Starbucks Introduces Nespresso Coffee Machine

Starbucks Introduces Nespresso Coffee Machine

The ad was one of Nespresso’s first, and it features George Clooney wandering into a boutique wearing a polo shirt and blazer.14.coffee machine nespresso He eavesdrops as two winsome women discuss “delicate, balanced, very intense” coffee blends. Then, with a flick of the wrist, he makes himself a cup of espresso.

The machines themselves are slick and stylish, in glossy black or aluminium and with chrome accents.14.coffee machine nespresso The Original line of machines can make espresso-based drinks, with or without milk (the capsules are compatible with other brands’ solubles, too). They have a 19-bar high pressure system that extracts flavours and aromas through the extraction of hot water and ground beans. Some models come with a built-in milk frother, while others have a separate wand or pod tray for frothing hot or cold milk.

As the company grew, rivals emerged, including the Italian-American chain Illy, which launched its own machine in 1998.14.coffee machine nespresso But it was the arrival of Starbucks in Europe, from 2001, that proved the turning point. The American chain capitalised on consumers’ desire for cod-Italian coffee, bringing in fresh-made, frothy milk and marketing itself as a more authentic experience than the instant variety.

At the same time, Nestle ploughed a decade of effort into a system that allowed people to make espresso-based coffee at home, with the speed and convenience of soluble.14.coffee machine nespresso A Nespresso machine on your kitchen counter used to be a sign that you belonged to a convenience-loving global consumer coffee elite; now, it can suggest that you’re not a serious aficionado and that you’re unconcerned about the future of our planet.

A new CEO, Guillaume Le Cunff, was appointed in May 2020, and his first ad, released this month, takes a harder line on sustainability than the company’s previous advertising.14.coffee machine nespresso Set to a track by the British rock band Queen, over images of waterfalls, ecosystems and thoughtful-looking agronomists, it makes the case that “doing the right thing matters.”

While the company’s future remains uncertain, its core business continues. In the US, sales of the Original and Vertuoline machines rose 14% last year compared with a year earlier, and a new plant is due to open in 2023, bringing employment at Romont to nearly 1,500.

But the company’s future depends on whether it can continue to attract consumers who feel like its values match their own. It needs to convince consumers that the quality of its roast and grind is as good or better than the instant alternative, that its machines are easy to use and that the price of its capsules and machines are fair for what they deliver. And it needs to do all of this while ensuring that the aluminium from which the machines are made is recycled at scale. It’s a tall order. Ahead of the 2023 World Environment Day, we asked experts to share their thoughts on how the industry can improve its environmental impact. Read their answers below.

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