Corporate & Business Strategy

The importance of investing on coffee for aficionados


Acquiring a majority stake in Blue Bottle Coffee Company means for Nestlé capturing younger customers who have a premium profile and who are interested in higher-quality and higher-priced coffee.

Thanks to the deal, the ambition of Nestlé is to strengthen its position in the US coffee market – the biggest one – and to expand its business into a new upmarket segment.

After all, “Nestlé lacked in its portfolio something with this kind of unique profile, which is premium and for aficionados”, according to the global head of consumer investment banking at JPMorgan Chase.

Read more @ Nestlé aims to bottle appeal of artisan coffee