With an expected annual growth rate of 6.5% between 2025 and 2029, the local coffee scene is showing no signs of slowing down. Today, around 22 million South Africans – nearly two-thirds of the adult population – start their mornings with a cup of coffee, marking a nationwide shift towards a more refined coffee lifestyle.
This growing culture isn’t just about more coffee—it’s about better coffee. South Africans are increasingly drawn to premium, ethically sourced, and relevant blends. Insights from Mintel’s 2024 Coffee Innovation Report show a clear trend across Africa and the Middle East: consumers want quality, convenience, and conscience in every cup. That’s why capsule coffee is rising—offering café-style flavour with no compromise on ease.
Nespresso’s latest launch: Arpeggio Extra, is a bold new blend that brings more intensity, more flavour, and 60% more caffeine than the original Arpeggio—one of Nespresso’s most iconic coffees since 1993. It’s made for coffee lovers who want their daily ritual to do more: energise, elevate, and excite the senses.
Rooted in the rich traditions of Florence, the birthplace of the original Arpeggio, Arpeggio Extra combines carefully selected Latin American Arabicas, anchored by a malty Costa Rican bean. A deep roast unlocks layers of flavour—think smooth malted notes followed by a lingering cocoa finish. With approximately 100mg of caffeine per serving, it’s one of Nespresso’s most invigorating blends, sitting proudly alongside powerhouses like Kazaar and Napoli.
As South Africans continue to embrace speciality coffee at home, Arpeggio Extra offers a barista-style experience with Nespresso’s trusted sustainability and innovation credentials.
To celebrate the launch, Nespresso unveils its latest global campaign, The Great Coffee Heist. Starring George Clooney as “Detective George,” the tongue-in-cheek advert unfolds in a charming train-set mystery—where the missing treasures are not gold, but Nespresso’s most prized capsules. Arpeggio Extra, clad in regal purple, takes centre stage as the newest gem in the brand’s portfolio.
Watch the 60-second advert here: The Great Coffee Heist – Iconic Purple
The unforgettable taste of Nespresso
From short espressos to longer cups to iced or functional coffees, Nespresso provides coffee lovers with incomparable coffee experiences for every moment. Whether using Original or Vertuo systems, Nespresso coffees feature some of the finest Arabica and Robusta beans to deliver an intense, smooth and layered taste—providing superior coffee quality with an unforgettable flavour. Nespresso brings world-class coffee moments into South African homes—one cup at a time.
