Adrian Wagenaar
For my last birthday my sons bought me a Nespresso coffee system, I don't know if you have seen the kit, Nespresso call it a concept! The coffee is packed in aluminum pods and you can buy them in packs of 10 and in dozen or so strengths and types.
The marketing revolves around advertising involving George Clooney, the pods are called "Grand Crus". The action of forcing the water through the pod is called "the pour" and what comes out is called "Crema" not vulgar coffee.
This text is how the handbook describes how Nespresso works:
"Formed from air mixing with liquid coffee, the crema develops and protects the aromatic richness of Nespresso Grand Crus. It helps liberates aromas from the cup just after extraction and then, once stabilized,it does the opposite by creating a lid over the coffee that keeps these aromas in"
In our English, hot water is blasted through the pod and what comes out the other end is their version of coffee. It is a very good system and the taste is, well, ok but in my opinion, it is not Costa Coffee, or Starbucks or anywhere near the thousands of privately owned Italian coffee shops. It can't be because of the way it is made - remind you of anything?
Well it reminds me of the direction Arsenal is going - join our Nespresso club - join our Silver membership! Arsenal are aiming at a level they feel they can afford and will hype the f*ck out of what this level produces and winning trophies is now replaced by a concept of brotherhood, togetherness and how finishing fourth is a great achievement and being a fan is about being a part of a wider, greater thing. Which it is, but we want our team to be the best, it is what all fans strive for.
With Nespresso everything about the concept is brilliantly marketed but the coffee, is at best good, not the very best. Everything about our club, the heritage, the stadium, the corporate side is superbly handled - however the reason Arsenal exists is to play football matches and that, like the coffee, is just a vehicle to make more money, not to win awards or trophies.
Yes it is hype at a massive level but I think most Gooners have now sussed our board and we have had enough.
As for the coffee - well I have grown quite fond of it as it is very easy to make and doesn't cost a fortune to be a member, unlike the concept at Ashburton Grove.
On a completely separate track, can I just mention how gutted Birmingham City’s Barry Ferguson must feel after his team’s defeat at the Lane last weekend. That Barry, is how our Laurent Koscielny felt when you gave him a slap at Wembley. Karma does work sometimes and I hope Birmingham never come back!
