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I just returned from the French Riviera and every time I visited a friend in their home, the first thing they offered me was a Nespresso espresso.First at a fancy flat in Monaco and then at a lovely villa on Cap d’Antibes, I was offered this special brand of coffee.Now I understand the fascination among fans of Nespresso. All I can say is why did it take them so long to hit the American Riviera?

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NESPRESSO GROWTH

Over the past three decades, Nespresso has established itself as a leading pioneer in the global portioned premium coffee market.Every minute of every day, consumers around the world enjoy 10,000 cups of Nespresso Grand Cru and growing.Headquartered in Paudex, Switzerland with more than 4,500 employees, Nestle Nespresso SA sells products in more than 50 countries and has a global retail network of more than 190 exclusive boutiques in key cities around the world. It has maintained an average annual growth rate of 30 percent since 2000, quite an accomplishment in the context of the recent global economic crisis.For the fourth consecutive year, Nespresso is one of the fastest growing brands within the Nestle Group and one of its “billionaire brands.”

In 2010, Nespresso is adding over 30 new boutiques globally including NYC/Soho, Munich, Brussels, Capetown, Johannesburg and as far away as Shanghai.Miami/South Beach hit the Nespresso map in May.It all started in 1986 with a simple yet revolutionary idea to enable anyone to conveniently create a perfect cup of espresso coffee like those made by skilled baristas with exquisite crema, tantalizing aroma and full-bodied taste.Nestle R&D conceived the Nespresso Capsule in 1982 and thus spearheaded the concept of portioned premium coffee with convenience to the consumer. Adding George Clooney as their brand Ambassador in 2006 didn’t hurt either.Who wouldn’t want to sip a Nespresso with George?

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NESPRESSO HALLMARKS OF SUCCESS

Technology, taste and style seem to all be hallmarks of Nespresso.They have elevated coffee drinking to that fine wines complete with a wide variety of Grand Crus each offering a unique aromatic note (from roasted to woody, buttery, fruity and citrus) and have trained coffee sommeliers and do coffee pairings.They source the beans from the top one percent of the world’s highest quality green coffee crops.Expert roasting, blending and grinding turn these premium beans into Nespresso Grand Crus.All Nespresso coffees are packaged in hermetically-sealed, perfectly portioned capsules to ensure absolute freshness.The Grand Crus each have special names like Arpeggio, Capriccio to Finezzo and Vivalto among others.They also introduce two unique, rare Grands Crus per year for a specified time period as limited editions.For example, they offered special editions one year from Papua New Guinea and Nicaragua.Being a wine connoisseur, I find this all quite fascinating doing a similar strategy for coffees.

A key to Nespresso’s success is their business model they call the NespressoTrilogy.Pillar 1 of the Trilogy is offering perfectly portioned Grand Cru coffees.Pillar 2 is supplying smart, stylish coffee machines complete with patented extraction and brewing system to produce consistently perfect coffee.Pillar 3 is the personalized customer service including the Nespresso Club, 24/7 customer service and their website with ordering possible in seven different languages. Products are delivered to consumers within 24 hours of ordering.

NESPRESSO STYLE & SUBSTANCE

Additionally, Nespresso offers an extensive line of accessories from elegant and refined white porcelain tasting sets to sumptuous sweets including special Belgian chocolates to create the ultimate coffee experience. With Nespresso, there are no paper cups, but fine china as part of the brand personality of luxury and style.They have a long record of commitment to award-winning innovative design.Nespresso created limited edition CitiZdot models honoring Paris and NewYork with urban lifestyle, drawing upon the worlds of art, fashion and graphic design.For Paris, they reflected on the Eiffel Tower and for New York, the yellow taxi cab and shining skyscrapers.The Lattissima model with full metallic housing has the one-touch functionality.

Nespresso is also a good citizen of the planet offering sustainable development.They have a sustainability program including a 2003 initiative with its AAA Sustainable Quality Coffee Program in partnership with the leading environmental NGO Rainforest Alliance.In 2009, Nespresso expanded its efforts with Ecolaboration, a concerted program for its overall operations from coffee to capsules to machines to help reduce their carbon footprint for the future.

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NESPRESSO MIAMI BOUTIQUE BAR GRAND OPENING

The best part of the Nespresso launch in South Beach was that they shipped each journalist a machine to try.So now I am the proud owner of the Nespresso Lattissima and with the touch of a button can offer my friends the best expresso or cappuccino within seconds!They did this to entice us to attend a 9am press conference at the new South Beach store on Lincoln Road.Hey great coffee in a spectacular setting and my very own machine, is enough to get me up and out at that rare morning hour for South Beachers.

Paris-based architect, Francis Krempp told us about his design for the Miami store which included vibrant colors and some signature neon along with smooth dark woods, modern metals and chic panels of glass in this 3,900 square foot space. There is a Barista Bar, Lounge, Machine Wall, Collection Gallery and unique three-story Capsule Wall, a colorful display unique to Miami.This marks the first Nespresso Boutique Bar in Miami.Here customers can taste the 16 Grand Cru coffees, test machines and select accessories and purchase the coffee capsules in-store.

The night of the grand opening, Nespresso BoutiqueBar rocked Miami with a great indoor/outdoor party.There was the traditional ribbon cutting as well as singing sensation, Charice performing along with champagne and Nespresso Grand Cru pairings by Sommelier/Chef, Stephen Asprinio of “Top Chef” and culinary creations by several local celebrity chefs including Jonathan Eismann, Sean Brasel, Douglas Rodriguez, HedyGoldsmith, Nicola Carro & Fabrizio Carro. The honchos of Nespresso were on hand for some speeches while the who’s who of South Beach strutted their stuff along the entrance where Nespresso girls showcased the Grand Cru cases of colorful capsules each sporting one of the various colors.Adding cream to the coffee affair, were the polo players participating in the Miami Beach Polo Cup including the ever handsome Nacho Figueras, who is also the Ralph Lauren fragrance model.Great food, drink and company all under the stars of a perfect Miami night along with the perfect portioned coffee. Now, that’s perfection!

Bravo, Nespresso!

Welcome to South Beach!

Contributing Editor, Hope Gainer,

President of Hope International, is a global image-maker, marketer and branding expert with 30 years of lifestyle experience with a focus today on the luxury market.  She produces unique upscale events around the world.  Gainer is a founding member of the Florida Luxury Council and a contributor to several other luxury publications.  She also represents spectacular “trophy” real estate properties.

* Photo credits

Hope Gainer Grand Opening Party images

Seth Browarnik/WorldRedEye.com Nespresso Boutique South Beach

Nespresso USA, Inc. Nespresso machines & accessories

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