The Wenqing Coffee sign is broken? Nestl é buys blue bottle coffee for 500 million

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Blue bottle coffee Blue Bottle Coffee has always been considered to belong to "Wenqing" coffee, and the Tokyo branch in Japan is the only pilgrimage place in Asia, making boutique coffee in a slow tone, breaking the siege in the coffee world in the United States, but last month there was a shocking news in the coffee industry. Nestl é, one of the coffee giants, announced that it would spend $500 million to buy a 68% stake in Blue bottle Coffee. Do not understand the blue bottle of coffee will fall out of instant packaging?

The founder, James Freeman, founded Blue bottle Coffee Blue Bottle in Auckland, USA in 2002. at first, it was only a coffee truck stall, focusing on a single origin of hand-brewed coffee (Hand Drip). It charged US $17 for a cup of coffee and asked him to wait patiently. Knowing that this kind of "slow work produces fine goods" quickly became popular, won the favor of coffee fans and washed the social platform.

Some people have analyzed that the emergence of blue bottle coffee is the third wave in American coffee culture, which is very different from the first instant coffee era and the second Starbucks quality coffee era. The third wave of coffee emphasizes individuality, independence and boutique coffee. Pay more attention to the origin of coffee, roasting or brewing methods, as a unique enjoyment of life. As a representative of the third wave, so far, the number of branches in the United States has reached 36, while Tokyo has six.

According to the statistics of the venture capital website Crunchbase, this blue bottle has raised US $1.2 billion since its inception, and investors want all the fierce people, including Twitter, Instagram, the founder of Uber, Google Venture, etc., so this Nestle acquisition also shows the shrewd vision of this group of investors.

In August, it was rumored that Blue bottle Coffee would have a chance to land in Taipei. I sincerely believe that Blue bottle will be introduced in Hong Kong in the near future. If you have been to the Tsim Sha Tsui Ferry Pier, you will understand that Hong Kong people are still enjoying the third wave of coffee. There is a strong demand for clocking in and drinking coffee together.