serving Nespresso ambassador George Clooney, linking the brand’s storied history with its modern marketing strategies.

    Leonardo Aizpuru, Nespresso’s chief marketing officer, expressed excitement about the partnership with Dua Lipa. He described the singer as an adventurer always eager to try new things – an ethos that is in perfect alignment with Nespresso’s brand direction.

    According to Aizpuru, the collaboration with Dua Lipa aims to inspire a new generation to confidently explore and appreciate new tastes. He emphasized that Nespresso’s core mission is to enable boundless exploration through exceptional coffee and that Dua Lipa embodies this mindset in a contemporary and seamless manner.

    This partnership marks a significant strategic move for Nespresso, which is facing mounting competition from both retail-ready and specialty coffee brands in the premium coffee market.

    By partnering with a global pop icon known for her trendsetting influence, Nespresso aims to appeal to a demographic that places equal importance on lifestyle and cultural relevance as well as product quality.

    In 2021, Nespresso demonstrated its commitment to retail expansion by unveiling a flagship boutique in Manhattan’s Flatiron District. This store is the largest and most immersive retail location that the company has opened to date.

    Questions & Answers

    Who has Nespresso appointed as its new global brand ambassador?
    Pop superstar Dua Lipa has been appointed as the new global brand ambassador for Nespresso.

    What is the primary objective of Nespresso’s partnership with Dua Lipa?
    The key goal of this collaboration is to enhance Nespresso’s appeal among younger, culturally engaged consumers and inspire them to explore and appreciate new coffee tastes confidently.

    What strategic shift does this partnership signal for Nespresso?
    Partnering with a global pop icon like Dua Lipa marks a significant strategic shift for Nespresso as it seeks to appeal to a demographic that values cultural relevance and lifestyle as much as product quality.

  • Savour the Season: Nespresso Unveils Limited-Edition Summer Capsules with Alluring Flavors

    Savour the Season: Nespresso Unveils Limited-Edition Summer Capsules with Alluring Flavors

    Nespresso has announced the launch of its Summer 2026 collection, which includes an exciting new flavour capsule. The limited-edition range features several distinct blends, each retailing between $1.15 and $1.30 per capsule.

    Exploring the Summer Collection

    Among the offerings in the collection are:

    – Pistachio Vanilla Flavour Over Ice (40ml and 80ml): This blend combines the creaminess of vanilla with the rich notes of pistachio.
    – Coconut Vanilla Flavour Over Ice (40ml and 230ml): Crafted with Latin American and African Arabicas, this blend exudes the tropical flavours of coconut and vanilla.
    – Ice Forte (230ml): Exemplifying a strong and full-bodied iced coffee, this blend brings out deep roasted notes.
    – Ice Leggero (80ml): This is a vibrant and spirited iced coffee with aromatic intensity.
    – Freddo Delicato Espresso: This espresso has subtle fruity and floral notes.
    – Freddo Intenso Espresso: This espresso is rich, intense, and full-bodied, making for an invigorating iced coffee experience.

    “Pistachio is a flavour that has always been in high demand, and we’re delighted to incorporate it into this summer’s Made for Ice collection,” said Monique Dean, an ambassador for Nespresso coffee.

    “The range this season caters to a variety of tastes, from the bold and intense notes of Iced Forte to the refreshing Coconut Vanilla, which makes for an excellent afternoon delight.”

    Releasing Limited-Edition Accessories

    In addition to the coffee line-up, Nespresso has also unveiled a collection of limited-edition accessories. These include the Vertuo Pop coffee machine, available in two colours, a travel tumbler, an ice cube tray, barista glasses, a shaker, travel mugs, a handheld foamer, and a milk frother.

    The company, widely recognized for its premium coffee products, recently inaugurated its largest flagship store in New York City.

    Questions & Answers

    What is the price range of the new Nespresso capsules?
    The new Nespresso capsules are priced between $1.15 and $1.30 per capsule.

    What new flavours can be expected in this collection?
    The collection introduces new flavours such as Pistachio Vanilla and Coconut Vanilla among others.

    Has Nespresso released any new accessories along with the summer collection?
    Yes, Nespresso has launched a range of limited-edition accessories including the Vertuo Pop coffee machine, travel tumbler, ice cube tray, barista glasses, shaker, travel mugs, handheld foamer, and a milk frother.

  • Starbucks Joins the Nespresso Vertuo Family: First-Ever Capsules Hit the Market

    Starbucks Joins the Nespresso Vertuo Family: First-Ever Capsules Hit the Market

    Nespresso has unveiled an expansion to its Vertuo range which now includes Starbucks coffee capsules. This marks a pivotal moment as it is the first instance of Starbucks’ blends being incorporated into the Vertuo system.

    The new additions to the lineup consist of Espresso Roast and Blonde Espresso Roast, each prepared for 40ml espresso servings. Additionally, 230ml mug formats will now include Caffe Verona, Pike Place Roast, and Single-Origin Colombia. These expansions aim at offering customers an opportunity to explore a more diverse variety of coffee blends.

    Stefan Vermeulen, the Managing Director of Nespresso ANZ, emphasized the significance of the partnership. He mentioned that this collaboration further strengthens Vertuo’s commitment to variety and versatility. The Vertuo system, according to Vermeulen, is designed to promote coffee exploration as it offers a broad array of coffee blends.

    Moreover, the system’s ability to produce multiple types of beverages from a single capsule adds to its appeal. The inclusion of popular Starbucks blends into the range not only widens the options for customers but also facilitates their access to a globally recognized, cafe-style experience.

    The latest Nespresso and Starbucks collaboration in the form of Vertuo capsules will be accessible to customers online as well as in Nespresso boutiques.

    Questions & Answers

    What is the new addition to Nespresso’s Vertuo range?
    The new addition to Nespresso’s Vertuo range includes Starbucks coffee capsules, marking the first time Starbucks’ blends have been made available for the system.

    What types of roasts have been added to the lineup?
    The new roasts added to the lineup include Espresso Roast and Blonde Espresso Roast for 40ml espresso servings, and for 230ml mug formats, Caffe Verona, Pike Place Roast and Single-Origin Colombia have been added.

    Where will the new Nespresso x Starbucks Vertuo capsules be available?
    The new Nespresso x Starbucks Vertuo capsules will be available for purchase online and in Nespresso boutiques.

  • Nespresso Stirs Up Retail Innovation: Merging Experiential Marketing with Everyday Coffee Culture

    Nespresso Stirs Up Retail Innovation: Merging Experiential Marketing with Everyday Coffee Culture

    In the current retail landscape, the focus has shifted from transactional success to experiential design. Retail spaces are no longer merely about selling products but aim to evoke emotions and offer unique experiences. High-end pop-ups and roving coffee vans are becoming more common as retailers transform retail into a theatrical performance, driven by lifestyle trends and emotional resonance.

    This transformation is evident in Nespresso’s recent marketing initiatives. NespressoGo, a mobile, multi-city campaign, has redefined Australia’s morning coffee rituals. Nespresso’s successful marketing approach has always been centered around the idea of coffee as an experience rather than just a product. The brand’s boutique design, packaging, and storytelling have transformed a daily habit into a premium lifestyle experience.

    In spring, Nespresso launched its silver van onto Bennelong Lawn, introducing a ‘Happy Hour’ campaign. The campaign, featuring sunrise run clubs, live DJs, and iced lattes, was designed to appeal to a new generation that thrives outdoors and online.

    The campaign was inspired by the cultural shift among Gen Z and millennials toward early mornings as a time for wellness, creativity, and connection, according to Burcu De La Cruz, Nespresso ANZ’s marketing manager for brand, communications, and sustainability. The success of earlier campaigns in Bondi and Collingwood inspired the brand to expand the concept nationally with sunrise pop-ups in Sydney, Melbourne, and Brisbane, in collaboration with run clubs.

    This strategic expansion of Nespresso’s retail experience allowed the brand to interact with consumers outside traditional retail environments. This strategy aligns with Nespresso’s broader goal of combining luxury with accessibility, creating immersive brand moments that reflect changing consumer lifestyles. De La Cruz notes that these lifestyles are rapidly evolving, with morning culture at its peak and a growing preference among young Australians for iced coffee and digital-first engagement.

    Many of the experiences offered by Nespresso were designed to be “social-media friendly,” creating a wider reach through influencer and user-generated content.

    The Return of Presence

    Post-digital retail trends highlight a renewed desire for physical, sensory connection. Consumers are starting to perceive friction in shopping as a luxury, and in response, retailers are creating experiences that leave a lasting impression.

    Examples of this trend include Mecca’s ‘beauty atelier’ in Australia and Nike’s House of Innovation concept stores globally. These experiential stores merge brand architecture with entertainment, encouraging visitors to create content as they shop.

    Experiential retail is also a thriving data strategy. Pop-ups and events provide live behavioral insights that cannot be replicated through e-commerce. For instance, Nespresso’s roaming van serves as a research lab, gathering social metrics and demographic data while embedding itself in community activities.

    This trend upends traditional retail norms by prioritizing connection over transaction and brand immersion over brand awareness.

    The Future of Feeling

    As AI personalization and one-click checkout become more commonplace, emotional engagement is emerging as the new brand differentiator. Future retail success may depend on brands’ ability to shape mood as effectively as they manage inventory.

    Nespresso and other forward-thinking brands are creating experiences that ‘move’ rather than simply sell. The goal, as De La Cruz states, is to “blend luxury with accessibility” – to make the extraordinary feel commonplace. Today, retail is defined not by its shelves but by its stages, where commerce, culture, and community converge for a shared coffee at dawn.

    Questions & Answers

    What is the current trend in retail?
    The current trend in retail is moving towards experiential design, where retailers aim to create unique experiences and evoke emotions rather than solely focusing on selling products.

    How are brands like Nespresso adapting to these trends?
    Nespresso is creating immersive experiences that blend luxury with accessibility. They’re leveraging ‘social-media friendly’ events and mobile campaigns to engage with consumers in their lifestyle habits, particularly those of younger demographics.

    What does the future of retail look like?
    The future of retail is likely to prioritize emotional engagement and brand immersion. As aspects like AI personalization and one-click checkout become standard, brands will need to distinguish themselves by creating experiences that resonate with consumers on an emotional level.

  • Nespresso introduces Oatly Barista Edition Coffee capsules

    Nespresso introduces Oatly Barista Edition Coffee capsules

    Nespresso has partnered with Oatly to launch a limited-edition coffee capsule designed to “perfectly pair” with oat milk.

    The new product, called Oatly Barista Edition Coffee, is made exclusively for Nespresso Vertuo coffee machines. It features rich, biscuity notes that complement the creamy, cereal flavor of Oatly.

    Toby Weedon, barista development director at Oatly, said the neutral taste of Oatly brings out the best flavour in coffee.

    “It’s why it is used by professional baristas and embraced by coffee enthusiasts worldwide,” said Weedon.

    Karsten Ranitzch, global head of coffee for Nespresso, added that the company is on a mission to make sure every coffee lover can create their perfect cup.

    “We know more and more people are reaching for plant-based drinks when preparing their favourite coffee recipe, which is why we are thrilled about our partnership with Oatly,” said Ranitzch.

    “Bringing our two like-minded brands and expertise together has allowed us to craft an unforgettable new coffee blend.”

    Nespresso’s Oatly Barista Edition coffee is available worldwide.

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  • Nespresso launches Maple Pecan flavour capsule

    Nespresso launches Maple Pecan flavour capsule

    Nespresso has launched a Maple Pecan flavour capsule for its Vertuo coffee machine.

    Described as having a rich caramel flavour balanced with notes of maple syrup and nuttiness, the coffee is served in a 230ml cup size and can be enjoyed with milk, hot, frothed, or chilled over ice.

    Nespresso coffee ambassador Mitch Monaghan recommends extracting this coffee using Expert Mode to brew a double espresso, perfect for a strong iced latte or cappuccino, then topping the coffee with maple syrup and crushed pecans to enhance the flavours of the blend.

    “We’ve had many coffee lovers who’ve seen the hype overseas reaching out to ask us when Maple Pecan will come to Australia,” said Monaghan. “I’m happy to say the wait is over!”

    Maple Pecan joins the brand’s permanent collection of flavoured coffees from the Vertuo Barista Creations range and is available to purchase in Nespresso boutiques and online.

  • Nespresso creates special blend with Blue Bottle Coffee

    Nespresso creates special blend with Blue Bottle Coffee

    Nespresso has collaborated with Blue Bottle Coffee in the US to develop Blend No. 1, the first limited-edition capsule combining the specialties of both brands.

    Blend No. 1 is a blend of organically processed coffee from two distinct origins, Ethiopia and Uganda, and is notably light and short-roasted in two splits, separated by origin.

    According to the brands, although Ugandan beans are given more time to develop intensity, Ethiopian beans are roasted lighter to maintain the finer aromatics. This is a delicate combination with aromas of jammy, ripe fruit, sweet caramel, gentle white florals, and a hint of cereal.

    “Symbolic of these two coffee worlds coming together, even more coffee drinkers can now enjoy the quality and exquisite taste of this exceptional creation,” said Alexis Rodriguez, head of coffee development at Nespresso.

    Blend No. 1 is available for Nespresso Vertuo machines and will be available for purchase on October 18 online and at Nespresso locations across the US.

    Nespresso introduced its seasonal limited-edition Pumpkin Spice Cake taste for both Original and Vertuo machines earlier this year.

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  • Nespresso unveils limited-edition Pumpkin Spice Cake flavour

    Nespresso unveils limited-edition Pumpkin Spice Cake flavour

    Nespresso New Zealand has launched a seasonal limited-edition Pumpkin Spice Cake flavour for both Original and Vertuo machines.

    This limited-edition coffee boasts warm spice notes such as cloves, cinnamon, and cardamom. It is made from an Arabica blend of Latin American and African coffees and combines a sweet pumpkin flavour.

    With milk, the spice notes are softened for a sweeter and smoother coffee with buttery biscuit notes.

    The product is available online and at Nespresso Boutiques for $17.00 per sleeve of 10 Vertuo capsules and $14.00 per sleeve of 10 Original capsules.

  • Nespresso appoints Stefan Vermeulen as new Oceania MD

    Nespresso appoints Stefan Vermeulen as new Oceania MD

    Nespresso has announced that Stefan Vermeulen, currently Managing Director for Nespresso New Zealand, will succeed Jean-Marc Dragoli as Managing Director of Nespresso Oceania.

    Mr Vermeulen brings a wealth of brand knowledge and local experience, having held leadership roles within Nespresso for more than 12 years, including three leading the team in NZ and four as Head of Nespresso Australia’s Professional business.

    Mr Dragoli will now step into the position of Global Head of Nespresso Authorised Brands, based in Switzerland, after four years growing the Oceania business from Australia.

    Under Mr Dragoli’s leadership, Nespresso says the market has benefitted from the launch of many new product innovations and services. His prioritisation of local sustainability initiatives has also helped the business deliver on its B Corp commitments and broader purpose of using coffee as a “force for good”.

    Mr Vermeulen, too, has driven strong growth for the business in NZ with the successful launch of the Vertuo system to market in 2021, the expansion of Nespresso’s coffee range, and local sustainability initiatives.

    Sharing his vision for the business in 2023 and beyond, Mr Vermeulen says: “We truly believe that coffee can be a force for good for people, communities and planet and the more we drive sustainable growth, the more we can have a positive impact as a brand and organisation through the entire value chain.

    “For Australians and New Zealanders, coffee plays such an important role in their lives so delivering exceptional coffee experiences based on an obsession for uncompromised in cup quality is paramount.

    “Nespresso often leans into and learns from the rich coffee culture and behaviours of this market to drive innovation for the benefit of customers around the world, which we saw with the launch of the Original Line Creatista machine in partnership with Breville.

    “There are more exciting innovations to come this year alone, particularly within our Vertuo system, that will reimagine how coffee can be enjoyed at home and in the workplace in the region.

    “Sustainability will also remain at the core of our strategy, as we explore new ways to engage more consumers with our recycling program and introduce initiatives that will help us on our journey towards net zero and improve as a B Corp.”

    Mr Vermeulen will start his new role from 1 July.

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  • Nespresso to reward consumers who return pods for recycling

    Nespresso to reward consumers who return pods for recycling

    Nespresso has launched a new Recycling Rewards scheme, offering consumers incentives to recycle their used aluminum coffee capsules at Nespresso boutiques.

    From 16 to 30 June, anyone who returns a full bag of 100 used aluminum coffee capsules of any kind to a Nespresso Boutique can receive a free gift in return.

    Rewards include a free sleeve of Nespresso coffee, a notebook made with recycled coffee grounds, and a beach towel. To claim their gift, participants must register their recycling via a QR code in-store.

    “Over the last decade, our recycling program has evolved to ensure convenient access to every customer in Australia, with multiple channels for involvement. Now, we are exploring new ways to accelerate participation, starting with [Nespresso] boutiques,” says Jean-Marc Dragoli, General Manager at Nespresso Oceania.

    “The Recycling Rewards trial is part of a broader strategy which seeks to better understand recycling behavior, raise awareness of and engagement with our recycling program, and give more aluminum coffee capsules a second life.”

    The two-month trial is part of Nespresso’s commitment to creating a sustainable, circular coffee economy. It aims to accelerate participation in the company’s coffee capsule recycling program while gathering valuable insights into whether incentives have a role to play in driving recycling behaviour in the future.

    Once returned to Nespresso, used capsules are taken to a dedicated recycling facility in New South Wales where the coffee grounds and aluminium are separated. The recovered coffee grounds are sent to another local facility and used as soil in landscaping applications or compost. The aluminium component of the capsule is compacted and sent for smelting and refining. Aluminum is recyclable and can be used to make a range of products from bicycles to mechanical pencils.

    The Recycling Rewards trial is boutique-based only, however, Nespresso’s broader recycling program currently offers three additional ways for customers to recycle, including dropping capsules off at a participating collection point, posting capsules back to Nespresso using a special Australia Post satchel, and the option to participate in a bulk recycling collection initiative where workplaces or community locations can become a recycling point.

    To find out more about the Recycling Rewards initiative, visit www.nespresso.com/au/en/recycling-rewards.

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  • Nespresso launches farm-to-table sustainability initiative

    Nespresso launches farm-to-table sustainability initiative

    Capsule coffee brand Nespresso is inviting business partners to join an exclusive farm-to-table culinary experience designed by Chef Vicky Cheng, owner and executive chef of Michelin-starred Vea Restaurant and Lounge in Hong Kong.

    To further encourage the public to participate in the Nespresso’s sustainability initiatives, Cheng will extend the unique farm-to-table experience to the acclaimed restaurant with a special gift. From November 11 to December 14, diners will receive a complimentary jar of rosella jam, made with rosella grown using recycled coffee grounds at the Nespresso Farm.

    As the chief ambassador of Nespresso Hong Kong, Cheng will be creating a one-of-a-kind luncheon using fresh vegetables harvested straight from the Nespresso Farm.

    Guests will not only indulge in the gourmet-coffee pairing menu but will also see how used coffee grounds from recycled Nespresso capsules are repurposed as compost and given new life.

    “As chef ambassador of Nespresso, I have had the opportunity to travel to the brand’s headquarters and even to the coffee farms in Colombia,” said Cheng. “From these experiences, I have witnessed the brand’s deep commitment to quality, craftsmanship, and sustainability, which are shared values that I believe are key to delivering the ultimate experiences to customers … It is a delight to be able to craft this Nespresso farm-to-table menu and cook using top quality, fresh ingredients grown from repurposed coffee grounds; I hope this inspires people to join the sustainability journey.”

    Nespresso capsules are fully recyclable, from the aluminum capsules to the coffee grounds within them. The brand’s current local capsule recycling rate is running at 24 percent. Club members can drop off their used capsules at any Nespresso Boutique or use the Recycling@Home service – a doorstep collection system where used capsules are picked up when a new order is delivered.

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  • Nespresso’s Brazil boss heads up APAC operations

    Nespresso’s Brazil boss heads up APAC operations

    Nespresso has announced Jean-Marc Dragoli, who led the company’s Brazilian operations, as general manager for Oceania.

    Dragoli is now based in Sydney and aims to build on the double-digit growth achieved in his previous role.

    “I know Australians and New Zealanders are true coffee connoisseurs and I am looking forward to working with colleagues across Oceania to offer the highest quality sustainable coffee and service to people at home, in the workplace, at hotels and fine dining establishments,” Dragoli said.

    He is taking over from former general manager Loïc Réthoré and will focus on building good customer experience and driving business innovation and sustainability efforts in Australia.

    Nespresso Oceania is known for its Vertuo coffee system; subscription services and reimagined boutiques, including the new flagship boutique on George Street in Sydney.

    “We are delighted to have Dragoli join us at a hugely exciting time for the business, as we continue to lead the way in sustainable, high-quality coffee in the region. With an excellent management team in place, we know Dragoli will build on this success in the coming months and years,” Nespresso head of APAC, Middle-East & Africa, Roland Tschanz said.

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  • Nespresso Hong Kong launches coffee selection at K11 Musea

    Nespresso Hong Kong launches coffee selection at K11 Musea

    Nespresso Hong Kong has launched a new boutique at K11 Musea featuring more than 50,000 square feet of green walls.

    The walls are meant to serve as a reaffirmation of the brand’s commitment to sustainability by unveiling their collaboration with the Nature Discovery Park at K11 Musea to offer planting workshops to members of the public.

    The new 452sqft boutique is Nespresso’s fifth retail store in Hong Kong. The space features sustainable elements, such as table-tops made of used coffee grounds from the Nespresso factory in Switzerland, wood sourced from reforestation programmes, and a capsule recycling collection point where guests can drop off their used capsules.

    A new set of “Hong Kong Selection” coffee assortment is available exclusively at the new boutique to celebrate its opening, featuring five well-loved coffee capsule flavours by Hong Kong consumers.

    The Nature Discovery Park will also showcase Nespresso’s latest Re:Cycle bike created in collaboration with Swedish bike brand Vélosophy. Nespresso has globally launched a limited quantity of 1000 city bikes made from recycled aluminum coffee capsules, designed to illustrate the potential of recyclable aluminum and to inspire customers to recycle their capsules.

  • Nespresso Improves subscription offering

    Nespresso Improves subscription offering

    Nespresso is increasing its marketing and communications around a new coffee pod subscription service in Australia, after a successful soft launch in early May.

    The move taps into the growing demand for convenience in everyday life, as consumers – conditioned by the Ubers and Netflixes of the world – expect more seamless transactions.

    “We all live busy lives…not having to make the same decision over and over is helpful,” Loic Rethore, Nespresso’s head of Oceania, told Inside Retail.

    Nespresso offers three subscription plans based on the number of coffee pods customers use per day. Those who use around one pod per day pay $50 to receive 60 pods every two months, and those who use two pods per day pay $50 to receive 60 pods every month. A third plan costs $75 for 90 pods per month for those who use around three pods per day.

    All plans include free delivery and a 10 per cent credit, so those who pay $50 every month actually receive $55 in credit that they can put towards coffee or accessories.

    The service was designed to be flexible and easy to cancel, since customers don’t want to feel ‘locked in’ to subscription programs, Rethore said. And while it currently is online only, customers will be able to subscribe to the plans in Nespresso boutiques in Q3.

    “We’re seeing a very nice uptake of the program, and we’re going to continue to ramp up the communications around it,” Rethore said

    This is the first time the company has offered coffee pod subscriptions – it offers subscriptions for machines – and depending on the uptake over the next few months, it will consider rolling out the service to other markets around the world.

    “We want to understand how it plays out, and what kind of uptake and additional sales we can expect from the coffee pod subscription service,” Rethore said.

    “We’re in the process of monitoring that now. We’ll be able to make forecast in a few months,” he said.

    Rethore noted that Nespresso often tests out new products and concepts in Australia.

    “Australia is very special in terms of markets for Nespresso. It’s considered a mature and adventurous market in terms of coffee consumption. They’re early adopters,” he said.

    The company recently has been rolling out a new store concept in Australia, which focuses on education and experience. Customers can learn about the origin of Nespresso coffee, the company’s sustainability efforts and other information in dedicated areas, and staff are equipped with tablets and can process orders anywhere in the store – similar to an Apple store.

    “It’s very pleasing to see that club members have reacted very well to this new concept. They’ve really embraced the new journey of storytelling,” Rethore said.

    Seven stores currently feature the new concept, and Nespresso will continue to shift existing stores to the new concept as they come up for renovation.

    “Overall, the business of the new stores is doing well,” Rethore said.

    One metric he cited was the customer response to the coffee master classes that Nespresso is offering in the new concept stores.

    “The master classes have been fully booked. We didn’t expect such a reaction. People are enjoying not only knowing more about our coffee, but also the experience.”

  • Nespresso announces $50m coffee investment in Colombia

    Nespresso announces $50m coffee investment in Colombia

    Nespresso will invest $50 million in coffee cultivation in Colombia as it expands its coffee-sourcing programme for the first time into several former conflict zones in the country.

    The Nestlé brand said that the pledge builds on its long-term commitment to Colombian coffee and its efforts to improve production in regions previously impacted by the conflict, including reviving the industry in areas where production was lost.

    The announcement follows the launch of Nespresso’s limited-edition Aurora de la Paz, a coffee sourced from the region of Caquetá and unveiled earlier this year.

    Early indications suggest that the brand will source up to five times more coffee from Caquetá in 2018, as it expands its efforts into areas that were inaccessible before the peace accord.

    The extension of the program will see coffee-sourcing for the first time from San Vicente del Caguán, a community that found itself at the centre of the armed conflict.

    This region has unique climate, with arabica coffees grown at a low altitude and low temperatures. Combined with the high humidity, this characterises the coffee with rich, fruity notes and fine acidity.

    President Juan Manuel Santos addressed the Nespresso Sustainability Advisory Board, where he welcomed the company’s commitment. He cited the investment as an important contribution to the development of post-conflict areas.

    “Colombian coffee is the finest in the world,” he said. “I welcome Nespresso’s commitment to our country, which highlights the many opportunities that peace opens for Colombia.”

    Nespresso CEO Jean-Marc Duvoisin added: “Quality coffee, and the premiums that farmers can earn, present a very strong opportunity for the long-term sustainability and resilience of coffee farming communities. We are delighted to bring this incredible coffee to the world.”

    Nespresso’s agronomists have started working with more than 500 producers in the Caquetá region in order to implement its AAA sustainable quality programme. The initiative works directly with farmers to improve their productivity, quality and sustainability by sharing good practice, providing technical assistance, and improving standards in farmers’ environmental and social welfare.

    The Caquetá farmers will join the 33,000 Colombian farmers already enrolled in the programme, which was launched in the country in 2004 and ia supported by a team of 150 local agronomists. The extension of the programme into San Vicente will be implemented with the support of Nespresso’s strategic partner, the Colombian Coffee Growers Federation (FNC).

    FNC CEO Roberto Velez said: “We are honoured to build on our partnership with Nespresso, to renew the commitment we have made to Colombia’s coffee farmers and to work together with our communities for a lasting, peaceful and prosperous future.”

    Nespresso Sustainability Innovation Fund CEO Guillaume Le Cunff said: “Our work and partnership with farmers in Colombia is another example of how the Nespresso AAA sustainable quality programme impacts not just the production of the highest quality coffee, but also farmer lives and communities. We look forward to expanding our work with farmers in former conflict zones and extending our commitment to Colombia.”

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