<p>In this episode of Brand Origins, we dig into the true history of Nescafé and the instant coffee wars. We uncover the early inventors who came before Nestlé, how instant coffee existed decades earlier, and how Nescafé still became the global leader and the Philippines’ #1 brand.</p><p>We break down how World War I and World War II turned instant coffee into a battlefield essential, how the Great Depression almost killed the idea entirely, and how Max Morganthaler saved a cancelled project that Nestlé had already abandoned. We also explore Café Puro, Blend 45, Nescafé Gold, Nespresso, Dolce Gusto, Starbucks At Home, and why Nestlé invested in Blue Bottle Coffee.</p><p>If you want to understand how instant coffee became part of Filipino culture, and how Nescafé won a global war it didn’t even start, this is the full story.</p><p><strong>Episode Sponsor: The Sauce</strong></p><p>For bite-sized, easy-to-digest business news in the Philippines, check out The Sauce on Instagram:<br /><a href="https://www.instagram.com/thesauce.ph/" target="_blank" rel="ugc noopener noreferrer">https://www.instagram.com/thesauce.ph/</a></p><p>Want your brand to be featured in future episodes?<br />Visit chrisgarin.com for sponsorships, partnerships, and collaborations.</p><p>Instagram: <a href="https://www.instagram.com/chris.garin/" target="_blank" rel="ugc noopener noreferrer">https://www.instagram.com/chris.garin/</a><br />TikTok: <a href="https://www.tiktok.com/@chris_garin" target="_blank" rel="ugc noopener noreferrer">https://www.tiktok.com/@chris_garin</a><br />Facebook: <a href="https://www.facebook.com/profile.php?id=100077660561299" target="_blank" rel="ugc noopener noreferrer">https://www.facebook.com/profile.php?id=100077660561299</a><br />Threads: <a href="https://www.threads.net/@chris.garin" target="_blank" rel="ugc noopener noreferrer">https://www.threads.net/@chris.garin</a></p><p><br /></p><p><strong>Timestamps</strong></p><p>0:00 – Intro<br />0:50 – Ad: The Sauce<br />3:52 – Satori Kato<br />4:35 – George Washington Coffee<br />5:37 – World War I<br />6:18 – “Cup of Joe” Origins<br />8:25 – Nestlé Enters the Picture<br />9:05 – The Great Depression<br />11:23 – Brazil Taps Nestlé<br />11:36 – Max Morgenthaler<br />15:09 – Why They Called It “Nescafé”<br />16:33 – World War II<br />18:44 – Nescafé in the Philippines<br />19:25 – Nescafé’s Competitors<br />23:35 – Nescafé’s Foreign-Looking Ads<br />26:01 – Nescafé Gold<br />27:05 – Nespresso<br />28:31 – Dolce Gusto<br />28:48 – Starbucks At Home<br />30:27 – Blue Bottle Coffee<br />32:07 – The Nescafé Empire</p><p><strong>About Brand Origins</strong></p><p>Brand Origins tells the stories behind the biggest brands and the ideas that built them. Each episode dives deep into the business moves, cultural moments, and turning points that shaped the companies we see today.</p><p></p>