Blue bottle coffee is the first instant product in the mainland.

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On August 5, the official account of Blue bottle Coffee announced that it will soon launch high-quality instant coffee (concentrated) in mainland China for the first time, which is scheduled to be available on various platforms on the 17th of this month.

It is understood that last year, Blue bottle Coffee has launched the Italian espresso "Craft Instant Coffee, Espresso", using a mixed formula from Colombia, Brazil and Ethiopia. Freeze-dried coffee that claims no need to turn on the coffee machine, no grinding, and can be dissolved in both cold and hot water. In terms of price, style,48g/25 dollars (about RMB183 yuan) of blue bottle coffee is also used.

The instant product listed in China this time, the brand said, was customized by the Blue bottle team according to the coffee preference of the Chinese people, which took three years to develop. Blue bottle also mentioned in the advertisement that this instant concentrated coffee has the flavor of dark chocolate, molasses and roasted malt. After a carefully customized process, appropriate temperature and pressure control, mild extraction and slow freeze-drying, until the delicate and full flake crystal particles, retain the rich layer of concentration.

It can be noted from the official promotional posters that this instant concentrate is different from the small jar packaging abroad, and the domestic version is listed in a separate package of 3 grams each. As for the price, the author looked at the blue bottle coffee shop's this product, the pre-price of 5 items is 75 yuan, and the pre-price of 15 items is 208 yuan.

In addition, during the pre-sale period, Blue bottle coffee also launched a single taste of the new version (9.9 yuan), but most of the comments after consumption thought that the price was too high, but the taste was not amazing, saying that it should not be bought back.

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. Until 2017, when Nestl é acquired a 68% stake in Blue bottle Coffee for 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. So far, Blue bottle Coffee has five official stores in the mainland, all in Shanghai, and a time-limited flash store in Shenzhen.

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