After more than four years, Nespresso Israel's BEO (Business Executive Officer), Sonia Nastase is stepping down to lead Nespresso Netherlands. Nastase joined Nespresso Israel in 2021 after serving seven years as BEO of Nespresso Romania, and now she is returning to the European market. In this interview, she reflects on her leadership journey and what’s brewing next - for herself and for the local face of the global brand.
How has the local coffee market changed since you arrived in 2021?
One thing hasn’t changed: Israelis love their coffee, valuing both its taste and the ritual of preparation. Coffee culture in Israel has matured, with younger consumers increasingly favoring third-wave, single-origin, and artisanal roasts. Our goal has been to introduce ‘everyday premium coffee, where convenience meets quality. We have invested in customer experience, collaborated with local chefs for coffee pairings, and launched a loyalty program tailored to our audience, emphasizing quality, efficiency, and indulgence.
Has the local customer base changed?
Yes, we have particularly seen a change in younger consumers who prioritize quality, authenticity, and value. To engage this demographic, we tailor our offerings and use relevant platforms to share the story of coffee and Nespresso's aesthetic appeal, fostering a deeper connection that resonates with their lifestyle and aspirations.
What recent innovations have had the greatest impact on the local coffee culture?
The Vertuo machines feature innovative brewing technology that uses barcode scanning to tailor each preparation process to the capsule size, coffee type, and the customer's personal preferences. This has transformed the home coffee experience, making it more personalized, precise, and luxurious than ever.
Second, cold coffee has gained popularity during the hot summer months in Israel, becoming an integral part of many customers' daily routines. At Nespresso, we have invested in developing cold coffee beverages that allow people to enjoy high-quality options at home or on the go, with convenience in mind.
Third, the introduction of the COFFEE+ series, a line of blends enriched with vitamins such as B12 or enhanced caffeine. The Israeli audience responded with impressive openness, embracing the option to combine the enjoyment of coffee with added value that aligns with a more conscious lifestyle, without compromising on taste, quality, or experience.
How do you see the future of personalization in the coffee world?
The future is about precisely tailoring the coffee experience for each customer. There’s already significant flexibility in choosing coffee types and preparation methods, and we anticipate even more personal connections between machines, drinking habits, and lifestyle preferences.
In what ways have you integrated AI technologies?
In Israel, we’ve built smart digital tools for personalized recommendations and managing customer experiences. Our system learns purchasing preferences to offer tailored suggestions based on timing and taste.
Nespresso globally focuses on sustainability. How significant is this locally?
Sustainability is integral to everything we do. Our commitment to sustainability is embedded in our local storytelling, emphasizing care for the planet and coffee farming communities. One example is how we engage local consumers, both B2C and B2B, in our capsule recycling program.
How are international principles implemented locally?
A good example is that at Nespresso, the coffee experts at our boutiques choose their uniforms from a variety of options. This decision arose from listening to our teams, and it also reflects the local spirit: respect for the individual, freedom of choice, and a work environment that honors the person just as it honors the coffee.
What distinguishes the Israeli market?
The speed, directness, and creativity of Israelis stand out. They express their thoughts openly, respond quickly, and demand quality, allowing us to experiment and improve in real-time. Israel is a living laboratory for innovation.
As your tenure ends, what will you take with you from your years at Nespresso Israel?
My time at Nespresso Israel was more than just a role; it was a journey. I had the privilege of leading an exceptional team and working with brilliant partners. I leave with gratitude, inspiration, and hope for quieter days ahead. I believe Nespresso Israel, like Israel itself, will continue to break new ground.
What are you most proud of as you leave your role?
I’m most proud of the team. We built a culture that combined Swiss precision with Israeli agility. The people I worked with cared deeply; they weren’t just selling coffee but creating meaningful moments in people’s lives. That human aspect is what I’ll carry with me.
What's next for you?
In my next role in the Netherlands, I feel a deep sense of excitement and anticipation. The Dutch coffee culture is vibrant and passionate, and I can't wait to immerse myself in it. I look forward to connecting with consumers on a personal level, understanding their unique preferences, and creating memorable experiences that resonate with their love for coffee. This new chapter is not just about business; it's about building relationships and fostering a sense of community. I am genuinely passionate about sustainability and innovation, and I hope to inspire others to share that vision. I see this as an opportunity to make a meaningful impact, and I am ready to embrace the journey ahead with an open heart.
This article was written in cooperation with Nespresso