(From left) Mr. Saharat Sangkapreecha, NESCAFÉ GOLD’s brand ambassador; Mr. Thanatorn Punpanishgul, Senior Marketing Manager – NESCAFÉ RED CUP, NESCAFÉ GOLD, Nestlé COFFEE-MATE and NESTEA, Nestlé (Thai) Ltd.; Ms. Pornchanan Prapanonta, Senior Marketing Manager - NESCAFÉ GOLD; and Ms. Namthip Jongrachatawiboon.
Bangkok – 11 March 2019: NESCAFÉ GOLD, the global leader in premium coffee, has launched of the “Craft Café by NESCAFÉ GOLD” for the first time in Thailand. It offers the experience of craft coffee made with attention to every detail, from selecting premium Arabica coffee beans to roasting them at the perfect temperature by coffee experts. The craft café features a variety of café-style coffee menu items available for coffee lovers who appreciate the difference. At the same time, NESCAFÉ GOLD CAFÉ AU LAIT is being introduced with two new variants – No Sucrose Added formula and Intenso, a rich and intense formula, - both offering the indulgent richness that comes from a combination of Arabica beans and milk imported from New Zealand. Coffee lovers will enjoy their premium crafted coffee in a relaxed atmosphere featuring music selected by Saharat (Kong) Sangkapreecha, NESCAFÉ GOLD’s brand ambassador. This move by NESCAFÉ will be supplemented by an integrated marketing communications campaign targeted at coffee lovers who appreciate the difference. The campaign is set to strengthen NESCAFÉ’s position as the No.1 premium coffee brand in Thailand.
Mr. Thanatorn Punpanishgul, Senior Marketing Manager – NESCAFÉ RED CUP, NESCAFÉ GOLD, Nestlé COFFEE-MATE and NESTEA, Nestlé (Thai) Ltd., said, “Following the success and great positive feedback after the launch of NESCAFÉ GOLD, our entry into the premium coffee segment, combined with our ongoing marketing campaigns, NESCAFÉ GOLD has become the No.1 premium coffee brand in Thailand. It holds over 60% market share and had 40% growth last year, with higher-than-average growth of 25% in the premium coffee segment, which is valued at 900 million baht.”
“This year, we will continue to strengthen our position as the expert in crafting premium coffee by taking the premium coffee segment to another level through a collaboration with Saharat (Kong) Sangkapreecha, our brand ambassador, to launch the Craft Café by NESCAFÉ GOLD. It tells the story of a coffee crafting experience with attention to every detail, in a superbly crafted atmosphere featuring music selected by Khun Kong. The wonderful experience at the cozy Craft Café was specially created for coffee lovers who appreciate the difference,” he added.
At the Craft Café by NESCAFÉ GOLD, coffee lovers will enjoy experiencing craft coffee made with attention to every detail, from hand-selecting fine Arabica coffee beans from Thailand’s northern highlands, to roasting them at the perfect temperature by NESCAFÉ GOLD’s coffee experts. Visitors to the craft café can choose from a variety of café-style coffee menu items featuring NESCAFÉ GOLD CAFÉ AU LAIT in a No Sucrose Added formula as well as Intenso – a rich and intense formula, both offering the indulgent richness of Arabica beans combined with milk imported from New Zealand. They can also enjoy coffee layered with a velvety rich milk foam in three variants, which are Cappuccino – a temptingly roasted & balanced blend, Latte Macchiato – delightfully mild with sweet notes, and White Espresso – intense in body with a lingering aftertaste. Another choice is NESCAFÉ GOLD CREMA, with an Arabica Blend ground 10 times finer into a fine golden powder so when you prepare your coffee, a layer of velvety coffee Crema tops every cup. A selection of music and an exclusive exhibit of vinyl record albums chosen by Khun Kong will blend perfectly into the NESCAFÉ GOLD crafted coffee experience.
The marketing communications campaign for the Craft Café by NESCAFÉ GOLD and NESCAFÉ GOLD CAFÉ AU LAIT will feature Saharat conveying the concept of crafting coffee with guest artists such as The Voice Thailand Season 1 champion Nont Thanont, Yipsee Kirati, and Miss Universe Thailand 2016 Namtan Chalita. They will be broadcast as TVCs as well as digital media clips in 4 episodes, from today onwards. There will also be on-ground activities to introduce crafted café-style coffee and trigger trials of 1 million cups of NESCAFÉ GOLD by coffee lovers nationwide.
“We are confident that the launch of the Craft Café by NESCAFÉ GOLD and new NESCAFÉ GOLD CAFÉ AU LAIT offer an opportunity for premium coffee lovers to experience our own craft coffee while reinforcing the NESCAFÉ GOLD brand as the leader in premium coffee that is winning the hearts of Thai coffee lovers who appreciate the difference,” concluded Mr. Thanatorn.
Coffee lovers can enjoy meticulously-crafted coffee at the Craft Café by NESCAFÉ GOLD, which will soon be visiting many leading department stores in Bangkok to offer premium crafted coffee experiences through the year. The new craft coffee, NESCAFÉ GOLD CAFÉ AU LAIT, which comes in a No Sucrose Added formula and Intenso – a rich and intense formula, is available in two packet sizes – 15 sachets for 99 baht and three sachets for 22 baht, at leading convenience stores and supermarkets throughout Thailand.