NEW YORK, US – Nespresso, the worldwide pioneer and reference in premium portioned coffee, today introduced its new VertuoLine 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 VertuoLine.
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“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 Nestle 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. 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. VertuoLine 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 VertuoLine, 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 VertuoLine 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 VertuoLine 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
VertuoLine is available in three colors (red, black and chrome) for $299, or the VertuoLine bundle with the Aeroccino Plus milk frother can be purchased for $349.
VertuoLine 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.
VertuoLine will be available at all Nespresso Flagship Boutiques (New York, Miami, Boston, Dallas, San Francisco and Beverly Hills) beginning March 1st.
Source: press release
