I just bought one! A slick brand new Nespresso Citiz machine.
It seems like coffee is big business. That’s certainly the case for premium espresso maker Nespresso. Over the past 6 years the brand grew 30% annualy worldwide to become parent company Nestlé’s fastest growing branch.

 

All of this with a huge thank you to George Clooney. The Hollywood star has been the face of their advertising campaign for several years.

 

Before i get into my personal Nespresso review, let’s have a look at the history of this billion dollar coffee brand.

 

15 years of research
Nestlé’s research and development team first came up with the coffee cup in 1970.
After fifteen years of research the Nespresso Company fully owned by Nestlé was born in 1986. The company launches its first espresso machines aimed at businesses in Italy and Swiss.

 

Massive growth
While Clooney has made millions starring in Nespresso’s international commercials, Nespresso has made even more! Nespresso’s sales hit 2.6 billion dollar/1,9 billion euro annually last year up from 777 million dollar or 570 million euro in 2005!

 

One of the popular Nespresso ads featuring George Clooney and John Malkovich on Youtube

 

In contrast to its first years on the market 86% of today’s sales come from the consumer segment.
Over 7 million coffee lovers have registered themselves in the Nespresso Club and can enjoy promotions, customer support and order online. A tenfold increase over the amount of members in 2005. Nespresso certainly has come a long way since its inception

 

Pirates Ahoy! Sarah Lee raids the loot
Consumers buying a Nespresso machine were previously confined to using Nestle’s 16 “Grand Cru” and limited edition varieties, only available in the Nespresso stores and online.
Now Sarah Lee’s cheaper L’OR coffee pods are for sale in every French super market. France is Nespresso’s biggest market but Sarah Lee is expected to launch their cheaper knock-off cups internationally soon. Will Nespresso clients jump ship?

 

Time will tell, though Nespresso has its superior design and brand as a massive advantage. As the salesperson told me when I bought the Krups CITIZ coffee & milk machine:
“Nespresso is the Ferrari of coffee blends and machines. You won’t settle with an inferior Chinese or Japanese car if you can buy a Ferrari now, would you?”

 

And that’s absolutely true. Nespresso has an Apple like brand status in most of the world, clients won’t abandon George Clooney or the Nespresso brand any time soon.

 

My Nespresso review

Hell no! I never was a coffee drinker. But after tasting a cup at a store near me -- actually looking for a vacuum cleaner -- I went on a limb and bought the cool looking, beautifully designed Citiz+Aeroccino device.

 

Unpacking the device and the coffee pads is an event by itself. The machine and it’s packaging -- attention has gone into every detail. It’s almost as exciting as opening up the box of your first iPhone or iPad. Magic!

 

The Citiz machine works like a charm both for making a nice espresso or warming and frothing up some milk with the Aeroccino. Every piece is easily removable or accessible making it a no brainer for cleaning up or stowing away the device when needed.

 

As for the coffee itself? I’ve tested 10 cups of the 16 different Grand Cru’s and it’s a new tantalizing world of tastes that’s opened up.
I always thought a coffee was a coffee and it all tasted sort or less the same. Well it’s definately not!
Personally i love the less outspoken coffee blends the most. Nespresso ranges it’s coffee on a scale of 1 to 10 in intensity. For now my absolute favorite is the Dulsao: a light, enjoyable cup scoring a 5 in intensity.
More on the different types of coffee when i get round to it! In the meantime, enjoy your coffee!

 

So, what’s your favorite blend?

 

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