By Claire Reilly
After unveiling the U machine to Australian trade partners and consumers in July, Nespresso has continued with the global launch schedule of the new capsule coffee machine in Europe, using IFA to show off the U to the industry.
Following the IFA trade show in Berlin, which saw the leading small appliance manufacturers from across the industry come together to show off their latest wares, Current.com.au spoke to Nespresso Australia’s commercial manager, John Ciaglia, about the show and how the U was received.
“The new Nespresso booth at IFA invited visitors to dive into the Nespresso brand and experience individual coffee moments,” said Ciaglia. “Our visitors had the opportunity to discover the Nespresso machine range and our Grand Cru coffees.
“The latest coffee machine launch – Nespresso U – was a major highlight of the booth delighting visitors with its exciting new and advanced features, modular design and ease of use.”
According to Ciaglia, the response to the Nespresso booth from Australian retailers and trade partners in general was very positive.
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2012 marked the fifth year Nespresso has had a presence at IFA, with the company using its stand at the show to launch a series of machines over this time, including the Lattissima+ in 2011 and the Lattissima Premium in 2009.
Trade partners and retailers had the opportunity to explore more than 600 square metres of stand space spread across two levels, including a large area dedicated to machines for both domestic and commercial use, as well as a private barista coffee bar on a balcony overlooking the show floor.
A view of the Nespresso stand at IFA.
A closer view of the lounge area for consumers and trade visitors (with a bar shaped like a large "U").