South Africa’s coffee culture is heating up—and not just in cafés. With the local market expected to grow by 6.5% annually from 2025 to 2029, it’s clear that coffee is becoming more than just a morning habit for many South Africans. In fact, nearly 22 million people—almost two-thirds of the adult population—now kick off their day with a cup of coffee, showing a major shift towards more sophisticated and intentional coffee rituals.
But it’s not just about quantity—it’s about quality. South Africans are embracing premium, ethically sourced, and flavour-forward blends. According to Mintel’s 2024 Coffee Innovation Report, the trend is clear: consumers across Africa and the Middle East are seeking out coffee that offers quality, convenience, and a sense of purpose. That’s why capsule coffee is gaining serious traction—it delivers café-level taste with the ease of home brewing.
Enter Arpeggio Extra, the latest addition to Nespresso’s iconic lineup. Building on the legacy of the original Arpeggio (first launched in 1993), this new blend takes things up a notch with even bolder flavour and 60% more caffeine. It’s crafted for coffee lovers who want their daily brew to pack more punch—something that energises, uplifts, and fully awakens the senses.
Inspired by the deep-rooted coffee traditions of Florence, where the original Arpeggio was born, Arpeggio Extra brings together select Latin American Arabicas, anchored by a malty Costa Rican bean. A deep roast reveals a rich flavour profile—smooth malted notes followed by a lasting cocoa finish. At around 100mg of caffeine per cup, it’s one of Nespresso’s strongest offerings yet, joining favourites like Kazaar and Napoli in the brand’s boldest tier.
With more South Africans turning to speciality coffee at home, Arpeggio Extra delivers that premium, barista-style experience—supported by Nespresso’s commitment to sustainability and innovation.
To mark the launch, Nespresso is rolling out a playful new global campaign: The Great Coffee Heist. The short film features George Clooney as “Detective George” in a whimsical, train-set mystery, where the missing treasures aren’t jewels—they’re coffee capsules. And of course, the spotlight is on Arpeggio Extra, dressed in its signature royal purple, as the latest treasure in Nespresso’s collection.
🎥 Watch the campaign : The Great Coffee Heist – Iconic Purple
From short, punchy espressos to longer brews, iced coffees, and functional blends, Nespresso continues to redefine the coffee experience. Whether you’re using the Original or Vertuo systems, every cup is made from carefully selected Arabica and Robusta beans, roasted to perfection for smooth, complex flavour. With Arpeggio Extra, Nespresso brings the unforgettable taste of world-class coffee into more South African homes—one capsule at a time.
