"Nescafe Dolce Gusto Neo" Nationwide Tasting Event

Nestle Japan Ltd., the Japanese subsidiary of Nestle, the world's largest integrated food and beverage company headquartered in Switzerland, is deploying tasting events nationwide using the new product "Nescafe Dolce Gusto Neo" (hereinafter "Dolce Gusto Neo") released in September 2025. BEEATS CO.,LTD. consistently supported this event from planning composition to space design, construction, and human resource management.

Event Overview

Event venue / Number of events	Held 23 times at 11 venues nationwide
Event Period	October 2025 - February 2026
Scope of work	Space design, design, construction, human resource arrangement, operation

Nationwide promotion to have people experience the new product

ーBackgroundー

After the launch of "Dolce Gusto Neo," promotional events were deployed at commercial facilities nationwide with the purpose of expanding recognition, acquiring new users, and enhancing brand value through tasting experiences. Designing a tasting experience that conveys the quality of the product even with short-time contact points was required.

Experience design that allows you to imagine a new coffee habit

ーEvent Planning Pointsー

In this event, we aimed to provide an experience that goes beyond "just a delicious tasting" of "Dolce Gusto Neo," into what kind of life and what kind of self you can become through a coffee habit.

In addition to comparing the 3 flavors that can be provided with one "Dolce Gusto Neo" and the surprise of the latest technology, we have composed it so that you can naturally feel the value unique to "Dolce Gusto Neo" of "an authentic coffee habit that you can start easily" through tasting.

The booth adopts a highly visible kit configuration that is easy to notice the event from any angle.
The layout is easy to drop by while blending in with the pedestrian flow, and the guidance line to the tasting was made smooth.

In this event, with the purpose of expanding recognition, acquiring new users, and improving brand value through tasting of "Dolce Gusto Neo," we focused on creating an experience where the visitor's behavior flows naturally.

Taking into account that tasting is the main role, we have designed the flow from the entrance to the tasting, how to create stay time, and how to display it as a whole so that it is easy to imagine the comfort and authentic coffee habit that the product brings.

In the space composition,

• Highly visible kit configuration that catches the eye from any angle
• Directing the worldview with tool design linked to the package
• We also prepared elements that make you want to take pictures while tasting, promoting posting to SNS
• Layout designed with the entire flow of the experience so that it leads smoothly from the tasting to subsequent understanding and conviction

In addition to "deliciousness," we designed the project and space as one experience that allows you to imagine the new coffee time unique to "Dolce Gusto Neo."

Approx. 56,000 tastings, creating experience opportunities nationwide

-Results-

This event, held nationwide, recorded 56,299 tastings.
It was an opportunity for many visitors to actually experience the appeal of "Dolce Gusto Neo."

We improved the staff's talking points and solicitation methods while looking back at the tasting situation for each venue.
We raised operational accuracy during the exhibition period and aimed to maximize experience opportunities.

What is "Nescafe Dolce Gusto Neo"

"Nescafe Dolce Gusto," which was born in Switzerland in 2006 and started sales in Japan in 2007, is a capsule-type coffee maker brand that allows you to easily enjoy cafe-quality menus at home. "Nescafe Dolce Gusto Neo" is a model launched in September 2025 that allows you to easily enjoy authentic coffee as if brewed by a professional barista with one touch.

"Nescafe Dolce Gusto Neo" brand site: https://nestle.jp/home/brands/dolce-gusto/neo

Consult BEEATS for experiential promotions and nationwide events

BEEATS consistently supports experiential promotions aimed at expanding awareness and acquiring fans for new products across a wide range of industries, including food, home appliances, and cosmetics. From designing experiences that resonate with the target to space design, construction, and nationwide event operation (staffing and management), we propose promotions that are directly linked to solving issues.

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If your company is considering nationwide event deployment or promoting brand understanding through product experience, please feel free to consult us.