Ahead of his worldwide tour The Weeknd collaborates with coffee giant Nespresso to bring coffee moments and inspired togetherness to his fans
The Weeknd is about to embark on a worldwide tour, a demanding undertaking for any individual. So how does one stay motivated and energised? It's simple: coffee. But not just any coffee. Nespresso coffee.
In collaboration with the Canadian singer, Swiss coffee brand Nespresso is launching Samara Origins, named for his mother and her unwavering support. A Togetherness Blend for the summer, the speciality coffee launches alongside exclusive accessories and limited edition Vertuo Pop machines.
The collaboration stems from a belief shared by both the coffee giant and the singer: that coffee is more than a drink. It is an experience that brings loved ones together and inspires conversation and creativity – as any Swede will tell you, and as the beloved Swedish tradition of Fika beautifully illustrates.
Photo: Courtesy of Nespresso
"We are delighted to introduce the collaboration between Nespresso and The Weeknd in Sweden," says Petra Dahlman, Nordic Marketing Manager at Nespresso. "There is a long tradition of innovation in music and gastronomy here, which makes this partnership particularly meaningful. It unites two creative expressions that are highly valued in this region — taste and artistry — and creates an experience that both inspires and fosters moments of togetherness."
This is a partnership through which the beauty of everyday coffee rituals is celebrated. It spotlights coffee as a creative catalyst, taking drinkers beyond the cup to inspire art, music, and culture.
"I have a daily coffee ritual that brings me grounding and comfort," the singer explains of this intention. "At home, it's a moment for reflection; on tour, it's a familiar process that offers consistency and calm, a grounding feeling no matter where I am."
That feeling will extend to The Weeknd's fans, as Nespresso takes on the role of headline sponsor for his 'After Hours Til Dawn' world tour, offering exclusive experiences for fans and coffee lovers at concerts around the globe.
Photo: Courtesy of Nespresso
"At Nespresso, we believe that coffee and music have the power to break down barriers, unite people, and spark new connections," says Leo Aizpuru, CMO at Nespresso. "Samara Origins allows us to blend our passion for exceptional flavour with The Weeknd's visionary artistry. Launching the Togetherness Blend in Europe alongside his world tour is a unique opportunity to showcase coffee as a catalyst for exploration – bringing together the joy of music and memorable coffee moments."
As for how The Weeknd takes his coffee? "Black," he says. "It gets me going in the morning. Whether hot or over ice, the new Togetherness Blend crafted with Nespresso hits all the right notes."