Limited Edition SELECTION VINTAGE 2014
No, it is not wine; it is coffee!Nespresso has launched a new Limited Edition coffee called Selection Vintage 2014. It is not just another limited edition like Tanim de Chiapas - Mexico or Cafezinho - Brazil. It is not exotic or has a colorful capsule like others. It is all about the story behind it. Have a look at the below video;
OK, I am a Nespresso customer, and I like both the product and the brand. I even upcycle used capsules of mine and my friends to make decorative items; Capsules and Light. Categorically, it falls under capsule art, another developing thing among fans, which is also under Nespresso's radar. Check the website of Second Life Project by Nespresso or just google it.
Check out their Ecolaboration Program. A comprehensive one covering sustainability, social, and environmental impacts of the business while improving the lives of coffee farmers and their communities. They do whatever has to be done.
I believe that Nespresso is a very successful brand that has created its own segment and loyal customers. An upscale coffee brand with chique boutiques, quality products, great marketing communication, and, of course, ads with George Clooney, who is its face since the brand launched. What else?
Treat it like wine - Complex taste with an elegant woodiness.
It looks like Nespresso brings a new dimension to the world of coffee by launching Selection Vintage 2014. They treat coffee like wine and market it accordingly. I have not tasted it yet, but the point is how you position it, not the taste or price, at least for now. This has a big potential, and I wonder how it is going to develop.
Good luck, Nespresso!