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The consumption of coffee also needs to be upgraded. Never Coffee bottles the boutique coffee.

Published: 2026-02-02 Author: World Gafei

Last Updated: 2026/02/02, The bottled coffee market in Japan is very large. Bottled coffee sells better than any bottled drink in the market, and the technology is more mature. In China, only a few established beverage manufacturers are involved in this field, and the growth rate of the bottled beverage market is less than 10%, but the annual growth rate of instant coffee can reach 30%, which is a fast-growing category. Never Coffee has been bottled since 2015.

The bottled coffee market in Japan is very large. Bottled coffee sells better than any bottled drink in the market, and the technology is more mature. In China, only a few established beverage manufacturers are involved in this field, and the growth rate of the bottled beverage market is less than 10%, but the annual growth rate of instant coffee can reach 30%, which is a fast-growing category.

Never Coffee has entered the bottled coffee market since 2015, and takes a high-quality route in production: in baking, German PROBAT 60 roaster is used to bake small batches according to the origin of raw beans; in grinding, German Mahlkonig DK27 grinder is used to ensure constant grinding uniformity; in extraction, 20 hours of ice brew extraction is selected to remove bitterness and release overtone and origin flavor. Then ultra-high pressure treatment is used to sterilize to ensure food safety while locking the aroma and taste of coffee.

Its founder Liu Zuofei also shared the current market situation with Lianyun.com: "many people think that coffee is only bitter, which is the result of shoddy coffee beans and deep roasting. We think that coffee is a kind of fruit, which has the sour and sweet nature. The more common soaking method in Japan, because it will extract the bad taste of coffee, so give priority to milk coffee, can balance the taste. The well-known bottled coffee from Starbucks and Master Kang is made from coffee extract. "

After trying in many ways, Never Coffee built its own equipment and chose to use high-quality coffee beans to extract directly. The coffee made in this way is also more expensive in coffee shops. Although it tastes less than freshly brewed coffee, it is already very good compared to ordinary bottled coffee.

At present, Never Coffee has ice-brewed black coffee, ice-brewed latte, ice-brewed lime coffee, hanging ear coffee and other kinds of coffee on sale, the price is about 14.8 yuan. In addition, Never Coffee also sells coffee capsule machines, hand filter paper and other coffee peripheral products.

"We used to produce in small factories for a year and a half, producing more than 1,000 bottles a day. After months of exploration, we have just set up a large-scale factory in Guangdong, which can produce more than 100,000 bottles a month. "

In the sales channel, in addition to the original online channel, Never Coffee also began to lay offline.

"offline we are mainly laid out in convenience stores and boutique supermarkets. There were 200 + partner merchants at the end of the first month, reached 1000 yuan in the second month, and as of last week, we have successfully covered 3,500 + merchants in 20 cities. Offline is a very large market. At present, our online sales are only 10% of the total. What we need to do now is to set up 10,000 and maintain them before the end of the peak season. "

According to Lianyun.com, Never Coffee has currently completed the Pre-A round of financing, and before that, completed the angel round financing led by Hongtai Fund.

Talking about the reasons for winning this vote, Liu Zuofei told Lianyun.com: "the consumption upgrading trend of FMCG is already obvious, and we are standing on a very good track." At the same time, the things we do are also very fresh. Although there is no comparable brand in China at present, the management will mark us with NFC juice and see the possibility. Of course, our data are also very solid. "