Last month, a chic crowd of coffee lovers gathered inside the Four Seasons, settling around a light wicker table topped with white ceramic cups and carafes; an array of cushions padded the floor, placed beside baskets of hazelnuts and espresso beans. Filled with cheerful conversation and steaming cups of espresso, the atmosphere was relaxed and inviting. In fact, the event — hosted by Nespresso, Abel Tesfaye (The Weeknd), and Samra Tesfaye — had its guests so at ease, you could almost forget you were in the company of a top-selling musician.
“For Abel and his mother, coffee runs deep in their family culture — it’s about gathering, sharing, and reflecting,” says Julien Carbone, Coffee Expert & Coffee Ambassador at Nespresso Canada. Fittingly, Nespresso introduced the new Samra Origins collaboration — and its first coffee, the Togetherness Blend — with a traditional Ethiopian coffee ceremony.
For those unfamiliar, here is a simplified overview: the method begins with roasting green coffee beans over an open flame; next, it calls for a wooden mortar and pestle set, used to grind the roast beans into a fine powder. Brewed inside a traditional clay pot — known as a jebena — the host raises the pot one foot above an arrangement of delicate china cups, filling each one to the brim in a single pour.
“It felt only natural to provide guests with an opportunity to experience how Abel’s personal coffee rituals inspire creativity.”
Julien Carbone
Perched behind an elegant, espresso-scented spread, Samra led the ceremony. Steaming cups of caffeine circulated throughout the room, filling the air with earthy fragrance and friendly chatter. For both Abel and Samra, coffee inspires connection. In fact, this was the guiding philosophy behind Abel’s artisanal coffee brand, Samra Origins — named, naturally, for his mother. At Nespresso, the ethos resonated: “The brand’s belief that coffee and music bring people together and spark creativity is something that resonated deeply with Nespresso’s own values and made this collaboration a natural next step,” Carbone explains. “Just as music brings together a vibrant mix of genres, Nespresso offers a refined selection of coffees and roasts, ensuring there is something exceptional for every taste.”
In the spirit of variety, the launch also included a coffee bar where guests could choose from a handful of custom coffee drinks. One such beverage? “The Weeknd’s Iced Latte”: a smooth shot of Samra Origins, blended with a sweet mix of cinnamon, oat milk, honey, and vanilla syrup, then served over ice. “It felt only natural to provide guests with an opportunity to experience how Abel’s personal coffee rituals inspire creativity,” adds Carbone.
We spoke with Carbone to get a behind-the-scenes glimpse at the collaboration, covering everything from coffee bean farms to favourite blends.
During the launch, we saw it firsthand: coffee is a way to embrace culture and connect with family. Throughout your time at Nespresso, what other ways have you seen people — consumers and collaborators — put their own spin on Nespresso coffee?
Coffee is fascinating because it embodies both simplicity and familiarity; it is the first sensory experience upon waking — the smell, the sound, the thoughts, and the taste. Yet, it is also deeply intimate and personal, reflecting one’s lifestyle, mood, and identity — much like the choice of perfume, clothing, or flowers gifted to someone special.
Each cup of coffee tells a unique story, inviting individuals to express themselves and connect with others through their distinct rituals and preferences. It is always inspiring to witness how our consumers and collaborators personalize their coffee rituals. What stands out is how individuals infuse their unique identities and creativity into their coffee experiences, which is precisely what we aspire to encourage with every blend we create.
Whether it’s a comforting latte in the morning or an elegant Nespresso martini at night, each choice reflects personal taste and lifestyle. This celebration of individuality not only enhances the enjoyment of coffee but also fosters connections among people, illustrating that every cup has its own narrative.
The Samra Origins Togetherness Blend features Arabica beans sourced from eastern and central Africa. When deciding which beans will go into the blend, what are some factors you consider?
We consider several factors in our coffee selection process, starting with the quality of the soil (terroir), environmental conditions, and the care provided by the communities involved. These elements significantly influence the quality of the coffee plants, which must be resilient, yield well, and possess a superior sensory profile.
Next, we evaluate the processing methods employed by coffee producers. Processing involves removing the outer layers of the fruit to yield green coffee beans, which are then ready for blending, roasting, and transportation. The reactivity of the beans during transport is also crucial, as factors such as moisture levels can impact quality. If all these criteria meet our quality expectations, we proceed to use these coffees in our offerings.
How does Nespresso source its beans from across the world?
At the heart of Nespresso’s philosophy lies a steadfast commitment to sustainable coffee sourcing. We honor the beauty and complexity of the coffee value chain, which relies on the skilled hands of artisans worldwide. Our promise is to deliver exceptional taste in every cup, ensuring that each coffee not only satisfies the palate but also tells a story of care, craftsmanship, and sustainability. Creating quality coffee necessitates sourcing from exceptional origins and collaborating closely with the communities and farmers who are the true heroes of coffee cultivation.
We source coffee from fewer than 20 countries, making each selection with the aim of fostering a sustainable future and providing coffee drinkers with a world of possibilities. Just as crafting a perfume involves a blend of science and expertise, so does the process of blending, roasting, grinding, and sealing the rich flavours in our iconic aluminum capsules. This meticulous process ensures a pure coffee experience, enhanced by our innovative Vertuo brewing system. This artistry culminates in blends like the Togetherness Blend, the first product of the Samra Origins partnership between The Weeknd and Nespresso.
The Samra Origins Togetherness Blend is a light roast with a citrus fruit character, as well as notes of sweet honey and wood. a. For those who don’t drink it black, what types of ingredients pair well: milks, syrups, spices?
The Togetherness Blend features bold, soaring flavours that bring magic to every sip. It’s delicious when served as a double espresso or as a crafted latte with frothed milk. For a taste of Abel’s favourite coffee, try it with honey, vanilla syrup, oat milk, ice and a dash of cinnamon. If you are craving vibrant yet refreshing flavours, I’d recommend The Samra Mocktail. With the zest of ginger ale and lime, complemented by a warming hint of vanilla and the richness of our African Double Espresso, this unique beverage offers an experience that is easy to love and even easier to share.
Do you have a personal favourite way to taste Samra Origins?
Yes, I prefer my coffee black to fully connect with the exceptional story behind its flavours. It narrates a taste journey of artistry and musicality, creating a true crescendo of sensations. From the very first sip, you are greeted by bright, floral, and fruity citrus notes, courtesy of the Ethiopian Arabicas — like a high-pitched melody that gracefully introduces itself to your palate. As you continue to savour each sip, delightful sweet honey and nutty undertones emerge, drawing you deeper into this taste journey, much like a bass line harmonizing with the melody. Finally, as the experience crescendos, beautiful yet subtle woody and chocolate notes conclude this journey, evoking a sense of emotion and satisfaction.
Beyond the beverage, Nespresso celebrates the collaboration with a new Nespresso | Samra Origins machine in yellow, now available on Amazon. On September 23rd, a limited-edition machine in green and yellow will stock the shelves of Nespresso boutiques, as well as the official Nespresso site.
