"SATURNBIRD" Is Entering the Specialty Coffee Market?!

For professional coffee knowledge exchange and more coffee bean information, please follow Coffee Workshop (WeChat public account: cafe_style)

For more specialty coffee beans, please add FrontStreet Coffee's private WeChat account: qjcoffeex

Many coffee enthusiasts are likely familiar with this brand. When unable to buy or order coffee at the office or home, many people turn to SATURNBIRD for their "lifeline."

Recently, SATURNBIRD has launched another new product: Espresso Specialty Coffee Liquid, which has officially gone on sale. According to official information, the black version is a light-roasted Americano-style blend using beans processed with raisin honey and natural methods, offering richer fruit acidity. The white version is a dark-roasted latte-style blend using beans processed with washed and anaerobic natural methods, providing a more pronounced bitterness.

This new product appears more refined in appearance, featuring small capsule-like packaging that maintains both compactness and an elegant feel.

Public information shows that SATURNBIRD was founded in April 2015 by Wu Jun. The company's quality control is overseen by CQI-certified coffee quality assessors, specializing in specialty coffee. By creating and expanding specialty coffee consumption scenarios, SATURNBIRD is committed to making specialty coffee accessible to the masses. The company operates under the SATURNBIRD COFFEE brand.

Previously, SATURNBIRD primarily focused on freeze-dried coffee, while the company covers products across the entire industry chain, from coffee beans to coffee powder. Unlike the plastic bag packaging of regular instant coffee, SATURNBIRD uses colorful small can designs categorized by roast degree with numbers from 0 to 7, where larger numbers indicate higher roast levels—offering both aesthetic appeal and high recognizability.

Freeze-dried coffee itself is not a new product, but it was SATURNBIRD that suddenly popularized it in China. Now this Espresso Specialty Coffee Liquid is SATURNBIRD's first product launch in this category, and market response remains to be seen over time.

In 2021, SATURNBIRD opened its first physical store on Anfu Road in Xuhui District, Shanghai. The new store is positioned as the "into the force" concept store, extending SATURNBIRD's unique planetary culture. The store entrance features exposed ceiling beams and concrete walls, with bench and table materials that balance roughness with refinement, creating a semi-finished space base that highlights the store's "force flight" concept.

Previously, Yongpu Coffee gained popularity online with its innovative "cold brew coffee liquid" and achieved the top sales position for coffee liquid on Tmall. Despite numerous convenient packaged coffee products on the market, such as instant coffee, coffee liquid—referring to concentrated coffee liquid extracted, processed, and preserved—offers irreplaceable advantages.

For example, you could make a latte by brewing drip coffee bags and adding milk, similar to adding milk to Americano coffee. However, when using coffee liquid, it's equivalent to Espresso + milk, allowing people to enjoy a genuine latte.

Growing Competition in Coffee Liquid Market

In recent years, more brands have been entering the coffee liquid market. Sumida River, Seesaw, Colin, Ji Yin, and others have successively launched coffee liquid products, while packaged retail coffee giants like Nestlé have also introduced coffee liquid products.

As the coffee market continues to upgrade, compared to queuing at coffee shops, an increasing number of coffee enthusiasts prefer to extract coffee liquid from beans using their own coffee machines. However, extracting a cup of coffee with a machine takes about 30 seconds, and with grinding included, it requires at least 2 minutes—something that office workers or those with "lazy tendencies" might be unwilling to do.

With the introduction of new forms of coffee products continuously driving the evolution of consumer habits, coffee liquid options are becoming increasingly diverse. After all, convenient, easy-to-operate coffee liquids that preserve coffee flavor and have a long shelf life have become the preferred choice for stocking up.

Image source: Internet

Important Notice :

前街咖啡 FrontStreet Coffee has moved to new addredd:

FrontStreet Coffee Address: 315,Donghua East Road,GuangZhou

Tel:020 38364473