Recently, I had the pleasure of attending the immersive launch of the NESCAFÉ Espresso Concentrate, and it wasn't just a product reveal—it was a whole lifestyle moment. Imagine this: crafting your own personalized coffee creations and then heading into a premium cinema setting for a screening of The Devil Wears Prada 2. It was absolutely iconic.
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| “Celebrate and Espresso, Together” (Fifth from the left) Raef Labaki, Chief Marketing Officer of Nestlé Malaysia; Juan Aranols, Chief Executive Officer of Nestlé Malaysia, Singapore and Brunei; and Norkhayati Mohamed Hashini, Business Executive Officer of Coffee, Nestlé Malaysia, pose alongside “Gen Z’s Coffee Personas” models representing four unique coffee personalities, celebrating the versatility of NESCAFÉ Espresso Concentrate |
Tapping into the "Cold Coffee Culture"
During the event, it became clear that coffee is evolving. It’s no longer just a morning routine; it’s about self-expression. As Juan Aranols, CEO of Nestlé Malaysia, Singapore and Brunei, perfectly put it:
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| Launch of The NESCAFÉ Concentrate - (L-R) Raef Labaki, Chief Marketing Officer of Nestlé Malaysia; Juan Aranols, Chief Executive Officer of Nestlé Malaysia, Singapore and Brunei; and Norkhayati Mohamed Hashini, Business Executive Officer of Coffee, Nestlé Malaysia, showcasing the new NESCAFÉ Espresso Concentrate at its official launch event at the Aurum Theatre, The Exchange TRX |
"NESCAFÉ Espresso Concentrate is set to tap into new and exciting growth opportunities within the evolving coffee space, especially among younger generations who are exploring coffee culture in their own unique way... We are creating new platforms for future growth while bringing more convenient and enjoyable coffee experiences to Malaysians."
With 32% of coffee consumed out-of-home now being cold, NESCAFÉ is leaning into this "Cold Coffee Culture." This innovation is designed specifically for those who value creativity and convenience, allowing us to bring that premium cafe experience into our own space.
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| Pour-It-Together - A symbolic launch moment as Raef Labaki, Juan Aranols and Norkhayati Mohamed Hashini officially launches the NESCAFÉ Espresso Concentrate, marking the debut of a new way to enjoy café-style coffee |
The beauty of this concentrate is its simplicity. There are no complicated machines or messy steps involved. Made from a bold blend of carefully selected Arabica and Robusta beans, it delivers a rich, smooth taste every single time.
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| Pour It, Mix It, Create It - Media representatives take part in the “Pour It, Mix It, Create It” session, experiencing firsthand the versatility of NESCAFÉ Espresso Concentrate at the launch event |
Proudly produced right here in Malaysia at the Sri Muda factory in Shah Alam (Nestlé’s first coffee concentrate site in Asia!), this liquid coffee is as premium as it gets. Each bottle makes between 10 to 16 servings, making it both convenient and great value.
It comes in three delicious variants:
🖤 Black: For the purists who love a bold, intense base.
🍦 Sweet Vanilla: For those who enjoy a smooth, creamy, and fragrant touch.
🍫 Velvet Mocha: For a rich, indulgent chocolate-coffee fusion.
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| My "Barista at Home" Experience |
My "Barista at Home" Experience
At the launch, I saw just how versatile these concentrates are. You aren't limited to just lattes or Americanos. You can get adventurous! I heard from a fellow guest, Ashley, who shared:
"I love experimenting with drinks at home and with NESCAFÉ Espresso Concentrate, I can easily create fun recipes like strawberry lattes or lemonade coffee - it's so simple and totally my vibe."
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| The Devil Wears Prada 2 with NESCAFÉ Espresso Concentrate |
I couldn't agree more. Whether you’re at home or on the go, you can now Create Your Own Coffee, The Way You Like It. 🏠💨
The NESCAFÉ Espresso Concentrate is more than just coffee—it's a reflection of how we live today. It's flexible, creative, and totally accessible.
The full range is now available nationwide, so you can start your own barista journey today. Check out my latest reel to see how I’ve been mixing mine!
Go try it out and let me know—which flavor are you picking first?
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| NESCAFÉ Espresso Concentrate: Just Pour It, Mix It & Create It |
For more information about NESCAFÉ Espresso Concentrate: Just Pour It, Mix It & Create It, please visit NESCAFÉ Malaysia
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