Does Blue Bottle Sell Instant Coffee Products at Their Stores?

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As one of the representatives of the third wave of specialty coffee, Blue Bottle Coffee has adhered to the principles of providing freshly roasted coffee, ensuring high quality in every cup, and offering professional service to customers. It has profoundly influenced a generation of specialty coffee practitioners and was once praised in the specialty coffee field as "a textbook-level existence."

Blue Bottle Coffee also began expanding into overseas markets starting in 2015. After Nestlé acquired 68% of Blue Bottle Coffee for $480 million in 2017, it further accelerated the distribution of Blue Bottle Coffee in overseas markets, making it beloved by coffee enthusiasts in various regions.

The rise of Blue Bottle Coffee reflects the market's demand for specialty coffee in recent years. However, the pandemic brought significant challenges to Blue Bottle Coffee... Although consumer demand for high-quality coffee continues to grow, due to various government pandemic prevention measures, fewer people are visiting specialty coffee shops.

More and more coffee consumers have begun pursuing the ability to make satisfying coffee at home. Although Blue Bottle Coffee has continuously introduced coffee beans from different regions and types in recent years, due to saturation in the specialty coffee market, the brand struggles to attract new users. Additionally, while people increasingly pursue better coffee flavor, they still value convenience. Consequently, Blue Bottle Coffee began to move away from its exclusive focus on freshly ground coffee... Recently, Blue Bottle Coffee announced the launch of instant espresso coffee—freeze-dried coffee that doesn't require a coffee machine or grinding, and dissolves in both cold and hot water. As for the price, it follows Blue Bottle Coffee's style: 48g for $25 (approximately 183 RMB).

Blue Bottle Coffee CEO Karl Strovink stated: "We are very committed to the development of instant coffee. We also believe that both instant coffee and freshly ground coffee will be reasons consumers love Blue Bottle Coffee." He believes that as people who value specialty coffee continue to work from home and want something easy to prepare, this market will continue to grow, and coffee consumption made at home is increasing. Currently, although the brand is working hard to resume operations at global stores, pandemic prevention requirements vary by region, so the resumption rate does not exceed 50%.

Blue Bottle Coffee's Global Innovation and Senior Director Ben Brewer also mentioned in a public email: "Currently, Blue Bottle Coffee is owned by Nestlé and has over 100 branches in the United States and Asia. Blue Bottle Coffee has been researching and developing instant products for over three years. Although instant coffee cannot compare with the brand's freshly roasted and ground coffee, as long as we handle it properly, the development path of instant coffee may bring感动 (touching experience) and inspiration to our customers."

The CEO of Blue Bottle Coffee also stated that they will begin adding products made with instant coffee to their menu in stores within one to two years. "We have already tried this in Japan, and customers do not reject such products; in fact, many customers enjoy this type of product." Image source: Internet.

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