Brewing coffee success in the land of tea, with a range of products
Beijing-based brand marketing planner Huang Guangjie is 27 but sees himself as a veteran coffee connoisseur. He has graduated from instant brews to a range of innovative products of the beverage, which is growing by leaps and bounds in a market known for its varieties of teas since ancient times.
Huang fell in love with coffee when he was in middle school. He started with Nestle instant coffee. Every morning, he would drink a cup of coffee to refresh himself, a ritual he practised religiously to "help myself get ready for work quickly".
The routine used to cost him 200 yuan ($29.8) to 300 yuan a month. Now, consumption upgrade has ensured he spends 500 yuan to 800 yuan for the morning high, which he draws from capsule coffee (powder from ground beans preserved in a capsule to keep it fresh).
