For coffee lovers, 2013 is a key milestone. It’s the 75th anniversary of the introduction of Nescafé instant coffee by Vevey-based food company Nestlé.
Real coffee aficionados who still scoff at the credibility of ‘instant’ are way behind the times. Nestlé’s painstaking development of the genre since 1938, supported by banking partner Credit Suisse, has created a range of beverages that are more than capable of winning appreciative nods from the most discerning of judges.
Arguably the biggest single jump in Nestlé’s long track record of coffee innovation was its 1986 launch of Nespresso, an ingenious system that turns capsules of ground coffee into instant – and very real – espressos. More recently, Nestlé’s Dolce Gusto coffee maker adds delicious mochas, lungos, latte macchiatos and frothy cappuccinos to the repertoire of restoratives you can easily make in your own kitchen or office.
Working closely with Credit Suisse, Nestlé Executive Vice President Laurent Freixe has presided over a dynamic development programme that has reinvigorated the European coffee industry just as effectively as its products have refreshed time-pressed people, both at home and in the workplace.
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This article is written by Credit Suisse and not by the Quartz editorial staff.