Nespresso Set to Revolutionize the North American Coffee Market with the Launch of VertuoLine
VertuoLine will Create Premium Large-Cup Coffee Segment in U.S.
Nespresso, the worldwide pioneer and reference in premium portioned coffee, today introduced its new VertuoLineTM system in the United States and Canada, the first Nespresso machine that brews both American style large-cup coffee and authentic espresso. Nespresso pioneered the premium portioned coffee market in Europe more than 25 years ago. Today, the brand is set to accelerate its growth in North America and become a major player in the $4.9 billion U.S. portioned coffee market with the launch of VertuoLineTM.
“VertuoLineTM will be a game changer and will revolutionize the most rapidly growing segment of the coffee market in North America,” said Jean-Marc Duvoisin, CEO of Nestlé Nespresso SA. “After pioneering the portioned coffee market in Europe and seeing tremendous growth potential in the North American market, we are confident we can become a major player in the market.”
A Coffee System for the Digital Era:
The new Nespresso VertuoLineTM revolutionizes the way that coffee is brewed by introducing CentrifusionTM technology. A world class team of Nespresso engineers and designers have created the most intelligent, elegant and ergonomic system on the market today. The intelligent extraction system provides an extremely high level of precision as the machine recognizes, through barcode technology, each expertly designed Grand Cru and adjusts the extraction parameters to brew each blend in the most optimal way. The result is a new richly aromatic, deeply flavored, crema-topped large-cup coffee (8 ounces) or espresso.
For the first time ever, coffee lovers can experience large-cup coffee with crema. The silky, generous crema is the sign of a world-class coffee and represents unprecedented quality.
The World’s Finest Coffee:
Only the top one to two percent of coffee beans meets the rigorous quality standards to become Nespresso Grands Crus. VertuoLineTM features a new range of eight large-cup coffees and four espresso blends, to please the most discriminating coffee drinkers. To further cater to tastes in the North American market, Nespresso has introduced eight regular coffee blends with different intensities and taste profiles, including its first-ever half-caffeinated Grand Cru coffee as well as two flavored coffees (Vanilla and Hazelnut) and one decaffeinated variety.
“The North American portioned coffee category has seen tremendous growth, with sales tripling in just three years,” said Frederic Levy, President, Nespresso USA. “Despite a number of in-home offerings in this market, there is no system that delivers the quality and taste in a large-cup offering for which Nespresso is known, and we see this as an incredible opportunity to pioneer an entirely new segment. When coffee lovers try VertuoLineTM, they will see and taste the difference, and it will make them reconsider their daily coffee rituals.”
An Invitation to Experience the Revolution of Coffee:
Beginning this March, Nespresso will take VertuoLineTM on the road for a 108-day tour, inviting Americans nationwide to participate in a revolutionary coffee experience that, along with our retail partners and Boutiques, aims to reach up to 1 million people. Five simultaneous teams will travel the country to 17 different cities where coffee lovers will have a chance to visit a unique installation called the Nespresso VertuoLineTM Pop-Up and experience the revolution of coffee. Tasting venues will include malls across the country as well as major transportation hubs, Union Station in Washington, D.C., and Grand Central Terminal in New York, NY.
Pricing and Availability:
VertuoLineTM is available in three colors (red, black and chrome) for $299, or the VertuoLineTM bundle with the Aeroccino Plus milk frother can be purchased for $349. VertuoLineTM will be available for purchase at www.nespresso.com, through the Nespresso Club (1.877.964.6299) and at Sur La Table, Williams-Sonoma, Bloomingdale’s and Macy’s starting February 20th, and select fine retailers starting April 1st. VertuoLineTM will be available at all Nespresso Flagship Boutiques (New York, Miami, Boston, Dallas, San Francisco and Beverly Hills) beginning March 1st.
About Nestlé Nespresso SA:
Nestlé Nespresso SA is the pioneer and reference for highest-quality portioned premium coffee. Nespresso is involved in every aspect of the coffee value chain, from the coffee tree to the coffee cup, allowing the brand to guarantee consumers unsurpassed coffee quality in every cup of Nespresso coffee. In 2003, Nespresso put in place its own unique AAA Sustainable Quality TM Program, developed in collaboration with the Rainforest Alliance. The program seeks to ensure the highest quality and sustainability in coffee sourcing, while helping to improve the standard of living for farmers and their families. Headquartered in Lausanne, Switzerland, Nespresso operates in almost 60 countries and has more than 9,500 employees. In 2013, it operated a global retail network of over 320 exclusive Boutiques. For more information, visit the new Nestlé Nespresso corporate website: www.nestle-nespresso.com.
