Nescafe launched in Australia with an affordable luxury promiseWhen Nescafe launched in Australia, it began the conversion of Australians from tea-drinkers to coffee drinkers. Coffee was associated with the new American-style glamour, tea with English conservatism and instant coffee made coffee drinking convenient.  A 2010  report  indicated that instant coffee still accounted  for about 80 per cent of all coffee consumed in the home.