The relationship between the third wave of coffee and boutique coffee the definition of boutique coffee is …...

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The first wave of coffee appeared in the early 20th century, when the invention of instant coffee pushed coffee to the mass market. Subsequently, the coffee chain appeared to accelerate the popularity of coffee culture and became the representative of the second wave of coffee, while the third wave of coffee attached importance to the way coffee was planted, picked, roasted and made. As consumers improve the quality of coffee, many chain coffee brands have also burst into the boutique coffee market, grabbing tens of billions of yuan of black gold business opportunities.

The cafe on Jinhua Street specializes in black coffee and has no menu. what you want to drink must be described to the manager, who will recommend it according to the different needs of the guests.

Kai Xiang, director of the boutique coffee store: "smell the powder and experience the aroma of coffee and its change."

From the beginning of the original coffee powder, then shake and mix with the air, and finally smell the coffee powder in contact with the body temperature, three different stages, you can smell the change of coffee aroma.

Kai Xiang, director of the boutique coffee store: "We can taste and sip that feeling by sipping, much like the way we taste tea and wine."

By smelling coffee powder, brewing coffee and sipping coffee slowly, we can better understand the pleasure of tasting coffee through this ritual. Although there is no gorgeous decoration in the shop, they have different insistence on coffee.

Chen Yuzhen, head of the boutique coffee store, said: "when we first opened 13 years ago, most people came in and asked for sugar and milk. we found that since these five or six years, many people have come directly into the door and said that we only drink black coffee. We (coffee) without sugar and milk, I find that our people are beginning to make progress."

There will be such a change, because Taiwan has entered the coffee wave 3.0, which means that from the earliest instant coffee to a large number of chain coffee exhibition stores to accelerate the implementation of coffee culture, and the third wave of coffee is boutique coffee, although it only sells black coffee. but there are a lot of loyal customers.

Chen Yuzhen, head of the boutique coffee store: "I set our coffee beans by myself, which is very good, so that you can reach the stage of 'taste'. If you are free to taste it today, you can spend a little more time to enjoy it."

Not only small shops specializing in boutique coffee, in fact, chain coffee brands also blow a strong boutique style. Located under a well-known department store, Japanese coffee brands have set up the world's first top boutique grinding coffee flagship store, offering seven ways of brewing coffee.

For example, foam ice-brewed coffee, which looks like a raw beer machine, is introduced to Taiwan for the first time through a pressure machine to make the iced coffee taste warmer, but what attracts the most attention in the store is the independent bean baking room.

Reporter Lu Beijun: "after 16 minutes of baking, the original green coffee beans will become the brown color we are familiar with, and here every afternoon the beans will be baked into a suitable state."

Each batch of coffee is roasted to maintain its quality.

Li Yuhan, an employee of Japanese coffee, said: "We will let it be stored and let it exhaust after baking, and we will do a cup test after 24 hours."

In addition, Taiwanese love to drink coffee, and each person consumes about 80 cups of coffee per year, with an annual growth rate of 15%. The market size is as high as more than NT $10 billion, and they are also optimistic about the future development of the market.

Yang Yishan, a Japanese coffee industry: "in fact, the habit of Taiwanese drinking coffee has begun to change. They are willing to accept black coffee. Consumers may begin to want to understand where the characteristics of good coffee are." you may start to drink the original taste of coffee. "

Generally speaking, the price of affordable coffee ranges from 30 yuan to 50 yuan, and coffee beans are mixed with different producing areas, while individual coffee uses coffee beans from the same estate, but without selection, the price is about more than 100 yuan. Manor coffee refers to the selected coffee beans, the quality is tested to reach more than 80 points, the price is also slightly higher than 200 yuan.

Barista Cindyvs: "what kind of coffee beans would you like to drink today, with a mellow flavor?" Or something more fruity. "

For another American coffee brand, the biggest difference between the establishment of a collection store in 2013 and the general store is that some baristas introduce coffee beans and let consumers smell the fragrance of the beans first, and then show the characteristics of coffee beans through the process of warm cup hand dripping and filtration.

Lin Xiuwen, public relations and strategy management manager at Starbucks, said: "you can achieve your favorite flavor through different producing areas or different cooking methods, so we want to bring more choices through this collection of coffee." and then find his own favorite coffee flavor. "

The rise of hand-brewed coffee also means the change of consumers' taste, from simply drinking coffee to the requirement of brewing in the place of origin, feeling the level transformation of coffee aroma and taste, and moving towards the exquisite cultural route.