Blue bottle Coffee Blue Bottle stores sell instant coffee products?!

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As one of the representatives of the third wave of boutique coffee, Blue bottle Coffee (Blue Bottle Coffee) adheres to the principle of providing freshly roasted coffee, ensuring the high quality of each cup of coffee and providing professional service to guests, which has deeply influenced the practitioners of a generation of boutique coffee, and has been praised as "like textbook level" in the field of boutique coffee.

Blue bottle coffee also began to expand overseas markets since 2015. Until 2017, when Nestl é bought a 68% stake in Blue bottle Coffee at a price of US $480 million, it further accelerated the distribution of Blue bottle Coffee in overseas markets and was also popular with coffee people in all regions.

The rise of blue bottle coffee reflects the market demand for boutique coffee in recent years. But the arrival of the epidemic also brought a great blow to the blue bottle of coffee. Although public consumers have a growing demand for high-quality coffee, fewer and fewer people go to boutique coffee shops under the influence of local government epidemic prevention measures.

More and more coffee consumers are seeking to make a cup of coffee to their satisfaction at home. Although blue bottle coffee has continuously launched different producing areas and different types of coffee beans in recent years, due to the saturation of the boutique coffee market, the brand does not get the attention of more new users, and people have more pursuit of the taste of coffee, but the pursuit of convenience is still the same. As a result, Blue bottle Coffee is no longer loyal to freshly ground coffee. Just recently, Blue bottle Coffee announced the launch of Italian espresso, freeze-dried coffee that does not need to turn on the coffee machine or grind, and can be dissolved in both cold and hot water. As for the price, it also uses the style,48g/25 dollars (about RMB183 yuan) of blue bottle coffee.

Karl Strovink, CEO of Blue bottle Coffee, said: we are very committed to the development of instant coffee. At the same time, it is also believed that both instant coffee and freshly ground coffee will be the reason why consumers love blue bottles. He believes that as people who value boutique coffee continue to work from home and want something easy to prepare, the market will continue to grow and the consumption of coffee that can be made at home is increasing. At present, although the brand is working hard to get stores around the world back to work, the epidemic prevention requirements of local governments are different, so the resumption rate is no more than 50%.

Ben Brewer, Global Innovation and Senior Director of Blue bottle Coffee, also said in a public email: blue bottle Coffee is currently owned by Nestl é and has more than 100 stores in the United States and Asia. Blue bottle coffee has been in the research and development of instant products for more than three years, although instant coffee is certainly not comparable to the brand's own freshly roasted and freshly ground coffee, but as long as we handle it properly, the road to the development of instant coffee may move and inspire our guests.

The CEO of Blue bottle Coffee also said that products made by instant coffee would be added to the menus of various stores within a year or two. We have tried in Japan, customers do not reject such products, and even many customers like this kind of products. Photo Source: Internet

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