Nespresso is doubling down in the US market, seeing that with the recession over, the economy getting better and products like Starbucks' Verismo already in market, and Green Mountain/Lavazza's Rivo espresso maker coming to market, it's time to get some market share. Nespresso USA has spent $12Million in media this year vs. just $40,000 last year according to Ad Age, the marketing trade magazine.
The new campaign features the Lattissima Plus espresso machine, with its one touch latte functionality, steaming fresh milk right into your cup then dropping a shot of espresso on top. According to Nespresso, 80% of espresso consumption is in a larger cup with milk (think Latte), opposite of Europe's habits, which tends to explain the line of espresso only machines that Nespresso has. Nespresso has been successful in Europe with campaigns featuring primarily George Clooney, but this one has John Malkovitch in it too as God. We'll see how they do here. Check it out, it's pretty good.
Nespresso also just announced their Holiday celebration flavors, the Nespresso Variations 2012, helping to wrap up the year in espresso. The capsules are always around for the holidays, and even if you are not a huge fan of flavored coffee (like me), these tend to be a fun experiment in espresso that I find worth the trip.
For the 2012 holidays, Nespresso has brought us a nutty set; Hazelnut, Coconut and Macadamia nut flavors. Nespresso always offers a fantasy-based over the top site that hypes the Variations; this year is no different. Not only do they offer flavor details, but recipes too. According to Nespresso:
Coconut - perfect harmony between the coconut notes and the Livanto Grand Cru creates a gourmand experience reminiscent of coconut macaroons.
Hazelnut - The combination of lightly roasted hazelnut notes with the Livanto Grand Cru reveals a praline flavor, giving it balance in the mouth
Macadamia - Rich savors of the Macadamia nut combined with the roundness of the Livanto Grand Cru develop a surprising freshness, revealing citrus notes.
Nespresso has announced their Special Reserve for late 2012, the Nespresso Hawaii Kona Special Reserve made from 100% Kona coffee. Kona is known for its scarcity, and unfortunately for its use as a minor blend coffee in "Kona Blends", short changing those who want to see what this pure varietal is really like. Nespresso, of course hasn't taken this path, and offers a 100% Kona for its capsules.
"Discover 100% Hawaii Kona Special Reserve. Characterized by an intensity of 5, Hawaii Kona Special Reserve gradually releases its exceptional roundness that will captivate you with its complex array of aromas. Due to the low volumes of production, it will be available in very limited quantities for a limited time only Characterized by an intensity of 5, Hawaii Kona Special Reserve gradually releases its exceptional roundness that will captivate you with its complex array of aromas."
It will be a lighter blend, coming in at 5 on their 10 scale for intensity, about the same as the green Capriccio, and a little less intense than the orange Livanto, that comes in at a "6".
With Kona coffee being so limited in its quantities, each capsule will cost you $2; yes, each capsule. You can order them in sleeves, and they will be a part of your order when shipped. I had to order a minimum quantity of 50 other capsules to get the Kona added.
The Verismo 585 adds a "Professional-level" look and feel, with added look and feel you see in a lot of super automatics. The LED screen gives you a readout on what drink you are making; including a short espresso size, a larger ~7 ounce size and a special milk brew button. This button allows you to use a milk pod to create that milk portion of a latte brewing at a lower temperature.
Starbucks has started their ad blitz for their new Verismo Brewer, both on TV and in print. The new Pod/Capsule driven machine offers not only coffee and espresso pods as well as milk-based pods that can help to make those Lattes that so many cafe goers want.
I saw several print ads in magazines, and the ad below on various shows. The link between the in-store experience and that at home is a big push. They did it to propel a pretty mediocre product in the Starbucks Via into a product fueled by in-store merchandising. I am pretty sure that they will do the same for Verismo, and why not?
The new Nespresso U is designed to fit you; customized and tailored to fit your needs. Nespresso has introduced its next generation espresso machine that brings personalized features, and features that can be customized for your tastes. With another tightly designed and compact machine to fit most kitchens in an espresso only format.
The nespresso U has several design features that make it for "U" - favorite brew size selection. I am not sure that this is a mind blowing feature, but you can get your favorite brew size whenever you need by using one of the three brew buttons - Ristretto, Espresso, and Lungo. This is up from the typical to - Espresso and Lungo. what is pretty cool though is that the Nespresso U memorizes your favorite brew size, and by simply sliding the top capsule door closed, it will brew that size. Great if you and your spouse agree, but what happens when they brew a few while you're away? "You got your Lungo in my ristretto?" On top of this, the capsule is ejected automatically after brewing into the used capsule bin (holds 11 capsules). In all, I like the features; just need to make sure my setting is the one setting it remembers; not anyone else's.
A lot of readers have been asking about the size of the new Starbucks Verismo pods and how they compare to other various pods on the market. Size matters, especially when you are storing a bunch of these in the cabinet. Remember, these pods, capsules, and cups can only be used in its own machine. You can't use a Verismo in a Nespresso, nor a nespresso in a CBTL. Dolce Gusto looks big, but it won't work in a K-Cup machine. You get it…...
Starbucks Verismo vs. Nespresso, vs. K-Cup, vs Nescafe Dolce Gusto vs. CBTL
As you can see from the picture, the Verismo pod is a little bigger than a CBTL and a little smaller than a Dolce Gusto pod. It looks like the classic K-Cup has a lot more room in it for coffee and filtering. The smallest is definitely the Nespresso capsule that is packed with coffee, and doesn't need to leave room for any other type of mixing/brewing, like tea, milk or hot chocolate.
One of our readers commented that it was most like the CBTL capsule; without actually seeing it in person, I thought it was more like the Dolce Gusto….. wow, was I wrong. The CBTL and the Starbucks Verismo capsules are very similar, and the Dolce Gusto looks gargantuan in comparison. Left to right below are: K-Cup, Dolce Gusto, Starbucks Verismo, CBTL, and Nespresso Capsules.
With the turning of the calendar page, every September brings a new Limited Edition from Nespreso. Part of their occasional variety efforts to shake up their standard 16 Grand Crus, the Limited Edition can help drinkers explore a little more and potentially discover a new flavor space that they hadn't enjoyed in the past. These Limited Editions typically focus on a theme; the marketing department sees to that, and in some cases, the theme becomes a beast of its own. Take the case of the Kazaar Limited Edition 2010 that wrapped product with the concept of an espresso with such a strong flavor profile that it was an "11 on a 10 scale", backed b an all-robusta blend. The concept took off, the product surprised many, including me, by rounding off the typical rubbery harsh notes typical of a Robusta, while keeping its late flavor punch.
This year's Nespresso Limited Edition Capsule, the Crealto, is not nearly as adventurous as the Kazaar, but still a good adventure in a little capsule. The new bi-color capsule treatment, reminiscent of an entrée at a fine restaurant drizzled with a delicious sauce. The message behind Crealto is that Nespresso coffee should be enjoyed with the creative expressions of fine cuisine. High creativity is the message in its name, but I am not sure they pulled it off in the coffee itself.
Ironpeddler: Looks like the espresso capsules are different than the current read more Ironpeddler: Looks to be a bit pricey at $599.99 for a read more ludo: We have it in store in New Hampshire. read more John Grabowski: The Targets near me (Northern California) all have Nespresso machines. read more Ironpeddler: While they all look good, they are so problematic. Either read more