Mellower Coffee

Mellower Coffee
Industry Beverage
Founded 2011 (2011)
Headquarters Shanghai
Website mellowercoffee.com

Mellower Coffee (Chinese: 麦隆咖啡) is known as a Chinese specialty coffee company headquartered in Shanghai. Mellower devoted to specialty coffee and built on a whole-coffee industrial chain.[1]

Mellower Coffee was founded in 2011, ever since its foundation, with its original credo of "just for a cup of good coffee," Mellower has been trying to provide personalized service to every customer with high-quality coffee products and a consistently professional attitude. Mellower Coffee has set up more than 50 shops in China and abroad, including Shanghai, Beijing, Chongqing, Shenzhen, Singapore and South Korea. It serve seven world-class coffee beans, hand-made espresso and hand-drip coffee, more than 30 creative hot and cold coffee drinks, fresh cakes and pastries, and a wide variety of coffee sets.[2]

History

Foundation

In 2010, Mellower Coffee opened its first shop in Kunming. Weekly coffee salons are held to share the coffee culture and coffee-making with enthusiastic drinkers. In 2012, the second shop opened for business, and the Mellower Coffee Academy was founded, providing courses designed in accordance with the SCAA and SCAE (Speciality Coffee Association of Europe) standards while offering education on hand-drip coffee, latte art and specialty coffee level-I and -II courses. In 2013, Mellower Coffee's Kunming roasting factory was established with QS certification to engage in the retail sale of roasted coffee beans.

Expansion

In 2014, The most influential coffee champions of China and South Korea and champions from the Latte Art Championship joined Mellower Coffee. In October of that year, Mellower Coffee welcomed the opening of the flagship stores in Xintiandi (Shanghai) and Kunming. Meanwhile, the phase I SCAE courses were given at the Mellower Coffee Academy. In February 2015, the creative drink "Sweet Little Rain" was an immediate upon its launch. In March, retail coffee products—including roasted coffee beans, drip coffee and bag coffee—became available in chain hypermarkets such as QUICK, C-STORE and Tesco.

In 2016, Mellower Coffee expanded rapidly in Shanghai, Kunming and Chongqing, and the Mellower Coffee Shanghai Roasting Factory was completed. In April of that year, Mellower Coffee opened its first overseas shop in Singapore.[2]

In 2017, Mellower Coffee expanded its presence to South Korea and, with one of the founding fathers of the coffee industry appointed as the general consultant in R&D, set out to build an all-star barista team.[3]

Advertising

In December 2017, Mellower Coffee continued with its global expansion to the field of international fashion design and joined hands with the Paul Smith World Tour to explore the international high-end consumer market and promote the strategy of global branding. In summer 2018, a Kinky Boots co-branded pop-up store launched at Mellower Coffee's Tongren Road location in Shanghai. Mellower Coffee has specially made a "Sparkle Dance" drink for this event.[2]

Awards

Year Nominee/work Award Result Ref.
2016 Mellower Coffee The Best Investment Value Brands Won [4]
2018 Most Innovative Companies Won [1]
(Industry's) Most Influential Brand Won

References

  1. 1 2 "第七届财经峰会近日召开，麦隆咖啡摘获大奖". ifeng.com (in Chinese). Retrieved August 14, 2018.
  2. 1 2 3 "The co-branded pop-up store of Kinky Boots and Mellower Coffee has come to the end, Mellower comprehensively promotes brand globalization strategy". providenceheadlines.com. Retrieved August 14, 2018.
  3. ↑ "长靴皇后携手麦隆咖啡联名快闪店限时开放，音乐剧主角亲临打卡". ifeng.com (in Chinese). Retrieved August 14, 2018.
  4. ↑ "麦隆咖啡亮相2016全国糖酒会，荣获最具投资价值品牌奖". xinhuanet.com (in Chinese). Retrieved August 14, 2018.
This article is issued from Wikipedia. The text is licensed under Creative Commons - Attribution - Sharealike. Additional terms may apply for the media files.