Made by a Swiss company in honor of their Swiss Sailing team enterd in the Louis Vuitton America's Cup in Valencia, Spain. SingleServeCoffe.com notes, "The front panel is made of carbon fiber and has special heated cup holders along the side, it also has a used capsule container capable of holding 15 used capsules. Though it's available now, it's only available in Europe."
Implications - One of the best ways for a corporation or brand to garner a lot of impassioned, short-term interest is by creating specialty or limited edition products that coincides with a major special event (sports or otherwise). The product will draw attention from fans of the event, as well as others who are attracted to the appeal of a limited edition specialty product.