Jan 23, 2013 at 02:01 PM
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America's Cup Brews Up Official Coffee

Nespresso will join the 2013 America’s Cup as the event's Official Coffee. The agreement with the America’s Cup will allow Nespresso to create multiple brand and product experiences throughout the summer in San Francisco while Nespresso Grand Cru coffees will be served at America’s Cup Park.

“We are pleased and proud to welcome Nespresso as the Official Coffee of the 34th America’s Cup and look forward to being able to provide our guests, partners and fans with ‘the ultimate cup’ when they come to the America’s Cup Park in San Francisco," Stephen Barclay, CEO of the America’s Cup Event Authority, said.

For Nespresso, the partnership both extends its rich heritage in sailing and also supports the brand's expansion goals in the United States. Nespresso recently opened new Boutique Bars in San Francisco and Los Angeles and will soon have over 20 total in the United States. It's also ramping up its marketing spend as it looks to shift from pure awareness to a more exclusive message and has enlisted the support of a celebrity spokesperson, Penelope Cruz.

“We are proud to be supporting such a prestigious and exciting event,” said Patrice Bula, Chairman of Nespresso. “Like the teams competing with cutting-edge technology in this ultimate sailing challenge, we strive for excellence. This partnership gives us the perfect opportunity to showcase Nespresso on a global stage.”