Brand Story

Nespresso was established in 1986 and is headquartered in Lausanne, Switzerland. It is the first company to launch a revolutionary system of portioned coffee.

In thirty years, Nespresso has evolved to be an industry pioneer and trendsetter in the industry. In shaping the global coffee culture, the brand has redefined and revolutionized the way millions of people enjoy their coffee today.

Nespresso is not just coffee. It is a sensorial experience. It is a lifestyle that is simple yet refined, offering timeless elegance.

Nespresso now operates in 64 countries with more than 12,000 employees and a global retail network of more than 450 boutiques.

The history of Nespresso is marked by the passion for perfection and track record of continuous innovation to consistently deliver the finest tasting experience to coffee lovers worldwide through the highest quality Grand Crus, machines and exclusive consumer services.

Nespresso is committed to delivering the ultimate coffee experience to Nespresso club members though constant innovation.

George Clooney

In 2006, Nespresso officially appointed the famous American actor George Clooney as its global brand ambassador.
He has been featured in Nespresso brand campaigns alongside other celebrities. Nespresso's high-end brand positioning and the expression of the integrity of the coffee culture has been perfectly displayed through different stories.

When it comes to B2B, Nespresso offers 13 exceptionally rich Grands Crus, a range of smart and stylish commercial coffee machines and exclusive personalized services.

As of December 2016, Nespresso B2B coffee machines are available in more than 400 five-star hotels and more than 35,000 rooms in mainland China. Today, Nespresso is the coffee of choice among a wide range of coffee and gourmet lovers.

In 2007, Nespresso entered the Chinese market. In the past decade, Nespresso has since opened 6 boutiques in Beijing, Shanghai and Chengdu, with additional 75 retail corners (including 16 counters).
Brand Milestones
  • 1986

    Nespresso SA was founded in Switzerland.

  • 1989

    Nespresso launched the Nespresso Club concept, focusing on offering coffee lovers a series of exclusive services.

  • 1998

    The company changed its name to Nestlé Nespresso SA.

  • 1999

    A new Nespresso B2B commercial system was launched.

  • 2000

    The first Nespresso boutique concept store was opened on the Rue du Scribe in Paris.

  • 2006

    George Clooney was chosen as first Nespresso Brand Ambassador.

  • 2007

    Nespresso formally entered the Chinese market.

  • 2009

    Nespresso launched its Ecolaboration™ program, continually providing a framework for partnerships and sustainable development driven by innovative driving forces in 2009.

  • 2010

    The 200th Nespresso boutique was opened in Shanghai .

  • 2012

    Nespresso achieved 75% capsule recycling capacity.

  • July 1, 2016

    Nespresso announced a price adjustment for Grand Cru coffees sold in China.

  • September 3, 2016

    Nespresso Tmall flagship store was officially unveiled.

Nespresso Sustainability

Sustainable Development is the brand responsibility of Nespresso, as well as the core concept of its brand business strategy, which is rooted in coffee planting and purchasing, aluminum management and climate protection.
Nespresso believes that each cup of coffee will not only bring a pleasant enjoyment to coffee lovers, but also has the potential to restore and regenerate the environment and resources.

Nespresso AAA Sustainable Quality™ Program

In 2009, Nespresso's capsule recycling system and AAA Sustainable Quality™ Program came into being. The Nespresso AAA Sustainable Quality™ Program stands for Productivity, Sustainability, and quality. This collaboration with NGO Rainforest Alliance was a direct response to long-term systemic risks within the high quality coffee supply chain.

This innovative collaboration integrated the commitment of Nespresso to quality coffee sourcing, Nestlé's sustainable agriculture expertise and Rainforest Alliance's experience in sustainability standards and farm-level implementation.

The Rainforest Alliance is a non-governmental organization (NGO) based in New York City, USA.

Nespresso The Positive Cup

In 2015, Nespresso's The Positive Cup Program was officially implemented, aimed at achieving sustainable development in three aspects:

  • 100% sustainably sourced coffee:

    We will sustainably source 100% of our permanent Grand Cru range through the Nespresso AAA Sustainable Quality™ Program.

  • 100% responsibly managed aluminum:

    We will expand our capacity to collect used aluminum capsules to 100% wherever the company does business, thereby increasing recycling rates.

  • 100% carbon efficient operations:

    Our vision is to increase coffee farmers' resilience to climate change.

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