Pu’er Coffee

 I’ve written plenty of articles about coffee bean packaging before, most of them focusing on how color influences purchasing decisions. But in real-world marketing practice, how exactly do coffee roasters use product packaging to create a sense of premiumization? Today, let’s talk about it—and you can also reflect on your own shopping experience to see whether these types of products have ever influenced your buying decisions. Packaging as a Strategic Tool for Premiumization With operational costs and green bean prices continuing to rise, roasters need to protect their profit margins however they can. Product packaging has become a simple yet powerful tool in the premiumization process. Many roasters strategically use scarcity and exclusivity to enhance brand appeal and justify higher pricing, ultimately allowing them to sell their coffee at a premium. Why Packaging Works Better Than Words There are many ways to communicate the quality of a coffee—cupping scores, the story of th...

 People often say, “You get what you pay for.” In many aspects of life, this saying makes perfect sense, and it’s deeply ingrained in the way we think about consumption. Not long ago, a customer came into our shop for coffee. After looking at the menu, he asked with surprise, “What’s this Emerald Red Label for 75 yuan? It must taste way better than the regular pour-over for 30 yuan, right?” Clearly, this customer had already equated “expensive coffee” with “good coffee,” assuming that a higher price always means better flavor. But is that really the truth? What determines the price of coffee? 1. Variety Most people know that the coffee beans sold today are broadly divided into Arabica and Robusta. Arabica includes many sub-varieties—Typica, Bourbon, Caturra, and more. These beans are usually grown at high altitudes above 800 meters. They tend to have a smoother taste and more refined flavor characteristics influenced by the local terroir. However, Arabica is picky by nature....