{"id":60052,"date":"2026-05-05T02:23:11","date_gmt":"2026-05-05T02:23:11","guid":{"rendered":"https:\/\/www.europesays.com\/ch\/60052\/"},"modified":"2026-05-05T02:23:11","modified_gmt":"2026-05-05T02:23:11","slug":"nescafe-embraces-gen-zs-cold-coffee-culture-nescafe-espresso-concentrate-set-to-capture-emerging-consumer-trends","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ch\/60052\/","title":{"rendered":"NESCAF\u00c9 embraces Gen Z\u2019s Cold Coffee Culture \u2013 NESCAF\u00c9 Espresso Concentrate set to capture emerging consumer trends"},"content":{"rendered":"

\"\"<\/a>(L-R) Raef Labaki, Chief Marketing Officer of Nestl\u00e9 Malaysia; Juan Aranols, Chief Executive Officer of Nestl\u00e9 Malaysia, Singapore and Brunei; and Norkhayati Mohamed Hashini, Business Executive Officer of Coffee, Nestl\u00e9 Malaysia, showcasing the new NESCAF\u00c9 Espresso Concentrate at its official launch event at the Aurum Theatre, The Exchange TRX. <\/p>\n

Kuala Lumpur, 30th April 2026 \u2014 Cold coffee is no longer just a cafe trend, it\u2019s becoming part of how young Malaysians live, create and express themselves every day. Tapping into this shift, NESCAF\u00c9 introduces NESCAF\u00c9 Espresso Concentrate, a premium liquid coffee innovation designed to bring cafe-style cold coffee into everyday moments, effortlessly.
\n\"\"Models showcase NESCAF\u00c9 Espresso Concentrate through four distinct coffee personalities \u2014 representing Aesthetic Seekers, Delulu Productivity Crew, Always-On-The-Go Hustlers and Cool Vibe drinkers \u2014 each reflecting a unique way to express their coffee moments.\n<\/p>\n

As more consumers, especially Gen Zs, embrace iced and cold coffee, the way coffee is enjoyed is evolving. Today, it\u2019s not just about the drink \u2013 it\u2019s about the experience, the vibe and the freedom to personalise. The NESCAF\u00c9 Espresso Concentrate is created for this new generation of coffee drinkers \u2013 one that values creativity, convenience and self-expression in everything they do(1).\n<\/p>\n

This shift is reflected globally, with 32% of coffee consumed out-of-home now being cold and this segment is growing by 15% over the past four years(2). Younger consumers, in particular, are driving this trend; seeking not just quality coffee, but also the ability to customise and experiment with flavours in a way that fits their lifestyle.
\n\"\"Gen Z explore their creativity, crafting personalised coffee creations with NESCAF\u00c9 Espresso Concentrate to suit their individual tastes.\n<\/p>\n

Made from carefully selected Arabica and Robusta beans, NESCAF\u00c9 Espresso Concentrate delivers a rich, smooth yet bold taste in a convenient liquid format designed for cold coffee creation, offering consistent cafe-quality results for both everyday coffee drinkers and those exploring new experiences. Proudly produced at Nestl\u00e9 Malaysia\u2019s Sri Muda factory in Shah Alam, a certified Halal manufacturing hub and Nestl\u00e9\u2019s first coffee concentrate site in Asia. This reflects Malaysia\u2019s key role in Nestl\u00e9\u2019s regional innovation and manufacturing network.\n<\/p>\n

With its ready-to-mix format, NESCAF\u00c9 Espresso Concentrate makes it easy to create cafe-style drinks at home. Just pour, mix and enjoy. Whether it\u2019s a creamy iced latte, a bold iced Americano or playful creations like fizzy lemonade or fruity blends coffee, consumers can craft their perfect cup anytime \u2013 no machines, no complicated steps. Each bottle makes up 10 to 16 servings, offering both convenience and value for everyday enjoyment.\n<\/p>\n

\u201cNESCAF\u00c9 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. We are also honoured to have been selected as one of the main manufacturing sites for this important innovation globally.\u201d said Juan Aranols, Chief Executive Officer of Nestl\u00e9 Malaysia, Singapore and Brunei.\n<\/p>\n

NESCAF\u00c9 is taking it further by introducing an expanded range of flavours designed for more personalised cafe-style creations at home. The range now comes in three flavour variants \u2013 Black, Sweet Vanilla and Velvet Mocha, available nationwide. From bold and intense to smooth and indulgent, each variant is crafted to give consumers more ways to enjoy coffee, their way.\n<\/p>\n

To bring this to life, NESCAF\u00c9 hosted an immersive launch experience in a premium cinema setting \u2013 reimagining the traditional product launch into a lifestyle-driven moment. Paired with a screening of The Devil Wears Prada 2, the event created a space where coffee, creativity and entertainment come together, reflecting how coffee today fits seamlessly into moments of relaxation and self-expression. Guests were invited to enjoy personalised drinks during the screening, reinforcing the idea that great coffee can be enjoyed anytime, anywhere.
\n\"\"Media representatives take part in the \u201cPour It, Mix It, Create It\u201d session, experiencing firsthand the versatility of NESCAF\u00c9 Espresso Concentrate at the launch event.\n<\/p>\n

Beyond functionality, the product also resonates strongly with real consumer lifestyles:\n<\/p>\n

Ashley, one of the consumers present at the event, shared, \u201cIt\u2019s great to know that NESCAF\u00c9 is coming out with this latest innovation. I love experimenting with drinks at home and with NESCAF\u00c9 Espresso Concentrate, I can easily create fun recipes like strawberry lattes or lemonade coffee \u2013 it\u2019s so simple and totally my vibe.\u201d\n<\/p>\n

Through this latest innovation, NESCAF\u00c9 continues to evolve with how Malaysians enjoy coffee today, moving beyond traditional formats towards more flexible, creative and personalised experiences. With NESCAF\u00c9 Espresso Concentrate, coffee is no longer just a routine \u2013 it\u2019s a reflection of today\u2019s evolving, discerning consumers.\n<\/p>\n

1 https:\/\/intelligence.coffee\/2025\/01\/gen-z-is-making-customised-coffee-cool\/
2 https:\/\/www.nestle.com\/media\/news\/nescafe-launches-premium-espresso-concentrate-coffee\n <\/p>\n","protected":false},"excerpt":{"rendered":"(L-R) Raef Labaki, Chief Marketing Officer of Nestl\u00e9 Malaysia; Juan Aranols, Chief Executive Officer of Nestl\u00e9 Malaysia, Singapore…\n","protected":false},"author":2,"featured_media":60053,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[126],"tags":[2919,199],"class_list":{"0":"post-60052","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-nestle","8":"tag-nescafe","9":"tag-nestle"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ch\/116519594056010749","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/60052","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/comments?post=60052"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/60052\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media\/60053"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media?parent=60052"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/categories?post=60052"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/tags?post=60052"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}