NESCAFÉ Creates ‘The Best of Thai Espresso by NESCAFÉ’ Phenomenon Introducing the New and Best-Ever Recipe of ‘NESCAFÉ BLEND & BREW ESPRESSO ROAST’ in a Green Stick Along with the launch of the ‘NESCAFÉ ESPRESSO ROAST Club’ featuring an innovative "Vertical Immersive Coffee Experience" in Chinatown, Expanding the New Generation Consumer Base

 

NESCAFÉ Creates ‘The Best of Thai Espresso by NESCAFÉ’ Phenomenon
Introducing the New and Best-Ever Recipe of ‘NESCAFÉ BLEND & BREW ESPRESSO ROAST’ in a Green Stick
Along with the launch of the ‘NESCAFÉ ESPRESSO ROAST Club’ featuring an innovative "Vertical Immersive Coffee Experience" in Chinatown, Expanding the New Generation Consumer Base

 

Mr. Victor Seah, Chairman and CEO, Nestlé Indochina; Mr. Jojo Dela Cruz, Business Executive Officer – Coffee and Creamer Business Unit, Nestlé (Thai) Ltd.; and Ms. Sriprapha Chingprasertsuk, Business Manager – Soluble Coffee and Creamer, Nestlé (Thai) Ltd., officially introduce “of the new ‘NESCAFÉ BLEND & BREW ESPRESSO ROAST’  and NESCAFÉ Espresso Roast Club

 

Bangkok – 6 July 2023 - NESCAFÉ announced the launch of ‘NESCAFÉ BLEND & BREW ESPRESSO ROAST,’ the new and best-ever recipe in a convenient green stick made from two types of coffee beans, blending Robusta coffee with the intense aroma of Arabica, to deliver the best coffee complemented by the smooth and well-rounded taste of quality milk, a taste profile specially created for Thai coffee drinkers and the new generation of consumers that provides the perfect coffee experience complemented by the smooth and well-rounded taste of high-quality milk.

 

To convey the concept of ‘strong and get ready to PLUS (+) more activities that you are passionate about’, NESCAFÉ invited Gulf – Kanawut Traipipattanapong to collaborate in a captivating series of commercials that depicts the lifestyles of the new generation who have a deep appreciation of Thai-style espresso – and after indulging in ‘NESCAFÉ BLEND & BREW ESPRESSO ROAST,’ they are empowered to plus and explore more activities.

 

To create ‘The Best Thai Espresso’ phenomenon, NESCAFÉ is introducing the “NESCAFÉ Espresso Roast Club” in the heart of Yaowarat, the renowned Thai Chinatown. This club offers a unique space for Thai Espresso lovers, complete with state-of-the-art AR technology and exciting activities, notably the exclusive Vertical Immersive Coffee Experience, a never-before-seen attraction. The club will be open from July 7 to 30 and admission is free. However, interested individuals can reserve their place in advance at: https://bit.ly/3Ny7FU5

 

Embracing the Preferences of Thai Coffee Drinkers with In-Depth Consumer Insights

Thais have a unique coffee drinking culture, embracing espresso in a distinct manner that sets them apart, with a preference for the robust strong taste of espresso combined with milk to create a well-rounded taste. Nielsen research conducted last year revealed that White Cup coffee consumption among Thais surged to 62%. The most popular menu item is espresso with milk, commonly known as ‘ES RON’ for hot espresso and ‘ES YEN’ for iced espresso, reflecting the ordering preferences of Thai consumers.

Ms. Sriprapha Chingprasertsuk, Business Manager – Soluble Coffee and Creamer, Nestlé (Thai) Ltd., said, “NESCAFÉ is Thailand’s number one coffee brand with a wide range of products to meet the needs of all Thai people’s lifestyles, especially NESCAFÉ BLEND & BREW ESPRESSO ROAST in the green stick. It’s a long-time favorite NESCAFÉ coffee mix among Thais. Additionally, our coffee mix products in stick format have reached every consumer, every time, nationwide so that everyone can enjoy great taste and quality coffee. As a market leader, we are aware of and understand when coffee drinkers’ demands change, which is why we developed a new recipe for one of our best-selling products to meet consumer needs, especially the new generation who love a White Cup. The most popular flavor is Espresso with milk, followed by Cappuccino and Latte coffee, which is why we have introduced the best-ever recipe for the best Thai Espresso from NESCAFÉ BLEND & BREW ESPRESSO.”

 

NESCAFÉ BLEND & BREW ESPRESSO ROAST with the new recipe is the best Thai Espresso, made from selected quality Robusta and Arabica coffee beans that are 100% sustainably sourced from farmers certified with the 4C standard. They were used to create the new recipe for NESCAFÉ BLEND & BREW ESPRESSO ROAST made with NESCAFÉ's proprietary technology. This perfect combination yields an intense taste of espresso from the Robusta beans and a great aroma from the Arabica beans, with the added smoothness and well-balanced taste of quality skimmed milk. It can be easily brewed while offering a great taste to enjoy. NESCAFÉ ​​conducted consumer research, revealing that over 80% of participants expressed their preference for this new recipe, reinforcing the new “NESCAFÉ BLEND & BREW ESPRESSO ROAST” in green stick as the Best Taste in this category and the best choice for Thai Espresso coffee lovers.

 

Featuring Marketing Innovation to Create a New Experience to Engage Thai Consumers with State-of-the-Art Technology

NESCAFÉ is inviting Thai coffee lovers to embark on a meticulously crafted journey of coffee making,
resulting in a remarkable cup of coffee conveniently served in a stick, by introducing the “NESCAFÉ Espresso Roast Club,” an innovative concept offering a cutting-edge and interactive vertical coffee experience across three zones, enriched by advanced AR technology.

 

·        Zone 1 - The Best Ingredients Zone: NESCAFÉ is bringing a coffee farm to life in a 4D Experience through the immersive reality of the sound, aroma, and ambience of growing quality coffee. It tells the story of the best ingredients and the production process, from growing to hand picking the two types of quality 4C-certified coffee beans, Robusta and Arabica. Then the Journey of The Best Espresso will excite you as it shows making the best Espresso using interactive mapping technology in a completely dark room. You can immerse yourself in every process from hand picking and roasting coffee beans to recipe development and enjoy the story of quality skimmed milk at the Immersive Espresso Bubble room. You can immerse yourself in the milk bubbles in coffee served in a NESCAFÉ cup, as well as floating 4D bubbles.

 

·        Zone 2 - The Best Process Zone offers a new experience with a large coffee roaster. Visitors will see the precise process of roasting coffee by professional experts. NESCAFÉ’s new recipe uses finely ground roasted coffee made with NESCAFÉ's proprietary technology that perfectly blends all ingredients to deliver new NESCAFÉ BLEND & BREW ESPRESSO ROAST in the green stick.

 

·        Zone 3 - The Best Espresso Zone After visiting The Best of Ingredients and The Best Process zones, you will step into a chic café bar decorated in a modern trendy look with a cool photo corner. Enjoy two special menu items while chilling out: a ‘Signature Thai Hot Espresso’ – hot brewed NESCAFÉ BLEND & BREW ESPRESSO ROAST, the signature menu of the Club, and ‘Made My Day, ES YENN’, Thai iced Espresso coffee with a smooth and well-rounded taste.

NESCAFÉ is hosting an Exclusive Fan Meet event with Gulf for fans and coffee lovers to experience the best of Thai Espresso with AR technology on July 17 at the NESCAFÉ ESPRESSO ROAST CLUB. To gain access to the event, simply post a picture of you ready to do any activity you like with NESCAFÉ ESPRESSO ROAST plus the caption "Drink NESCAFÉ ESPRESSO ROAST" and the hashtag #เนสกาแฟเข้มพร้อมบวก on your Facebook page. Then post your participating link on NESCAFÉ's Facebook as well as making your post public. On July 11, the judges will select the 25 most creative pictures and captions to determine who is eligible to join the exclusive fan meet. Submissions are open until 11:59 pm. on July 10.

 

Coffee drinkers upcountry can experience the new NESCAFÉ BLEND & BREW ESPRESSO ROAST in a green stick through over one million product samples and special activities at supermarkets, nearby stores, and caravans that will excite consumers nationwide.

 

NESCAFÉ BLEND & BREW ESPRESSO ROAST is available at stores and leading malls nationwide. For online channels, please visit Lazada: https://bit.ly/3P3HXsP and Shopee: ht12tps://bit.ly/42EyGdY