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| Joachim Richter, Nestlé Nespresso’s corporate communications director |
One of the top 20 risers in this year’s Global Brands rankings – albeit outside the Top 100 – is Nespresso, the up-market coffee and coffee machine maker that is owned by Nestlé and whose brand value rose 27 per cent. The market leader in “premium portioned coffee”, Nespresso is one of the Swiss group’s fastest growing operating businesses, with sales up from just SFr200m ($175m) in 2000 to SFr2.26bn last year. Growth has accelerated since 2005/06, when the company had all three elements of its business model in place – the coffees, the machines, and a personalised service concept. This is based around a global network of boutiques – there are now 157 worldwide – and the Nespresso Club. Anyone who buys a machine becomes a member, and receives a wide range of ongoing information and advice on coffee, the machines and the accessories. The club has more than 5m members worldwide, who act as Nespresso’s most devoted ambassadors – more than 50 per cent of new members are recommended by an existing member. Beyond the club, Nespresso is probably best known for its global “Nespresso – what else?” TV commercials featuring George Clooney.In this edited interview for the FT Global Brands website, Joachim Richter, Nestlé Nespresso’s corporate communications director, answers questions from Andrew Baxter, senior writer in FT Reports.
