Creating the premium large-cup coffee market with VertuoLineTM
Nespresso is introducing its new VertuoLine system, the first Nespresso machine that brews both American style large-cup coffee and authentic espresso. Launched exclusively in the US and Canada, VertuoLine directly appeals to large-cup coffee preference in North America. In the same way that it pioneered the premium portioned coffee segment in Europe more than 25 years ago, Nespresso aims to revolutionise the large-cup coffee segment in North America.
With the launch of VertuoLine, the brand is set to accelerate its growth in North America and become a major player in the $4.9 billion US portioned coffee market. The US market is estimated to contribute to half of the portioned coffee segment’s growth worldwide.
“VertuoLine 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 VertuoLine revolutionizes the way that coffee is brewed by introducing Centrifusion™ technology. 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 flavoured, crema-topped large-cup coffee (8 ounces) or espresso (1.35 ounces).
VertuoLine will be a game changer and will revolutionize the most rapidly growing segment of the coffee market in North America.
Jean-Marc Duvoisin, CEO
Nestlé Nespresso SA
For the first time ever, coffee lovers can experience large-cup coffee with crema. The silky, generous crema is a naturally formed foam of coffee and air. Representing unprecedented quality, it seals aromas in coffee and enhances the tasting pleasure.
“VertuoLine is one of the most important Nespresso innovations in the past 25 years. Our world-class team of engineers and designers has crafted the most intelligent system available on the market today, and the first portioned coffee system to brew large-cup coffee with crema,” said André Jung, Head of New Technologies at Nestlé Nespresso SA. “This system features an extremely high level of precision that allows a perfect cup each and every time.”
The world’s finest coffee - and nothing else
Only the top 1 to 2 percent of coffee beans meets the rigorous quality standards to become Nespresso Grands Crus. VertuoLine features a new range of eight large-cup coffees and four espresso blends, to please the most discriminating coffee drinkers.
“The VertuoLine coffee range has been specifically designed with North American taste preferences in mind,” commented Karsten Ranitzsch, Head of Coffee at Nestlé Nespresso SA. ”We are introducing eight coffee blends with different intensities and taste profiles, including our first-ever half-caffeinated Grand Cru coffee as well as two flavoured coffees.”
“The North American portioned coffee category has seen tremendous growth, with sales tripling in just three years,” said Frédéric Levy, President at 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 VertuoLine, they will see and taste the difference, and it will make them reconsider their daily coffee rituals.”
Available in red, black and chrome, VertuoLine offers a look that is sleek, stylish, and suits any living space. Given North America’s preference for fresh milk over powdered, the Aeroccino milk frother is also available for purchase with VertuoLine if consumers wish to make premium milk-based beverages such as Lattes or Cappuccinos.
VertuoLine will be available for purchase to North American consumers 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. VertuoLine will be available at all Nespresso Flagship Boutiques (New York, Miami, Boston, Dallas, San Francisco and Beverly Hills) beginning March 1st.
Coffee & Conversation with Nespresso CEO Jean-Marc Duvoisin