“We are proud to have our name on this tin”
– Peter Gibson, Co-Founder of Grindsmith Coffee Roasters
NESCAFÉ Azera has partnered with independent Manchester-based coffee roastery, Grindsmith, to create the UK’s first craft coffee in instant format. Rolling out to supermarkets nationwide from the 2nd of February, the pioneering blend is set to excite the coffee world by making craft coffee available at home, in an instant.
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. NESCAFÉ Azera’s co-created blend does just that, inviting us to rethink what we know of instant coffee.
Through this unique partnership, NESCAFÉ Azera and Grindsmith 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 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 Craft Coffee will be available an in 80g tin from Sainsbury’s from the 2nd of February, with all major retailers to follow later in 2021. (RRP £5.49)