Optimistic about the cold extraction coffee market Starbucks has promoted a dark beer taste of nitrogen coffee

Nitrogen-cooled coffee is the second best-selling product at Starbucks Coffee Bakery, its super flagship store in Seattle. This year's new summer products will be launched in seven major cities in the United States, including San Francisco, New York and Los Angeles.

Cold extract coffee is becoming a star product of Starbucks, just like Frappuccino, and another kind of vanilla cream cold extract coffee will be on the market this summer. According to Mintel, cold-extracted coffee has been very popular in the United States since last year, with sales reaching $7.9 million. Sales grew by 115% from 2014 to 2015 and 339% from 2010 to 2015.

Around December 2014, Starbucks launched cold coffee in a few cities in North America, and then in March 2015, the number of stores serving cold coffee expanded to 2800 in North America. As cold-extracted coffee is time-consuming and laborious to make, it is generally difficult to drink this drink in a chain cafe. Starbucks launched this coffee on a large scale, which seems to say, "We take coffee seriously."

In the Chinese market, the situation is similar. Starbucks began offering Lengjie at selected coffee shops in China last August, and since a single store supplies about 120 cups a day, the product is often sold out by 3 p.m. This year, Starbucks has rolled out cold coffee in the Chinese market and launched its own cold coffee beans.

Whether Lengli or Flat White, Starbucks, as a coffee chain, is clinging to a wave of craze in the coffee industry. While offering more and more food choices, it doesn't want consumers to forget that they are still a coffee brand.

Now, as fast food chains and convenience stores have fully joined the ranks of freshly ground coffee, as well as many independent cafes and coffee shops mixed with "Chao shops" have opened one after another, Shanghai's "cafe territory" has begun to quietly change, no longer just Starbucks, Costa and other chain coffee shops.

At the same time, with the increasingly strong atmosphere of the "mass entrepreneurship and innovation", cafes have also become the "standard" of the major creative parks and mass creative spaces. The University Road in Yangpu District is about 800 meters long, there are more than 40 cafes and restaurants, and the number is increasing. In the eyes of entrepreneurs, cafes are an essential place to breed new ideas, and many teams stay all afternoon. Entrepreneurs are familiar with the variety and taste of each cafe.

Why do entrepreneurs like to drink coffee? "Coffee is just a medium that allows people to sit down and collide and interact. Create new things together through the exchange of values, resources and information. " Du Juan, general manager of Yangpu Zhi Venture Investment Development Co., Ltd., said that the Internet and Wechat can never replace face-to-face communication between people, and cafes just prepare the carrier for the collision of ideas.