Craft Coffee Launch & Collaboration
Craft coffee sales are growing
Craft coffee shop sales grew a whopping 24% over the last five years* and, with an increasing number of consumers working from home, coffee-lovers are looking for ways to get a cup without leaving the house. While some will hone their barista skills with fancy tech, the majority are looking for simple ways to recreate their favourite craft coffee experience. Our co-created blend does just that, inviting you to rethink what you know about instant coffee.
*Mintel coffee trends: The Future of Coffee, Jan 2020
A unique partnership with Grindsmith
Through a unique partnership, we, the team at NESCAFÉ AZERA, and Grindsmith have combined the worlds of instant and craft, to develop instant coffee with all the quality you would expect from your local coffee shop. Coffee must score above 80/100 on the Speciality Coffee Association scale to be regarded by the industry as a speciality craft coffee. NESCAFÉ AZERA Grindsmith Craft Coffee scored 82/100**, making it the only known instant coffee able to claim the craft accolade.
The final blend is made using speciality Arabica coffee beans from Brazil and Colombia, including the highly prized Quindio bean. Its rich flavour, with notes of chocolate and cherry, has earned the seal of approval from the Grindsmith team, who describe it as “the best instant coffee we have ever tasted”.
NESCAFÉ AZERA Grindsmith Craft Coffee is available an in 75g tin from Sainsbury’s, with all major retailers to follow later in 2021.
**SCA grading by qualified Q graders