The Nespresso Philosophy
Nespresso has revolutionized the way of preparing coffee to deliver
the ultimate coffee experience for each one of life’s moments of indulgence.
At the heart of this concept is the unique Nespresso trilogy: the hermetically-sealed,
iconic capsules with the large variety of Grand Cru ground coffees, the state-of-the-art,
easy-to-use, sleek-looking coffee machines, and the Nespresso Club
which offers unmatched personal service.
Nespresso Origins
During the 1970s Nestlé anticipated the growth of the speciality or
gourmet coffee market and was inspired by espresso inventor Luiggi Bezzera’s
original concept. The principle was straightforward: to offer the quality of
espresso made in the best Italian coffee bars directly in homes and work places.
It became clear that over and above the selection of the finest coffee beans,
the secret of perfecting espresso lies in the precise combination of freshly
ground coffee, water and pressurized air, which allows superior extraction and
emulsion of the coffee. After years of research on the technological development
of the machine and the coffee capsule, including many patents, the project was
completed in the mid 1980’s.
The end result was the Nespresso system, a technically advanced espresso machine
using unique, pre-measured ground coffee capsules that protect more than 900
coffee aromas from the damaging effects of light, air and moisture. This system
consistently yields high-quality espresso – the perfect marriage of aroma,
body, taste and crema.
It marked the start of a new era: that of portioned coffee of the highest quality.
The Nespresso Trilogy
Nespresso embodies the most sophisticated espresso and coffee concept ever
developed.
Perfectly portioned Grand Cru coffees, smart coffee machines and customized,
convenient service for Club Members form a trilogy of the highest quality, which
is the very cornerstone of Nespresso.
The Nespresso Grand Cru Coffee
The Nespresso Grand Cru coffee has the best in-cup quality due to unmatched
crema, body and taste. And, the great assortment of coffee blends enable Club
Members to select the coffees that match their personal taste preferences, thus
creating very individual moments of pleasure and indulgence time and time again.
Nespresso Green Coffee experts regularly criss-cross the globe in search of
only the highest quality green coffees from select countries of origin. While
working closely with farmers and suppliers at origin, Nespresso’s Green
Coffee experts define and select the best and most unique green coffees with
specific aroma profiles and exceptional character to ensure the highest quality
finished products.
To always maintain the highest quality every step of the process, Nespresso
conducts numerous stringent inspections. At origin, Nespresso uses its own tasters
to test each bag of green coffee to ensure it is of the highest quality, and
when the green coffee is received at port and again at the Production Center,
Nespresso analyses each bag to ensure it matches its exact, expected profile.
Nespresso offers fourteen, exclusive premium quality coffees
of varying flavour profiles and body.
- Twelve Nespresso varieties are available all year-round. These
Grands Crus are subtly blended from coffees of different
origins to bring out their best characteristics, with each variety offering
a unique personality. The colour of the capsule differentiates each of the
nine Espresso varieties: Ristretto, Arpeggio, Roma, Capriccio,
Livanto, Cosi, Volluto, Decaffeinato Intenso and Decaffeinato as well as the
three Lungo varieties: Vivalto, Finezzo and Decaffeinato
Lungo. Since the freshness of each individually sealed capsule is guaranteed
for up to 12 months for both the Espresso and Lungo varieties, coffee lovers
are able to keep a selection of different varieties on hand.
- In addition, two rare coffee varieties are offered to customers for limited
periods every year. Special Club (in the Autumn) and Limited
Edition (in the Spring) varieties are single origin or blended from
highly selective coffee harvests chosen for the exceptional character of their
vintage or the extraordinary personality of their aroma.
Nespresso coffee varieties are packaged in exclusive, hermetically
sealed aluminium capsules. The capsule protects the freshly ground
coffee from air, light and moisture, preventing oxidization and preserving even
the most volatile aromas. It is covered on the inside with a protective film
to prevent any contact between the coffee and the metal. Each capsule contains
the exact measure of freshly roasted and ground coffee to prepare a single cup,
providing consistent results with no wastage. While opened bags of roast or
roast and ground coffee quickly go stale, the freshness of each single-portion
Nespresso capsule remains intact, meaning an end to throwing away half-used
coffee bags.
The Nespresso Smart Machine
The smartly designed and easy to use Nespresso machines are specifically developed
to complement and enhance the aroma, crema and flavour of Nespresso Grand Crus,
cup after cup. Nespresso machines boast an intriguing combination of cutting-edge,
stylish design with the highest degree of functionality, two characteristics
that are important to Nespresso Club members and which are at the very soul
of Nespresso’s business.
While the personality of a Nespresso coffee is developed during green coffee
selection, blending, roasting and grinding, only very precise extraction can
reveal the true character of these Grands Crus. The Nespresso extraction
system operates only once the ideal water pressure of 11 to 15 bars
is reached inside the capsule. Then the capsule is perforated at several points
by the exclusive, built-in opening and filtration system. A jet of instantly
heated fresh water penetrates the capsule and flows through all of the ground
coffee at once, allowing Nespresso’s superior extraction of all the precious,
volatile coffee aromas at optimal pressure to produce incomparable body and
taste enhanced by smooth crema.
Most importantly for home users, Nespresso machines offer a system that is
extremely clean and simple to use. Thanks to the self-contained capsules, there
is no need to measure out ground coffee or pour away used coffee granules. In
addition, the open-jaw technology employed in recent Nespresso machine designs
means that the capsule is simply popped into the top of the unit and then “swallowed”
by the machine when the coffee has been extracted and the jaw is re-opened.
The machines are equipped with a 19 bar high-pressure pump
especially adapted to the Nespresso system. The exact extraction pressure exerted
on the coffee in the machine varies between 11 and 15 bars depending on the
how finely the coffee has been ground (each variety is ground to a specific
texture to allow optimum extraction). Such high pressure is essential to unleash
more than 900 coffee aromas, to give the Espresso or Lungo its body and to enhance
the smoothness of the crema (crema is the smooth creamy layer formed on the
surface of a fine espresso that locks in the aromas until the coffee is stirred
or tasted).
A good espresso/coffee must also be prepared at a precisely calibrated temperature.
Too hot and the coffee will burn, too low and the coffee aromas will not be
optimally extracted. Accordingly, Nespresso machines feature a thermoblock:
a high precision system controlled by a thermostat to regulate the water temperature.
This element ensures that the water is brought to an ideal temperature (83°C
- 88°C), guaranteeing the espresso’s taste and the formation of crema.
For those who prefer their coffee with milk like a Cappuccino/Caffè
Latte can find Nespresso machines with a special steam nozzle for steam
frothing. Milk is poured into a separate unit and a rubber tube is inserted
and draws milk into the heating and frothing device of the machine, which then
delivers the perfectly frothed milk straight into the cup.
Nespresso Accessory Collection
In addition, Nespresso machines are delivered with specially selected cups
to compliment the perfectly prepared Espresso or Lungo. Made of porcelain, their
thickness maintains the ideal temperature while their concave shape preserves
the smoothness of the crema. Lastly, the tulip shape of the cup allows the coffee’s
aromas to be fully appreciated. The cups form the foundation of the Nespresso
Accessory Collection.
The Accessory Collection is a selection of hand-picked accessories designed
to prepare and serve Nespresso. From the elegant and refined white porcelain
espresso sets to the sweetness of small chocolate squares, accessories create
the perfect setting to enhance the experience and the pleasure of enjoying Nespresso.
Nespresso Personalized Services
Providing consistent premium service and finding new ways to delight Nespresso
Club Members are also driving forces for Nespresso.
Nespresso coffee capsules and accessories are available around the world through
the Nespresso Club. Open 24 hours a day, seven days a week, the Nespresso Club
offers members personalized service. As a centre for expertise on the coffee
varieties and the system, including advice on machine use and maintenance, it
serves as a direct link with consumers while providing valuable feedback from
members. Nespresso Clubs guarantee fast and secure delivery within 48 hours
of coffee and accessories ordered via mail, the Internet or by toll-free telephone
and fax numbers.
Anyone purchasing a Nespresso system machine automatically becomes a member
of the Nespresso Club. Today, it has over 1,6 million active affiliated club
members served by its facilities in principal European markets (Austria, Belgium,
France, Germany, Great Britain, Italy, Norway/Sweden, Portugal, the Netherlands,
Spain, Greece and Switzerland) as well as in Australia, Israel, Japan, Russia,
the United States and Canada. In 2004, creation of an international ordering
platform via Internet. This service is available in more than 60 countries where
Nespresso has no affiliate.
Alternatively, customers can visit the nearest Nespresso Boutique for information
and advice as well as sample different blends and purchase coffee capsules and
accessories. There are currently 33 Nespresso Boutiques in more than 29 locations,
including Paudex, Geneva, Bern, Basel, Zurich, Lucerne, Paris (4), Marseille,
Lyon, Nice, Strasbourg, Bordeaux, Lisbon, Rome, Milan, Amsterdam, Brussels,
Antwerp, Hamburg, Düsseldorf, Munich, London, Vienna, Barcelona (2), Madrid,
Moscow, Tel Aviv, Tokyo and Osaka. In addition, new Boutiques will be opening
in the following locations in 2005: Lille, Toulouse, Valencia, New York, Sydney,
Stockholm, Lugano, Budapest, Prague, Vienna and Linz.
Nespresso Design & Technology
Nespresso machines are timeless designs. The first machine range is based on
sleek, angular lines, while the second range offers a more organic, avant-garde
approach. The compact size of Nespresso machines allows them to fit into any
environment.
For more than ten years Nespresso machines have been designed by industrial
designer Antoine Cahen and his company, Les Ateliers du Nord (ADN), based in
Lausanne, Switzerland. ADN has designed the entire range of Nespresso
machines with the exception of the Alessi Nespresso machine, created
by German designer Richard Sapper.
Nespresso continues to spearhead machine innovations equipped with more advanced
features and functions, but which offer increased customer convenience and ease
of use.
Distinctions
Nespresso machines have won several design awards:
- 1996: “Design Innovations” awards for the C125 and C250 Nespresso
systems at the Essen trade show
- 1998: The “iF” (International Product Design Award) for the
Nespresso system C220 at the Hanover trade show
- 1998: “Award for High Design Quality” for the Nespresso
system C280 at the Essen trade show
- 2002: A “Red Dot: Best of the Best” prize for highest quality
in international product design was awarded to the Nespresso C 190
(Concept Line) by the renowned Design Zentrum Nordrhein-Westfalen in Essen,
Germany
- 2002: The Nespresso C 190 (Concept Line) received a coveted “Good
Design” Award by the Chicago Athenaeum Museum of Architecture and Design
in the U.S.A.
- 2004: The Nespresso M 200 Automatic (Concept Line) won the Small
Electrical Appliance of the Year Award at the UK’s 2004 Industry Awards
in London.
- 2004: The Nespresso D 90 (Compact Line) received a coveted “Good
Design” Award by the Chicago Athenaeum Museum of Architecture and Design
in the U.S.A.
- 2005: A “Red Dot: Best of the Best” prize for highest quality
in international product design was awarded to the Nespresso C90
(Compact Line) by the renowned Design Zentrum Nordrhein-Westfalen in Essen,
Germany.
Diversification and Innovation
As well as operations within the “Home” sector, Nespresso has successfully
expanded into the “Out-of-Home” sector:
• Hotels, Restaurants and Cafes
In 1993, Nespresso introduced its first commercial machine in the premium restaurant
sector in conjunction with the renowned Italian coffee machine manufacturer,
Gaggia.
• Nespresso Aviation system
In 1995, the first Nespresso machine developed for airlines was launched with
the British company AEROLUX Ltd. The Nespresso Aviation system received the
IFCA Mercury Golden Award in the “Equipment for In-flight Service and
Airline Catering” category in 1996. Today, it is used by Swiss International
Airlines, British Airways, Lufthansa, Cathay Pacific, Qantas, Malaysia Airlines,
Finair, Middle East Airlines, Eva Air, Varig, Qatar Airways, Aeroflot, Amiri
Flight and Saudi Arabian Airlines, among others. Each day more than 10,000 Nespresso’s
are served in first class onboard some 1,500 long distance carriers.
In 2005, Nespresso has launched a new aviation machine system in partnership
with IACOBUCCI, Italy.
• Nespresso Professional system
In 1996, the company introduced the Nespresso Professional system, offering
premium portioned coffee and enhanced machine convenience especially designed
for small to medium-sized businesses, restaurants and customer care companies.
Nespresso Professional machines operate on a slightly different extraction system
and with distinct coffee capsules, called “pods”. The six coffee
varieties of differing taste and body are blended to allow the choice of short
cup (such as espresso) or long cup (such as lungo) or even decaffeinated coffee
throughout the day. Today, the Nespresso Professional system is sold in more
than 35 countries and represents 23% of the company’s portioned coffee
sales volume.
Nespresso’s Commitment to Countries of Origin
The vision of Nespresso is to be the preferred and most respected portioned
coffee company in the icon for perfect coffee worldwide. At Nespresso, we believe
that constantly delivering high-quality coffee and the greatest variety of blends
to our Club Members can only be achieved through sound business.
Our commitment to highest quality runs deep within Nespresso and is the focal
point for everything we do, from sourcing the highest quality green coffee within
the category of specialty coffee to the direct delivery of coffee capsules to
our Club Members’ homes.
Speciality coffees are superior quality products made from beans that are available
in very limited quantities (6% of the global coffee production) and for which
the prices are set according to origins and quality. This translates into higher
prices for the farmers who produce these beans.
The rapid growth of the Nespresso business and the growing demand for the highest
quality green coffee provide increased opportunities for farmers to receive
premium prices. In striving to ensure the consistent supply of the highest quality
coffee for our Club Members now and into the future, Nespresso is establishing
long-term relationships with suppliers and farmers.
Nespresso and the Environment
Nestlé Nespresso SA operates according to the environmental policy of
the Nestlé Group, managed by the Nestlé Environmental Management
System (NEMS).
This policy requires environmental measures to be integrated throughout the
supply chain, covering all aspects of a product’s life cycle from the
acquisition of raw materials to the finished product, including the manufacturing
and disposal of product packaging.
Production processes of the Group are regularly subject to environmental audits
to evaluate manufacturing effectiveness, verify adherence to applicable environmental
legislation, closely examine incidents likely to effect the environment and
promptly instigate appropriate action.
In 1998, the Nespresso capsule and packaging production unit received a favourable
ecological appraisal following an in-depth study conducted by the Elektrowatt
SA engineering firm of Zürich, Switzerland.
