Nestle buys Blue bottle Coffee Blue Bottle! Can the style of Wenqing coffee be preserved?

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While we are still immersed in the happy news that Blue Bottle is expected to settle in Taiwan, the coffee brand, which made its fortune in California and has the title of "coffee world Apple", is today acquired by Swiss food leader Nestle and will become its largest shareholder.

The white building plus the iconic small blue bottle Logo, the simple design and the characteristics of hand-made coffee are loved by the Wenqing ethnic group, and it has successively set off a blue whirlwind in places such as the United States and Japan, and its shop has become one of the attractions that travelers must visit. But will this new coffee brand, from a 5-ping shop to rewrite the global chain coffee ecology and culture, change its tune as Nestl é enters the owner in the future? It's still worth watching.

To be sure, with strong financial backing, Blue bottle is expected to have more leverage in the career landscape to compete with Starbucks, another big coffee industry leader. With regard to the acquisition of Blue bottle Coffee, which is growing rapidly and has a market capitalization of more than US $700 million, Nestl é said that although it holds a major stake in Blue bottle Coffee, its overall operation direction remains unchanged. Nestl é will try its best to help Blue bottle develop new technologies, expand its product line and showcase stores, and Blue bottle operation will maintain its independence.

As for the outside world's concern about whether Blue bottle will change its tune, founder James Freeman said that with the backing of one of the world's largest food leaders, it can not only help the brand grow, but Nestl é also gives the brand complete independent space. "they promise us that they like what we do, and they are willing to help the brand grow." CEO Bryan Meehan said, "I am very excited to work with Nestl é to become a global leader in boutique coffee for a long time."

It is reported that Nestl é's acquisition of 68% of Blue bottle Coffee for more than 500 million US dollars is a strategic step towards retailing. Both sides said that there will be no change in management, and that Nestl é will play a supporting role to help Blue bottle thrive. At present, Blue bottle has exhibitors in California, New York and Tokyo, and is expected to have more than 50 coffee chains by the end of this year. Patrice Bula, marketing director of Nestl é: "this is to invest in a team and expertise that we don't have."

"when I started to create the Blue bottle brand, it was like a marginal interest. People always think that I am a weirdo, why I am so obsessed with coffee, but now the wave of boutique coffee has swept all over life, which is a very beautiful phenomenon. " James Freeman said.

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