Push "people-friendly" canned products, Starbucks'"grandparents" play boutique coffee like this.

In fact, American society is no stranger to boutique coffee.

The reason why it is said that Peet's is Starbucks'"grandfather" comes from a past (portal: this time, Starbucks's "grandfather" has stepped in)

It is the founder of the second wave of coffee, and through the acquisition of the boutique coffee brand "Shudun City, intellectuals", to the top of the third wave of coffee.

Now that Shupun City has launched a canned cold-brewed coffee, what is this giant doing?

Ka Men | Erma, from Shanghai

Shudun City promotes the new "lively system" canned coffee

Over the past two years, boutique coffee Blue Bottle (blue bottle) has become famous. This brand from New York has made many people know the concept of "boutique coffee" with its simple design and good taste.

But in the eyes of coffee practitioners, Blue Bottle does not seem to be one of the best boutique coffee brands, replaced by these three: tree mound city, intellectuals and counter-culture.

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

The black cat of ▲ "intellectual" can be called the combination of boutique coffee scale.

▲ 's "counterculture" is the "Whampoa military Academy" of the coffee circle.

There have been some new moves in Shupun City recently after it was acquired by Bitz about a year ago. It will launch a new product line that sells three flavors of canned sparkling cold coffee (sparkling cold brew), including original, ginger, citrus and lemon honey.

▲ from left to right is lemon honey, original flavor, ginger and citrus.

The three new products were inspired by a store in Tree Pier in New Orleans. There, baristas mix different kinds of coffee according to different weather conditions, and a non-alcoholic look is also a blend of alcohol. For example, they added a little mint to the cold coffee and named it "Endless Summer".

But in addition to the new products, the packaging of Shu Dun City has also changed a lot this time. Compared with the previous version, the logo has been replaced with a brand new font, and the color matching of the whole bottle looks young and lively.

It's not as cold as the boutique coffee I remember.

Can the quality of boutique coffee be guaranteed through retail channels?

The revision of packaging is to a large extent to reach more consumers. The opportunity behind this is that these canned drinks will not only be placed in a small number of tree stump Shing Mun stores, but will also be introduced into retail channels and spread across the United States.

For those consumers who do not know about Shu Dun City, the people-friendly design has become a very important link. Only in this way can they have a chance to be picked up and examined by consumers, and to distinguish them from other coffees after drinking.

▲ creates the image of being close to the people with packaging

Enter the retail channel and enter the younger market. This sounds a lot like the layout of a product by a big company.

In November 2015, American coffee chain Peet's Coffee&Tea acquired Shudun City, which, together with earlier acquired intellectuals, formed Peet's Coffee's layout of boutique coffee. To a large extent, it is expected to be a differentiated advantage between Peet's and Starbucks.

▲ 's acquisition of Shudun City is highly expected.

Can such a boutique coffee be made into a ready-to-drink canned product, can it still pursue quality as always?

Domestic: boutique coffee is everywhere, the business situation is worrying

Today, the term "boutique coffee" on the market mostly refers to brands affected by the "third wave of coffee" (Third wave of coffee).

This concept was first put forward by Trish Rothgeb, a roaster at the Wrecking Ball coffee roaster in the United States in 2002. Boutique coffee will emphasize the origin of raw materials, using light baking to emphasize its taste, hierarchical sense, in the production also often use hand flushing, dripping and other methods, hoping to maximize the preservation of flavor.

In fact, American society is no stranger to boutique coffee. In China, as of February last year, according to the statistics of the "New Front" Urban Research Institute of first Finance and Economics--

In Shanghai, where the coffee level is relatively mature, there are more than 3200 independent cafes in the city, most of which advertise themselves as boutique coffee.

It has to be said that the boutique coffee market is still in an immature state, and the visual cultivation period is still very long. It is a good method to use a people-friendly product to talk to consumers.

Ca sir said

In fact, Ka Men has previously reported on a new domestic brand for canned goods (Portal: boutique coffee costs only 9.9 yuan. Is it "messing up" or "breaking it"? )

As soon as the report came out, it sparked a war of words in the industry, focusing on: is this bottled, low-cost, mechanized coffee still a boutique coffee?

If we examine it from the industry level, it is not difficult to find that only the commercialization path facing the public can achieve the collective prosperity of boutique coffee, and some compromises of Blue bottle are precisely for this purpose. Otherwise, boutique coffee can only be reduced to a kind of shabby self-exuberance in the industry. From

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