Is Want Want's First Coffee Beverage New Brand Bond Coffee Good to Drink? How is Bond Coffee?

In April 2018, Want Want Group officially launched its Bond Coffee beverage line, with the brand slogan "I'm young, I'm coffee," positioning itself squarely at young, trend-conscious drinkers.

Yu Huimin, Deputy Director of Want Want Group's Production and Research Group, noted that China's coffee market keeps growing at a double-digit annual rate of 15%-25%. According to Euromonitor's forecast, China's ready-to-drink coffee market will reach 14.9 billion yuan by 2021. The potential for growth in Chinese coffee consumption is enormous: the company estimates that the middle class, made up largely of young people, already exceeds 100 million and will surpass 250 million by 2030—a shift that will transform the structure of China's coffee consumption.

Want Want's Bond Coffee Beverages

Industry analysts see several forces driving the coffee sector's future growth: first, the rise of a new generation of consumers; second, the expansion of the middle class; and finally, steadily rising urbanization. The current urbanization rate is below 60%—once it reaches 65%, more consumers can be expected to choose coffee.

New Media and Integrated Marketing

Bond Coffee's core marketing strategy is to build a fashionable youth brand. Through social media short videos, in-store promotional materials, outdoor advertising, offline themed events, popular KOLs, and a steady stream of cross-brand collaborations, Bond Coffee intends to capture the young consumer market from every angle and hammer home a single association: when you want a quality, aromatic coffee, think of Bond Coffee from Want Want Group.

Bond Coffee has recently rolled out via e-commerce platforms such as Tmall and JD.com, alongside the group's own distribution network and omni-channel retail nationwide. Looking ahead, the company plans to leverage its resource advantages to expand into overseas markets—to show the world that China makes good coffee too—and to establish coffee products as the group's flagship growth engine.

FrontStreet Coffee Recommendation

If the buzz around new RTD coffee brands has you curious about what fresh specialty coffee actually tastes like, FrontStreet Coffee recommends starting with a few approachable single origins. From Ethiopia, try the natural Huakui from Sidamo—berries, florals, jackfruit, melon, and honey—or the washed Gelana cooperative lot from Yirgacheffe, with its jasmine florals, lemon acidity, and berry tones. Both make excellent first steps into specialty coffee.

If you prefer something low in acidity, FrontStreet's Indonesia Mandheling, processed with the local wet-hulled method, delivers a rich, smooth cup with herbal and spice notes—more full-bodied and velvety than a Blue Mountain—while the entry-level Brazil Cerrado Red Bourbon offers classic cream, peanut, and cocoa flavors at a friendly price, and works beautifully black or with milk.