Nespresso coffee capsules, umschw� � RMT - DiePresse.com

But even without Clooney Nespresso has m� � chtig into the stuff to put on a sunny day in June so pr� � chtig as possible even to celebrate. Journalists from across Europe have arrived to the top sommeliers and F� � hrungsriege the parent Nestl� � to listen to temples and champagne � rfen. The Swiss Economy Minister Doris Leuthard Personal was not too bad, from the dirt to their old coffee around Erza � hlen, and then from their latest purchase to schwa � rmen: a Nespresso machine. At the end of the ceremony cut through in the middle of the B� � hne Nestl� � Director General Heynike petraea together with Nespresso CEO Richard Girardot a band, whereas two dozen artists of Cirque de Soleil heavily on their drums of action and something like the cheering masses represented.
The event itself is actually trivial: Nespresso is a new Produktionsst� � tte in operation, the soon to be tens of billions of small vessels with espresso coffee � llte metal capsules per year will produce. But there are facts � chlich something to celebrate. The company is in the process of the entire market aufzurollen. The turnover would � ChST since 2000 years f� � r year by more than 30 percent and has been alone since 2006 to 2.2 billion Swiss francs (1.35 billion euros) doubled. Heynike � � appears convinced that the crisis, the growth is very little wear, on the contrary. Accordingly, the whole factory extension is created. F� � nf Kra ne � � cken confirm the fully automated, 40-meter-high warehouse, under whose umbrella several Hochh� � user would fit � rden.
It seems as though Nespresso as appeared from nowhere, did Clooney l� � cheln leave and mouse are now the fastest growing Nestl� �-daughter. But success did not happen, even if it is by far the greatest food group in the world. In the seventies had someone from Nestl� � the idea with the capsules. At the beginning of the eighties began research in 1986 came the first patent and the market. More than ten years for the group tterte his new area, until this in the second half of the nineties, the first black could write. "The first years were a flop," recalls company spokesman Joachim Richter. "We have a lot invested and lost. And not all have believed in the idea. "
Going today in a Nespresso boutique in Vienna, you will meet sales staff fully styled in black and gold necktie Anza � gen Huge flat screens on the wall show coffee farmers, who in the morning sun l� � cheln. Before the screens are customers who are not l� � cheln, but taking the whole shop. In the middle of the week is here Gedr� length as with McDonald's on Saturday afternoon, only that none of the clients look as m� � sste he worries about the Next make rent. The second shop around the corner is still full. Additionally era � Nespresso opened in a few weeks flagship store on digging, in the best location in Vienna. On two floors, then turns around there too colorful capsules - capsule is a real palace. �-sterreich � rt belong to the five most successful markets, Nespresso-�-sterreich-chief Thomas Reuter are accordingly confident: "18 months after opening Era � we achieve the return on investment."
What is going on? To declare the beating of group as a first on the quality t. Only one percent of the world offered was good enough raw material for the capsules, heißt it. Another explanation � rung are the machines: With a price starting from 149 euros, they are significantly cheaper than most other providers, even the capsules from 31 cents per St� � ck seem affordable. Leading to a price 50 to 70 euros per kilo of coffee f� � llig is apparently the least aware. The fact that after each cup Aluminiumm� � � ll Return ckbleibt, in the most energy-intensive production is not. And hardly any of the enthusiastic customers will be asking how much cent of the selling price the farmers receive on the plantations. � ch in talks with the press on Sunday want to Heynike not yet Girardot betrayed. Girardot prefers the good Verhaeren � ltnis to the farmers and how happy they f� � r the group worked. And then to: "I am white, I have not answered your question. But there are questions that we do not answer. "
A third explanation is conceivable Statement: Nespresso has managed a beverage � nk from canned as urban lifestyle market. Machines and capsules are only directly ordered or bought in the stores, bringing the Nespresso middlemen saves, while on a classic sales tool Return � ckgreift: The artificial k� � Produktverknappung.Nur club members able to submit an order and have so vessels from Exklusivit� � hl � t. At the same time, the provider is a classic crisis Winner: In economically difficult times, without prejudice to the R� � ckzug to get into the private sphere - the so-called cocooning trend. Who is not in a bar wants to go, tried with a capsule machine, at least a little luxury in your own kitchen to fetch. "The capsules for sale at the supermarket would re � our death", in Avenches heißt behind leveled hand. Finally, there is also the Clooney effect, the whole of the current gloss � na awards. The advertising effect of the Oscar-Preistr� � gers, the supreme Nespresso testimonial is hard to bersch� � � � tzen. The woman swarm, also the M� � men find appealing, it can be seen in TV commercials as well as in self-interviews on the topic. When asked why he na � advertising time had replied Clooney, of anything m� � sse he finally live. In the U.S. it is banned but Nespresso, Clooney, the spots broadcast: If there is a Hollywood actor advertising, it is considered at the end.
That is not an Italian company on the idea comes, espresso in metal cans to pack, it is no coincidence. Italians drink their espresso is still in the classic 'Moka' pot, or, far Frequently, one of the unz� � hligen small espresso bars, prepared by a barista. Coffee drinkers in the rest of the world look enviously to wait for the Next-Italy trip or just buy a few capsules. Nespresso era � worldwide open a boutique after another - in Italy l� � sst very big breakthrough yet in coming.
( "Die Presse", print edition, 14.06.2009)