Embracing the coffee revolution
12 March 2012 by Lucy Warner
Who's witnessed the coffee revolution? Love it or hate it, it's a South African creation and the consumers can't get enough of it.
You’d be hard pressed to miss the coffee revolution. Coffee shops, café’s, businesses such as Vida e café, Origin, Lavazza, Wild Bean Café, Crave, Café Nero, Costa Coffee, Nespresso and of course Starbucks, are
all now serving the ‘real thing’.
The coffee revolution is spreading to other product categories too. Love it or hate it, it is thriving, particularly in the local market. Looking at the shelves recently it is evident this is a genuine market category and in my view, one that should be embraced by producers and trade alike as the consumers love it!
I can quite understand why wine purists would shudder at the thought, but as I was taught to say in my early days as a wine buyer, if there is something you don’t like, just politely say "it’s not right for our target market".
However for a different target market it will be devoured, as the boys at Diemersfontein will attest to. They have been joined by many more in the local market with products such as Café Culture from KWV, Ja Mocha and Toffee Chunk from Simonsvlei, African Java from Van Loveren, Le Café from Clos Malverne, Cappuccino Pinotage from Boland, The Grinder, Mocha Java from Bellingham, and Barista from Bertus Fourie. This is evidence enough that the coffee / mocha style continues to grow and appeal to consumers and is not a flash in the pan.
What I think is really exciting is that this unique innovative style is a ‘homegrown’ South African creation and branding the wines with the various play on the coffee / chocolate flavour profile is telling the customer clearly what to expect. As some UK readers may remember from a DIY product some years ago "It does what it says on the tin" and so do these wines.
Three forward thinking retailers in the UK, who have listened to their customers and realised the SA market is on to something have launched their own versions. Tesco have Choccochino, Marks and Spencer have Mochatage and Direct Wines are launching The Chocolatier in April. So, in my view, it is well done to SA for pushing the envelope and doing something a bit unusual and creating a new wine category.
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