The coffee rolls are now, they start to mix Beijing bean juice into it

0. Introduction

According to the "2022 China Coffee Consumption Insight Report" released by Meituan, the number of cafes in Shanghai is close to 8,000, ranking first in the world. It is a veritable "coffee capital" and is at the forefront of coffee trends.

The Lujiazui Coffee Festival, which just ended on April 2, is the annual International Financial City Coffee Culture Festival in Shanghai and the largest coffee culture festival in China. It has been held for the seventh time this year.

According to official sources, more than 20 cities, more than 80 cafes and more than 40 coffee brands participated in the Lujiazui Coffee Festival this year. Every coffee stall presented the latest and best-selling coffee, trying to attract the attention of coffee lovers.

What are the coffee brands doing at the Coffee Festival? What new trends are implied in the dazzling array of new products? This year, the editorial department of DT Finance and Economics came to the coffee festival and summarized 5 coffee trends.

1. One cup per person, fruit coffee is the general trend

Needless to say, the coffee is still inward. In order to cope with the pressure of research and development, it is not enough to just replace milk with coconut milk. Now, fruit coffee has become the most popular problem-solving idea in boutique coffee shops of all sizes.

According to observations, almost every coffee stall at the Coffee Festival has fruit coffee on the menu, and fruit coffee is also the coffee that most people hold in their hands.

This is firstly because of the good taste and many raw materials. On the one hand, the sweet and sour taste of the fruit neutralizes the bitterness of the coffee, which makes it easier to drink and is more popular with young people in terms of taste. Among the 10 fruit coffees in the on-site menu according to random statistics, there are at least 5 kinds of fruit in the current seasonal fruit coffee, and they are all refreshing, such as grapefruit, lemon, and pineapple.

On the other hand, there are many types of fruits and abundant production areas. After the popular fruits are exhausted, there are still niche fruits to follow . At the Coffee Festival, in addition to the lemons and pineapples mentioned above, there are also niche fruits like lotus mist, which are seasonally limited.

Another important reason for the popularity of fruit coffee may be that the color is good-looking and the "image output rate" of taking pictures is high .

At the scene, after many young people lined up to buy fruit coffee, they did not put the almost full coffee into their mouths immediately, but held it carefully, found a clean background, took pictures of it, or took Get a friend on hand to take a picture of yourself.

These fruit coffees often have a bunch of beautiful dried fruit and fruit strings on the top, and the walls of the cup are layered with different colors-the fruit juice is the base, which is colorful; the middle is sparkling water, which is transparent; the top is pouring down The coffee liquid and even the froth made of fruit are top-notch, especially in the photos.

However, although almost everyone has a cup of fruit coffee at the coffee festival, the price of fruit coffee with both taste and appearance is significantly higher than that of ordinary latte and American style . The average price of the 10 fruit coffees mentioned above 41.7元is much higher than that of Manner and Ruixing downstairs.

2. Double addiction: tea coffee and wine coffee are highly recommended

Nowadays, coffee addiction alone is not enough, wine or tea must be added to form a double addiction.

When it comes to tea and coffee, the most classic is Hong Kong-style mandarin duck, which includes thick black tea, whipped cream and coffee. As early as 2020, tea coffee was also regarded as an upgrade of the new Chinese-style tea drink to the Hong Kong-style mandarin duck, trying to regain the right to speak from the coffee market.

But at the coffee festival, tea and coffee are highly recommended in the posters of coffee shops, and green tea is a more common tea and coffee pairing .

In some coffee menus, 6 coffees are tea coffees, 5 of which contain green tea and 1 contains black tea. Xinxi Weifu, a coffee shop in Shanghai, launched two types of tea coffee with Longjing green tea; EAZY BEAN directly recommended it on a large promotional poster, "Combining the elements of spring, we specially select the new season of Kaihua Mingqian organic dragon top to make the spring coffee festival Limited Coffee - Spring".

In contrast, the alcohol used in wine and coffee is richer, ranging from whiskey to rice wine, white wine, and gin . The introduction of the on-site staff is also very similar - "If you can drink, you can try this alcoholic one".

The pairing of wine and coffee is not only addictive, but also fast-paced.

Randomly interviewed a girl born in 1995 with a wine coffee, she shared: "The smell of alcohol in the wine coffee is usually not choking, sometimes you can't even drink the smell, but I tend to get on my face, and my face will feel It’s exciting to drink at work, it’s a bit over the top, but it can still keep you awake, and I see that not only the wine and coffee match, but also the wine and tea match, it’s also pretty good.”

Since most alcoholic coffees cannot be made in non-alcoholic versions, when customers order, the staff will remind them that this is an alcoholic coffee. At the same time, in order to take care of customers who do not drink alcohol, some coffee shops have introduced coffee that only contains hops, which is non-alcoholic.

3. Incorporate local snacks into coffee, such as Beijing bean juice

In order to distinguish the same latte and fruit coffee, there are many "local snack coffee" at the coffee festival.

Coffee shops from different cities will combine local specialty snacks and drinks to launch special local coffee . For example, Beijing soybean juice American style, Shanxi mature vinegar American style, Ningxia beef soup latte, etc., the peppercorns launched by piggybank, a coffee shop in Chengdu, look like coffee made into a cup of hot pot.

These representative snacks and coffee seem to have their own flow, and the greater the contrast, the more they can attract everyone's attention. However, people's attitude towards these local specialty coffees may be more curious than tasting .

Because they were too curious about the taste of coffee with bean juice, even though the line was long, they still insisted on queuing, "Because I have never drank bean juice before, I found it on the coffee festival on Xiaohongshu, so I came here to try it, I want to see everyone What is it like to combine bad bean juice with coffee?"

The "local snack coffee" that is easier to be accepted by the public is to make a small string of snacks and put them on the coffee as an embellishment without affecting the flavor of the coffee itself .

For example, the coffee shop PINDA COFFEE from Xiamen puts a string of Xiamen orange cakes on the coffee, which can be eaten alone or dipped in coffee. There is also the German sausage coffee "two virtues with one stone" launched by the Coffee Commune, which also puts a small string of German sausages on the coffee.

4. The hot Yunnan coffee beans

As the price of green coffee beans in Yunnan rises to 30 yuan/kg in 2022, the high-quality coffee beans in Yunnan will reach a high point again.

At this year's Lujiazui Coffee Festival, there are also many stalls promoting Yunnan coffee beans, which can be divided into two categories.

The first category of booths is to show and prove the true flavor of Yunnan coffee beans to the audience through the awards won by coffee beans. For example, Coffee Commune won nine medals with Yunnan coffee beans in the Golden Bean Cup of the world's largest roasted coffee evaluation competition in 2022.

According to the on-site staff, the general consumers would prefer to drink the first milk coffee group No. 02 Yunnan milk coffee blend beans, which are "purely clever", and this is also the best-selling bean in the store. After deep roasting in the Yunnan sun, it has the sweetness of syrup and the mellow aroma of dark chocolate.

Another type of booth is to promote the local coffee brand in Yunnan by introducing the local climate in Yunnan and the roasting techniques of local coffee farmers.

For example, Yunnan Nujiang Domi Coffee, the on-site staff mentioned that this is a coffee brand from the Lisu Autonomous Prefecture. Among them, the Shanghai Shuifuxing Coffee Planting Farmers Professional Cooperative was established in 2012. It has 102 members and 1,100 coffee farmers. It has been planting in Yunnan. coffee.

A few "endorsement" posters of real ordinary people attracted a lot of attention and stopped at the scene, "I usually feel that the word Yunnan coffee is very vague. I don't know who is planting it, and I don't know what the Yunnan coffee farm is like. , Looking at these posters gives me a sense of reality,” said a coffee lover in his 30s.

5. Coffee, the outdoors, and the environment: binding sustainability

Coffee first entered the public eye as a "white-collar style drink". With the decline of coffee, the "elite workplace drink" has gradually become a "work refreshing water". Slow coffee for relaxing and chatting in small shops has gradually become " Take pictures and explore the shop "Milk Tea Cafe" occupation.

Popular coffee takes the route of cheap, big bowls, and variety, while specialty coffee is frequently combined with sports, outdoors, and environmental protection, making the concept of coffee lean on a healthy and trendy lifestyle .

At the coffee festival, the surroundings of coffee brands/creative brands are mostly related to camping and sports, such as camping storage boxes, camping coffee cups, inflatable sofas, etc. The staff of the pan-outdoor lifestyle brand Fisherman Cat mentioned that because the team played the old-fashioned "handkerchief throwing activity" while camping, they came up with the idea of ​​making a "bean paste bag" with coffee beans, and regarded the bean paste bag as a "new handkerchief". ", which is not only related to coffee, but also environmentally friendly.

Nowadays, from coffee planting, roasting, packaging to store operations, the coffee industry chain, and the coffee industry are all linked to environmental protection and sustainable development, and have practiced ESG (environmental, social and corporate governance) .

For example, in the production process of green coffee beans, honey treatment is currently popular. The staff of Yunnan Nujiang Domi Coffee mentioned that the honey treatment is different from the ordinary sun drying and washing in the past. It will save water resources and the aroma of coffee beans will be more special.

A more common, or relatively more mature environmental protection measure at this stage, is to recycle coffee grounds .

According to the calculation and statistics of the International Coffee Organization, an average of 127.5 tons of coffee grounds are produced in the country every day, and the common way of processing coffee grounds will generate a lot of harmful gases. The best way is to transform them into environmentally friendly materials and then use them across borders.

KAFFTEC is an environmentally friendly coffee brand with a large booth at the coffee festival. There are many surroundings made of coffee grounds and related environmentally friendly fabrics.

A post-00s girl at the scene expressed her preference for the coffee accessories made of this environmentally friendly material, "Drinking coffee every day does produce a lot of coffee grounds, and when I go to MANNER to buy coffee, I also use straws made of recycled coffee grounds. This can also form a good consumption cycle."

But when asked if she would be more willing to buy more environmentally friendly coffee grounds in the future, the post-00 girl said frankly: "I will also consider design elements. If it is really not good-looking, I should not be willing to buy it. "

6. Summary

Summarizing the observations made at this year’s Shanghai Lujiazui Coffee Festival, the link of the coffee industry is currently as follows:

1. For green coffee beans in the upper reaches, we will continue to focus on domestic beans, especially Yunnan coffee beans, and the facilities in Yunnan coffee estates are becoming more and more comprehensive;

2. The coffee product on the product side has evolved from milk coffee to tea coffee, wine coffee, and local snack coffee. Coffee specials have also made "coffee tea with milk" move towards a more popular "coffee drink";

3. In terms of scenes, coffee uses the outdoor fire to extend the place of drinking coffee from the office, the coffee shop, to the outdoors; and from the coffee utensils to the related surroundings, most of the usage scenes are related to the outdoors, and the design still belongs to the "mountain" style ;

4. As for the back end of coffee production, people continue to advocate environmental protection and sustainable life in the high-frequency consumption of coffee.