Creating the premium large-cup coffee market with VertuoLineTM
Nespresso is introducing its new VertuoLine system, the first Nespresso machine that brews both American style large-cup coffee and authentic espresso. Launched exclusively in the US and Canada, VertuoLine directly appeals to large-cup coffee preference in North America. In the same way that it pioneered the premium portioned coffee segment in Europe more than 25 years ago, Nespresso aims to revolutionise the large-cup coffee segment in North America.
With the launch of VertuoLine, the brand is set to accelerate its growth in North America and become a major player in the $4.9 billion US portioned coffee market. The US market is estimated to contribute to half of the portioned coffee segment’s growth worldwide.
“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 Nestlé 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. 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 flavoured, crema-topped large-cup coffee (8 ounces) or espresso (1.35 ounces).