Starbucks pushed an expensive coffee bean from the island where Napoleon was exiled.
In June, American boutique coffee brand Blue Bottle launched a coffee bean from Yemen. In addition to flavor, its biggest feature is that it is expensive-a 5-ounce bag of coffee beans costs $65, equivalent to 429 yuan, or $13 per ounce.
To that end, Blue Bottle talks from the geography of coffee-growing areas to the geopolitics of Yemen, trying to tell a good story about the coffee bean in order to dampen people's surprise at the high price. There is also a trend behind this-those seemingly rare and expensive coffee beans have become an important part of the competition between boutique coffee.
It also means that Starbucks needs to join the competition as it increasingly emphasizes the quality of its coffee, opens more high-end selection stores, and wants to make itself boutique.
Recently, Starbucks launched $10-an-ounce St.Helena coffee beans, which will be sold online this month in a roaster store in Seattle.
These are the most expensive coffee beans Starbucks has ever offered. In 2012 and July this year, it sold Geisha Varietal coffee (Rosa) and Rwanda Mahembe, which won the local coffee competition in Rwanda, respectively, but both sold for half the price of St. Helena.
In addition to paying a high price for expensive coffee beans, the courage of Starbucks' cash-strapped big companies is also reflected in its plan to buy a total of 100kg of raw coffee beans, but now St.Helena produces only 60kg a year. After that, the total amount of about 3520 ounces of coffee beans will eventually generate about $28000 in revenue for Starbucks after being roasted and so on.
For Starbucks, this is a very small number, but there is no doubt that it has made enough gimmicks and put on a high-quality posture.
Like Blue Bottle, Starbucks will tell a good story for St. Helena. This helps consumers understand coffee and are more willing to pay for it.
At this point, Starbucks' coffee blog 1912 PIKE launched last year is important and necessary. In addition to the small coffee industry and the production behind the island, which makes it expensive, the geographical environment and human history of the island are also mentioned in the 1912 PIKE article about the coffee beans.
St.Helena is an island with a population of 4500, located between South America and South Africa. The only way to communicate with the outside world is by water, but it takes a five-day voyage from Cape Town, South Africa. This is the rarity of its geographical location. Another striking thing that cannot be copied is that St.Helena was the last stop of Napoleon's exile after the defeat of Waterloo in 1821. In 1840, Napoleon died of illness on the island, and the coffin was transported back to France.
Ann Traumann, a coffee buyer at Starbucks, first came here in early 2015 to make a deal with local coffee farmers.
"We should be patient with what is really good." Ann Traumann said. Of course, the time cost in between is eventually added to the unit price of coffee. The question is, are you willing to pay the bill?
- Prev
The World Bank will help Jamaica's coffee industry reverse the decline in productivity
The price of dental coffee is at an all-time high, but the profits of the industry have slipped to an all-time low, and the International Finance Corporation (IFC), a subsidiary of the World Bank, will contribute US $560000 to help the dental coffee industry increase production. IFC said the project aims to reverse the decline in dental coffee production, protect dental coffee brands and improve the livelihood of dental coffee farmers. Toothed coffee
- Next
Starbucks recalls more than 50,000 "risky" straws
Many places provide disposable straws for a cold drink or coffee in summer, but such straws can also be potentially risky. A few days ago, Starbucks Enterprise Management (China) Co., Ltd. filed a recall plan with the AQSIQ, recalling a batch of stainless steel straws because of safety risks. A fall may cause a tear in the lip according to the recall issued by Starbucks
Related
- Be vigilant! Tims employees trick customers into applying for credit cards!
- Tie your hands and put them on display! The video of Gu Ming migrant workers playing a stalk attracted public outrage!
- Can orange peel be used to make coffee? How to make an orange filter cup? Is citrus peel good with special hand-brewed?
- Where is Robsta's hometown? Which countries are Robusta mainly produced in?
- ICO August coffee report: Robusta prices rise to record high
- Encountered the strongest typhoon in 1975! No one can stop Shanghainese from drinking coffee!
- Ruixing Coffee and China Tennis Co., Ltd. are jointly branded, and surrounding products have been caught in a plagiarism storm!
- What kind of coffee is Coffee Queen? What kind of beans does Kona coffee belong to? Arabica, the queen of global coffee
- How to brew coffee correctly? The difference between one-step flow and three-step flow of hand-brewed coffee What impact does the way hand-brewed coffee brew brew have on the flavor of coffee?
- The drink formula is reversed! Buy coffee and get half a cup of apples?!