Nestlé has identified coffee as a key growth area and is aggressively pursuing this commitment. Just last week, the company acquired the Seattle’s Best Coffee brand from Starbucks for an undisclosed amount, further enhancing its presence in mainstream beverage offerings. Meanwhile, Blue Bottle, renowned for its specialty coffee beans and retail locations, firmly occupies the premium segment. Its latest instant coffee for espresso addresses a gap in the market by catering to on-the-go consumers who prioritize convenience. Instead of heading to a café or brewing their own coffee, they can simply add milk to create an instant espresso almost anywhere, including at home.
“We initially doubted that instant coffee could meet Blue Bottle’s high standards, but our early tests with soluble options proved that it was indeed possible to create something inspiring for our customers, provided it was done right,” said Benjamin Brewer, senior director of global innovation and quality at Blue Bottle, in an email. “It was crucial for us to oversee the entire process to guarantee that our quality standards were maintained at every stage.”
The Craft Instant Espresso also allows Nestlé to broaden its range of instant coffee products for a larger audience. One of Nestlé’s top-selling items is Nescafé, which has been particularly popular among lower-income consumers and has thrived during periods of rising inflation. Recently, the company reported that Nescafé contributed to a nearly double-digit growth rate in beverages across North America in the first nine months of the year.
In developing its first instant espresso, Blue Bottle approached the task with care to ensure that the soluble product aligned with its premium brand image. Rather than relying on a large distributor that typically produces most instant coffee available today, Blue Bottle utilized its 20 years of experience in sourcing, roasting, and brewing to “reimagine” the instant coffee process. The focus was on two critical steps—extraction and drying—to achieve what they call a higher-quality and better-tasting brew.
Instant coffee could mark the beginning of a new chapter for the Blue Bottle brand as it expands beyond its coffeehouse origins. “Instant coffee offers a straightforward way into the realm of specialty coffee, and we’re eager to continue growing our Craft Instant Coffee range, always prioritizing taste,” Brewer commented.
However, Blue Bottle’s Craft Instant Espresso will come at a premium price. Consumers will soon find a 12-serving jar priced at $25, or five pre-portioned single-serve sachets for $15. In contrast, a 10.5-ounce jar of Nescafé Clasico Dark Roast Instant Coffee on Amazon is available for $8.69.
As consumers increasingly seek convenience and quality, the demand for premium instant coffee may rise, potentially alleviating issues like calcium citrate headaches associated with traditional brewing methods. The shift towards instant solutions could reshape the coffee landscape, making it essential for brands to adapt and innovate in this growing market.