It was no longer just a better coffee for your office — it was a way of life. Over time, Nespresso gained a huge database of customers it could market to, as well as a way of recording consumer preferences and buying habits. For customers, the club created the sense that you were part of a sophisticated worldwide cabal of corporate espresso lovers. When I first encountered Nespresso, as a student, around , I remember feeling like I was finally part of the global elite everyone kept complaining about.
At the University of Oxford, Prof Charles Spence, head of the Crossmodal Research Lab, has studied how much your experience of coffee is shaped by the way it is presented. In Nespresso adverts, he observed, coffee is almost always displayed in a transparent glass, with a crown of light crema on top of the drink.
For the people who sell it, the way coffee looks has long been as important as how it tastes. Until the late 19th century, beans were prized for their size, colour and symmetry.
Nespresso applied a similar approach to its capsules: they started rather plain, in greys and golds, but evolved into a full spectrum.
Red means decaffeinated, with darker purples and greys for the stronger, more intense flavours. The story of the tinkerer playing with pipes and valves in his workshop is more appealing than the smooth corporate rebranding exercise.
Gaillard is only too glad to correct the record. In his version of the story, Gaillard was a brash operator who made his position unbearable. He described the Favre-centric Nespresso origin story as, at best, a simplification, which omits the work of the many other designers involved. Nespresso denied the claims. In , Starbucks arrived in the UK, and elsewhere in Europe from Although not in Italy, which somehow held out until Previously it had been difficult to get a decent coffee anywhere outside Italy.
At Starbucks, you could enjoy Italian-style coffee, which is to say freshly made and with frothy milk, marketed with Italian-style language. The first Nespresso e-commerce site opened in , and the first boutique opened in Even before George Clooney came along, the pot was bubbling nicely.
Rich, very rich. He has said he spends most of it on the satellite he uses to monitor human rights abuses. I drink it every day. Pretty much everyone agrees that bringing Clooney on board was a masterstroke — except Gaillard.
In Switzerland, Nespresso took business from roast and ground; in China, from tea; in Britain, from instant. Nespresso reigned supreme over an entire domain of coffee that it had effectively created from scratch.
As Nespresso kept growing, its pursuit of global homogeneity rubbed up against idiosyncratic national or regional coffee cultures. The beans are roasted, ground and put into capsules, between 5 and 6 grams of coffee and 1 gram of aluminium per capsule. On its long journey to the back of your throat, Nespresso coffee is checked for quality more than 40 times, using colour spectrometers and a battery of tasters in white coats.
In some cases, there is DNA analysis. After the capsules have been packaged, they are sorted by robots and sent by train to Antwerp. From there, they are shippedto countries all over the world.
The Nespresso system also sat uneasily in a coffee culture that prefers to drink coffee in enormous cups, ideally while driving. This is the land of the Starbucks venti. Politics Covid U. News World Opinion Business. Share this —. Follow NBC News. Clooney is a celebrated movie star with decades of acting experience and accolades under his belt. He is also a noted humanitarian, so an endorsement from Clooney carries some extra weight for companies trying to improve their image. His endorsement of Nespresso, a luxury coffee brand, was definitely a high-end deal that netted Clooney an impressive paycheck.
Clooney first partnered with the coffee company in In the past, Clooney expressed excitement about the chance to work with the Swiss company and saw it as a way to combine his philanthropic and commercial endeavors. Related posts. Oct 18 Kate Brewing. Kate Brewing. Try Our Coffee Recipes. Kate Recipes. Other Categories. Copyright Coffee Affection.
All Rights Reserved. About Contact. Disclaimer Privacy policy. Your subscription could not be saved. Please try again.
0コメント