Millennial's Favorite Drink
You see them everywhere, with manicured beards, tribal tattoos and vintage garb, Hipsters have become a symbol of the millennial. A generation that considers themselves cultural connoisseurs, foodies, fashionistas, they are more open to experiences than any generation before them and more conscious of where their products are coming from. They prioritise experiences and quality over price and most importantly they were raised to be consumers with disposable income.
Health consciousness has turned them away from energy drinks and brought them back to the roots, a good old cup’a joe. About 44% of the United States coffee demand comes from millennials, but being novelty seekers they wish to experience the best beans, the most unique flavours and textures the world has to offer. This mindset has put the specialty coffee market on the rise, so much so that, “U.S., specialty coffee has increased its market share from 1% to 20% in the last 25 years.” In the past eight years coffee consumption in 18-39 year olds has increased with an average of 11%. Café culture is no longer just a European status symbol, it’s a fashionable expectation.
“Specialty”, “gourmet”, “premium” coffees, what’s the difference? While gourmet and premium coffees can be a misleading marketing trick, “specialty” coffee is standardised. According to the SCA, the specialty coffee association, it’s Arabica beans whose green seeds score at least 80/100 points on a graded scale and have little to no defects. They get their unique flavour profiles from the soil compositions in which they are grown.
While the standards of the SCA apply mainly to the growing and picking process, to uphold the rich flavours of the specialty coffees, care must be taken to retain the bean quality at every step of the way, from producer to barista. With such fast advances on the consumer side, advances in the trading and processing process are needed to keep up. Companies like Avenews GT, that connect directly between buyers and producers, increase the value of the beans for the final consumer by not only keeping the quality of the beans, but also making them traceable. The final bearded barista and cultured customer can know their coffee’s authentic story.
What does this mean for buyers and producers? China, Panama, Kenya, Senegal and the United States are considered the highest potential markets in the coming years. The global market value of coffee is expected to witness a 5.5% CAGR (compound annual growth rate). Africa, the birthplace of the Arabica bean, is revolutionizing its coffee sector to accommodate this demand, by increasing traceability, financial inclusion and agronomic advances, enabled by tech companies that have turned their eyes to agriculture. These partnerships with companies like Avenews GT, that shorten the supply chain and increase security and transparency, enabling increased demand to be followed by increased trade. Rwanda, Ethiopia, Uganda, Tanzania, Nairobi, and Kenya are becoming places where buyers and brewers can go to experiences the growth of specialty coffee.
Specialty coffee is trendier, better, and easier to produce, buy, and brew than ever. From baristas and brewers who care, to partnerships that shorten the supply chain and ease processing, specialty coffee is showing no signs of slowing down.
Specialty coffee offered by Avenews-GT:
Rare Arabica Bourbon for the soul. From the rich soils of Rwanda, this coffee imparts a subtle acidity, notes of dark chocolate and herbs, with a hint of luscious fruits. Along with the distinct flavors mentioned above, the Arabica Bourbon is also known for its sweetness with a clean and long finish.
100% Organic Kona Coffee for the purists. From the volcanic hills of Hawaii, this coffee has a balanced body with notes of cocoa, chocolate and hazelnuts, it carries a subtle floral and fruity flavor. Smoothly bold, the silky mouth-feel finishes with a bright and pleasing acidity.
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