Nescafé Is Launching an Espresso Keg for Soccer Watch Parties
If high-energy post-game engagement is your goal, this keg of coffee should do the trick.
Can you have a soccer-watching keg party without beer? In the past, the answer to that question was probably no. But now it is emphatically yes. Nescafé is swapping in one kind of brew for another. Just in time for the World Cup, the coffee brand is launching a limited-edition Espresso Keg for your “summer of soccer” celebrations.
“Coffee is already on the game-time roster for 73 percent of soccer fans, so it’s only fitting that we — the largest coffee brand in the world — get in the game and deliver for coffee and soccer enthusiasts alike,” Rob Marsh, marketing director for Nescafé, says in a press release.
It’s hard to conceive of a better way to give a boost to any party than with a full keg of espresso. For better or worse: I foresee a lot of people jumping up and shouting at the screen.
What is the Nescafé Espresso Keg?
Set to be released in three “exclusive” drops, Nescafé’s limited-edition Espresso Kegs hold about 20 servings of espresso. Each keg comes with a 10-ounce bottle of Nescafé Espresso Concentrate Black, a 10-ounce bottle of Sweet Vanilla and a recipe card the brand says will help you “achieve the perfect pour.”
Why is Nescafé launching its Espresso Keg?
The kegs are part of a campaign designed around the concept of a “Third Half” of a game, when people gather post-game to bond and discuss. Nescafé is hoping the espresso will spark a “new ritual that turns the final whistle into the start of the ‘Third Half.’”
“Designed for sharing, the keg puts espresso at the center of how fans come together to connect and relive every moment of the game,” Nescafé says.
“We’ve coined a new half, ‘The Third Half,’ to represent the moments after and in-between games when passionate debates peak,” Marsh says. “Like any good conversation, these often take place over a beverage — making our coffee, and Nescafé Espresso Keg, the perfect fuel to keep things flowing.”
U.S. soccer star Landon Donovan and Mexican former soccer pro Luis García will be promoting the kegs and the “Third Half” concept.
“I love how the brand is celebrating the moments after the match, when us passionate fans come together to relive every play and debate every call,” Donovan says in a statement. "The new Nescafé Espresso Keg takes that to another level — keeping the conversation alive beyond the game – and I can guarantee I’ll be refilling it all season long.”
How can you get your hands on a Nescafé Espresso Keg?
The kegs will be available in three drops on May 15, May 21 and June 11 at 2 p.m. ET at nescafe.com/espressokegs, while supplies last. They’re priced at $10 — a nod to Donavan’s traditional jersey number.
Related Content:
