TV Interview on FBI at NRK
Yesterday there was a feature about Nespresso and coffee on the national TV consumer programme FBI.
If you are in Norway you can see the feature here.
The brew guide and some tips about how to brew better coffee can be found here.
I used their coffee calculator and found out that if I use the Aeropress and brew 4 cups of coffee of the Hacienda La Esmeralda every day (our most expensive coffee) it will cost me NOK 12.709 per year (USD 2.045,-). That means about Kr. 34,- per day (USD 5,47). Pretty cheap for the most famous and expensive coffee in the world if you ask me.
For a more normal priced coffee the price would be: NOK 5.409,- per year.(USD 870,-) or Kr. 14,82 per day (USD 2,39).
I am shocked how cheap it is to drink coffee compared to wine and beer. I just spent Kr. 2000,- on Wine for a dinner the other day.
September 26th, 2010 at 8:34
The biggest price you pay is through knowledge and consistency, at least in speciality coffee. It isn’t about just selling it, but the customer needs experience to determine if he is getting the right taste out his beans.
The one button coffee is a positive moment, as it makes coffees that used to be an exclusive threat at restaurants available to the public. In the end many of the pod customers will look for alternatives, and hopefully end up with a genuine interest in better equipment and beans.
In most cases price doesn’t stun the segment you target, but it’s the time and the price of admittance (equipment and 100 bad espressos) that puts ice under their feet. The largest part of Norway doesn’t have access to showrooms that try to excel the coffee experience, so for all the people with a bad italian as their benchmark, there isn’t too much to talk about.