When we buy gourmet coffee, we know we are buying espresso coffee or its variants such as cappuccino and the likes. This term came from how baristas called their machines -gourmet coffee makers.
This gourmet flavored coffee in can is a totally new world. They cannot call the coffee, gourmet or specialty coffee, because it is not roast and ground, it is factory produced.
Learn about the above methods and more in our free Coffee Workshop in Singapore
But, because it is make by some of the world's leading gourmet coffee roaster, so they call this gourmet flavored.
And this market would be the battle ground for coffee suppliers around the world. Starting with Nescafe that introduces their gourmet flavored coffee blend in cans, other coffee companies followed suit.
You have starbucks introducing their own can coffee, and this year you have a launch by Ilko coffee international. Never heard of this company before?
This is a big company comparable to Nestle and starbucks. The partners of IlKo are the Illy, recognised by the world as one that serves the best coffee, then you have Coca-cola, the world largest beverage company.
With Coke joing the fray in the coffee business, one can only start to imagine how lucrative this business is right? According to statistics from CoCa-Cola, this particular market is worth 17 billion, and I guess this is big even for company like coke.
Oh, by the way, "this market" that we are talking about is the ready to drink (RTD) coffee market. And different players are using and manipulating different tactics and strategies to conquer the market.
IlKo with this Illy Issimo for example is taking the premium route, using word of mouth and good taste to increase their adoption rate, while we know that nescafe is actively distributed via vending machines.
To answer the question if this canned flavored gourmet coffee taste good, it should, if not folks would not spend 17 billion buying it right?
OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).
In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:
OCM's campaigns: F&B Marketing Ideas by OCM
OCM's Events: F&B Industry events by or with OCM
Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:
OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.
So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:
For regular coffee (F&B) related videos: OCM Youtube
For Daily Coffee Inspiration (fun coffee content): OCM IG
For insights into the coffee (F&B) industry: OCM LinkedIN
PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).
Learn more about the event on The Power of Market Research organised by Alumni of Adelaide University.
**Gain insights into Singapore Industry with a free F&B industry report valued at $495.
See you on 24 August 1630 hr. (Sign up below)
Free tickets code: adelaide0823
Starting a coffee shop?: Free Cafe Setup cost Calculator
Featured coffee brewing method: How to prepare V60 Coffee?
Previously: Making Coffee with a Coffee Sock.
Nov 16, 23 09:00 AM
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Choosing: Office Coffee Machine
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SkillsFuture Series: F&B Market outlook