Besides Starbucks, there is another secret coffee empire.

Today, let's go deep into the coffee field and reach the coffee empire of Green Mountain, Peet's and boutique coffee-JAB.

According to the usual saying, Starbucks is the representative of the second wave of coffee, and now the third wave of boutique coffee is often mentioned, but who is the representative?

You may have heard of boutique coffee brands such as Shupun City and intellectuals, but you may not know that they are only part of a coffee empire.

Today, let's introduce the coffee empire that goes deep into the coffee field and reaches Green Mountain, Peet's and boutique coffee-JAB.

Carmen Special correspondent | Erma

A secret coffee giant

In today's American coffee market, Donuts brand Donndole has been regarded as "Starbucks' biggest competitor" by mainstream media, including the New York Times. Buying a cheaper cup of coffee with doughnuts is becoming a different and more fashionable coffee consumption trend.

This also seems to inspire a number of doughnut brands to compete, such as Krispy Kreme, the second-largest doughnut chain in the United States, which is also actively joining the trend of selling coffee.

▲ also has stores of this brand in Shanghai.

In early February, Krispies upgraded two flavors of coffee (silky and thick), in addition to emphasizing its purity-100% Arabica beans. It has also launched a "loss-making" marketing strategy-giving away an original doughnut for three weeks as long as consumers are willing to buy coffee.

As an 80-year-old doughnut brand, doughnut workshop did not begin to pay attention to coffee until 2010. In addition to the above-mentioned exemplary role of Donndole in the doughnut industry, German investment company JAB is also one of the main drivers.

In May 2016, JAB bought Cricket House for $1.35 billion.

In fact, if you take a closer look at the coffee companies owned by JAB, you can almost be called another giant in the industry besides Starbucks. As a result, JAB, which has been in the coffee industry for a long time, naturally put the circlip workshop in.

How was this coffee empire made?

JAB, which belongs to the Lehmann family of Germany, owns fashion brands such as Bally, Jimmy Choo PLC and beauty product manufacturer Koty Coty Inc.

JAB made a big foray into the coffee market in 2013 and has since established its position in the coffee industry with several unexpected acquisitions.

At first, JAB acquired Jacobs Douwe Egberts Coffee Group (JDE) of the Netherlands, an established company founded in 1753 to sell tea bags and coffee bags. In March last year, JDE also led the acquisition of Singapore-based coffee company Super Group.

But when it comes to acquisitions that have shocked the coffee industry, two must be mentioned.

① 's acquisition of Top of Fine Coffee

The first took place in November 2105, when Peet's Coffee& Tea, an American coffee chain owned by JAB, offered $100m to acquire well-known boutique coffee brands Stumptown and Intelligentsia Coffee.

▲ Tree Pier City is known as the top of the third wave of boutique coffee.

In 1999, Duane founded the Tree Pier City Coffee Roasters in Portland, which soon became popular and was named "New Starbucks" by time magazine.

And these two coffee brands are two important representatives known as the "third wave of coffee".

After the acquisition, some of the voices from the outside world come from doubts about the future of boutique coffee, such as whether the "Tree Pier City" and "intellectuals" owned by big companies can continue to move forward in their own way.

The other part of the voice is more of an analysis. As a predecessor of Starbucks (coffee beans were imported from Peet's when Starbucks opened), Peet's seems to have found a boutique coffee route for itself.

② acquires "landmark" Green Mountain Coffee

Another unexpected acquisition came just a month later, when JAB announced that it would buy Keurig Green Mountain for $13.9 billion.

Green Mountain Coffee is a landmark coffee company in the United States. In the sixth year after its establishment in 1992, Green Mountain produced the famous K-cup capsule coffee, which focuses on the office group and has established its own position.

▲ is the Green Mountain Coffee Andy drank in Happy Song.

In addition to the quality itself, there are many patents on capsule coffee.

Although the performance in recent years has not been satisfactory, according to Euromonitor, Green Mountain Coffee still had 41% of the single-cup coffee market in 2015, surpassing Nestl é's 28% and is still the best company in the category.

Before the JAB deal about Green Mountain fell, there were few signs. Coca-Cola, the largest shareholder that owns 17% of Green Mountain Coffee, is expected to buy it directly.

But in a later statement, Coca-Cola expressed its trust in JAB. "We are very much looking forward to working with JAB." Said Muhtar Kent, president of Coca-Cola. Coca-Cola also made a profit of $25.5 million.

Co-ordinate: sir | author: Erma | Editor: Zhengyu