Nestle steps up Nespresso drive

LONDON - Nestle is to promote its super-premium coffee brand Nespresso with a series of global initiatives intended to defend its share of the coffee market.

It is planning to launch Nespresso Magazine as a biannual title that it claims will have a circulation of 1.5m. The magazine will be distributed in the UK and other key European markets.

Nestle is also rolling out a unique boutique-style retail concession to promote the brand by reinforcing its luxury positioning. A trial of the concept is under way in London and Manchester.

Nestle has already created a Nespresso 'club' to increase brand loyalty among existing customers. Nespresso also has a transactional UK website.

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