Skip the Line: NESCAFÉ’s New Espresso Hack is the Ultimate Vibe
May 4, 2026Cold coffee is no longer just a café trend; it has become a lifestyle staple for young Malaysians to create and express themselves every day. Tapping into this shift, NESCAFÉ introduces NESCAFÉ Espresso Concentrate, a premium liquid coffee innovation designed to bring café-style cold coffee into everyday moments, effortlessly.
As Gen Z consumers increasingly embrace iced coffee, the ritual is evolving. Today, it’s not just about the drink—it’s about the experience, the “vibe,” and the freedom to personalize. The NESCAFÉ Espresso Concentrate is crafted for this new generation of coffee drinkers who value creativity, convenience, and self-expression.
A Global Trend Hits Home
This shift is reflected globally, with 32% of out-of-home coffee consumption now being cold, a segment that has grown by 15% over the past four years. Younger consumers are driving this demand, seeking not just quality but the ability to experiment with flavors that fit their fast-paced lifestyles.
Local Excellence, Regional Innovation
Made from carefully selected Arabica and Robusta beans, the concentrate delivers a rich, smooth, and bold taste in a convenient liquid format. It is proudly produced at Nestlé Malaysia’s Sri Muda factory in Shah Alam—a certified Halal manufacturing hub and Nestlé’s first coffee concentrate site in Asia. This highlights Malaysia’s pivotal role in Nestlé’s regional innovation and manufacturing network.
Café-Quality in Seconds
With its ready-to-mix format, the product eliminates the need for expensive machines or complicated steps. Whether it’s a classic Iced Latte, a bold Iced Americano, or experimental blends like Fizzy Lemonade Coffee, consumers can craft their perfect cup by simply pouring and mixing. Each bottle provides 10 to 16 servings, offering both convenience and value.
“NESCAFÉ Espresso Concentrate is set to tap into exciting growth opportunities, especially among younger generations who explore coffee culture in their own unique way,” said Juan Aranols, CEO of Nestlé Malaysia, Singapore, and Brunei. “We are proud that Malaysia was selected as a global manufacturing site for this innovation, allowing us to bring more convenient and enjoyable coffee experiences to Malaysians.”
Expanded Flavor Range
To offer even more personalization, the range is available nationwide in three distinct variants:
- Black: Bold and intense for the purist.
- Sweet Vanilla: Smooth and aromatic for a touch of indulgence.
- Velvet Mocha: Rich and chocolatey for a dessert-like finish.
A Lifestyle-Driven Launch
To celebrate the launch, NESCAFÉ hosted an immersive experience in a premium cinema setting, pairing the product with a screening of The Devil Wears Prada 2. The event reimagined the traditional product launch as a lifestyle moment, blending coffee, creativity, and entertainment.
Ashley, a consumer at the event, noted: “I love experimenting at home, and with this concentrate, I can easily make strawberry lattes or lemonade coffee. It’s so simple and totally my vibe.”
Through this innovation, NESCAFÉ continues to evolve alongside Malaysian coffee culture, moving beyond traditional formats toward a more flexible, creative, and personalized future.
