From coffee shop to home
Nespresso now delivers grand cru coffee right to your doorstep
CONNOISSEURS of Nespresso’s coffee capsules – Grands Crus as they are known – no longer need to stock up on pods when they go overseas. Demand by Thai coffee connaisseurs has been so high that the first Nespresso Boutique in Thailand has now officially opened at Siam Paragon.
A full range of its 23 permanent Grand Cru coffees are already enjoyed in 63 countries and more than 450 boutiques under the direction of Nespresso brand ambassador George Clooney whose light box ad is the first thing to catch the eye as you enter the store.
“Coffee consumption of premium lifestyle brands is growing. Thai people are interested in more intense coffee and have developed a taste for complex aromas and flavours. Our portioned coffee capsules with a wide range of profiles are well positioned to cater to that trend. Fifty per cent of our new customers experience Nespresso for the first time thanks to word of mouth,” Renaud Tinel, head of Asia Region, told the Sunday Nation at the grand opening last Wednesday.
The 120-square-metre Bangkok boutique is the 23rd in Asia and is dominated by dark and light brown and beige tones, reflecting the coffee roasting experience, with a splash of red representing the fresh coffee cherry. Dark wood shelf units display colourful boxes of coffee capsules and the gleaming machines and accessories while rosewood panelling adorns cream walls and custom-made cream porcelain floor tiles cover the floor.
The tasting area is designed in the form of a circular bar and offers visitors the chance to experience the diversity of coffee flavours. Coffee specialists are on hand to guide tastings and answer questions.
“Since the soft opening last December, I’ve been surprised to discover that Thai people enjoy a shot of espresso. We offer a range of ground coffees with an intensity level from 3 to 12 and Thais tend to love the top ranges from 9 to 12. Among these are the full-bodied espresso Ristretto, which has an intensity of 10 and the Arpeggio, a dark, intensely rounded roast enhanced by notes of cocoa with an intensity of 9,” explains country manager Han May.
Tinel adds that growth in the coffee aluminium capsules and coffee-pod machine market has been strong despite an explosion of boutique “roasteries” in recent years. Coffee lovers are trying to create a consistently high quality coffee at home in a convenient way and the compact machine extracts coffee at high pressure from the colourful pods, allowing the coffee to be sealed the moment it is ground.
“Our capsules are hermetically sealed with recyclable aluminium to preserve freshness and aromas against damaging factors such as light, air and humidity. We ensure the freshness consumption up to 12 months after the date of production. The ‘best before’ date on each sleeve is not the expiration date but indicates the best result you’ll get from a cup,” May says.
There are six categories designed to suit all preferences. The Intenso is a full-bodied blend, the Espresso is perfect for an aromatic and balanced espresso shot while the Pure Origin guarantees a single country of origin. Lungo offers a complex blend in a 110-ml Lungo cup, Variations boasts flavoured blends, and Decaffeinato is for those who love the coffee taste but not the caffeine kick.
The Grand Cru coffees range in price from Bt280 for a box of 10 capsules to Bt340, though the prices are slightly higher than those in neighbouring Hong Kong and Singapore stores and about double those purchased in Europe. Four models of machines – Inissia, Pixie, Umilk and Latissima – are available from Bt6,500 to Bt16,900. Customers who buy Nespresso machines automatically become club members and enjoy a range of personalised services.
In addition to the 23 different capsules, limited editions of unique flavours are launched three times a year. The next new flavour will be introduced next month.
COOL BREWS
>>Nespresso boutique on the first floor of Siam Paragon is open daily from 10 to 10.
>>Free delivery for a minimum order of Bt3,000 is available throughout the country. For orders placed before 3pm, the products can be delivered by the next working day within Bangkok.
>>Orders can be placed online at www.Nespresso.com or via the “Nespresso” mobile application for both iOS and Android.
>>For toll-free orders, call at 1800-019090.
