Coffee is a highly valued drink in most countries, and an excellent business opportunity for those who have the right skillset.
It's not just about what happens at the barista stations behind the counter - you need a great product to sell too!
If you're interested in starting your own coffee company or looking to improve your current one, here are some things that should be on your radar.
This article will go over how gourmet coffee is made from start to finish, with tips for branding and marketing along the way.
Gourmet Coffee
The History of gourmet coffee stems from the 16th century when coffee beans were first found in Arabia.
It wasn’t until the late 18th century that it became popular. When the Industrial Revolution was happening, people became more wealthy and begun to experiment with their favorite foods.
Coffee was among these things, and it led to its popularity in Europe. The term “gourmet” emerged in the early 20th century and has since become an industry trend with specialty coffee shops popping up all over the world.
Gourmet coffee was originally defined as the best quality of beans that were exported because it is priced higher than normal, local coffee.
Today, gourmet coffee can be classified by different concepts - for example, people might enjoy gourmet ingredients like dark chocolate in their daily brews.
Gourmet coffees are graded on flavor intensity (i.e., light to medium or robust) but also texture through roast levels-light or medium-coarse; dark or oily; and espresso blends with increasingly concentrated trace levels of caffeine per serving (i.e., decaffeinated).
Gourmets who experiment with less traditional flavors might seek out flavored (syruped) coffees like marshmallow cream or pumpkin spice along with options that offer nutty, buttery, chocolatey, spicy or herbal notes.
Gourmet Coffee may also refer to the experience of drinking coffee with intense flavor to stimulate one's senses. It can be enjoyed in different forms like espresso drinks (e.g., cafe latte), brewed coffee (e.g., cinnamon hazelnut) and other specialties.
How to Brand a Gourmet Coffee Company
A Gourmet Coffee Company may be able to find a marketing niche by focusing on a specific product.
For example, the company could produce only whole beans from a single origin that is roasted with a certain technique or use a special grind.
A coffee company might also advertise that they do not use chemicals, sugar, or additives in their product.
This type of branding can help consumers know what they are getting and creates an air of exclusivity for the brand.
Promoting specialty coffee and building a coffee brand usually means lots of tours for retailers and wholesalers, in addition to a well-produced web presence.
In general, when consumers think about gourmet coffee, they may consider a full range of products that create a unique experience for the drinker.
Examples of Successful Gourmet Coffee Branding
There are many examples of branding that use the term "gourmet coffee" to promote their products.
Starbucks Coffee is an example of a brand that has defined itself as gourmet and uses this theme in its branding.
They have several different versions of coffee which help them market their product to specific audiences who prefer certain flavors.
If you are catering to an audience of individuals who are looking for specialty coffee, it is important to remember that they value high quality. A gourmet coffee company may find a marketing niche by focusing on a specific product.
For example, the company could produce only whole beans from a single origin that is roasted with a certain technique or use a special grind.
Promoting specialty coffee and building a coffee brand usually means lots of tours for retailers and wholesalers, in addition to a well-produced web presence. In general, when consumers think about gourmet coffee, they may consider a full range of products that create a unique experience for the drinker.
The Importance of Quality Ingredients
It is important to remember that quality ingredients are what make gourmet coffee so delicious.
When producers put special attention into the way their product is roasted, brewed and packaged, they will be able to sell it at a higher price.
This means you can market your product as something that has high value in the marketplace.
You're considered a high-end coffee company, if you're using expensive equipment (equipment that costs over $10,000) or ingredients that are not available at your local grocery store.
The better tasting your coffee is, the more likely it will be consumed by people who can afford it.
Gourmet coffee companies may find success by focusing on a specific product that is produced with high quality ingredients.
The company could produce only whole beans from a single origin that is roasted with a certain technique or use a special grind.
One example of a coffee roasting technique is to use a dark roast. This type of roast is usually done for 6-12 minutes. When the beans are toasted, they will reach an internal temperature of 320°F (160°C) or higher.
An example of a special grind for coffee would be Turkish. Turkish grind is similar to that of espresso or Turkish coffee with large particles and a distinct dark color. It is most often used in kebab shops.
Gourmet Coffee Brand Logos, Names, and Signage
If you want to create a brand that stands out, it is important to have a recognizable logo.
Your company's name and the look of your coffee bag may be what people most easily associate with your gourmet product.
It can also help if your packaging allows for people to share and remember what they see on social media. A favorite photo on Instagram that is tagged with #gourmetcoffee may lead to more sales for your product.
In general, consumers value logos that stand out from the crowd and are easy to remember. A logo should be simple enough for a consumer to easily associate it with a specific company.
Remember, a logo is a name, symbol, or design that represents an organization. A logo is used by organizations to make themselves easily recognizable.
Coffee shops must find the logo that best fits their company's mission statement and identity.
It should be simple enough for consumers to identify the organization, even if the person has never seen it before. The design of the coffee shop's sign can also play an important role in its branding success.
When selecting a logo, certain key points should be considered:
- The style/design of the logo should reflect what your business does e.g. if you are selling organic coffee, your logo may highlight natural elements or be made up of natural shapes.
- It should not include any aspect that is too detailed, as it may need to be reproduced in print on a small scale.
- The logo should be easy to identify with your business e.g. if your business name is Coffee Shack, you should avoid using the word "shop" somewhere in the logo itself.
- It should reflect what an organization stands for e.g. if your company performs community services, you may want to use a few simple words and an image of yourself doing one of those community service activities.
- It should be unique e.g. if there is already another coffee shop using the exact same logo as yours, your brand will not be able to stand out from theirs.
Coffee Shop Names
When a company chooses a name for their business, there are many criteria to keep in mind. The coffee shop's name should be simple enough so that anyone can easily remember it.
It is also good if the company's name has something to do with what they sell e.g. Java Jane's Love for Coffee. Note, the name of the coffee shop does not need to be descriptive.
Coffee Shop Signs
The coffee shop's sign needs to quickly and clearly show customers what they offer. It should also attract passersby and draw them in by showing a glimpse of the interior.
Your sign should make a bold statement about your brand, such as if your business is located in a trendy part of town.
The design should not be distracting to those passing by, as it needs to make the shop immediately recognizable and inviting.
Your sign's words and images will influence how many people choose your coffee shop over others nearby.
Gourmet coffee is a high value promise to customers. You need to take care to ensure the ingredients, processes, equipment, and marketing efforts are all consistent.
Your branding should reflect that commitment by being as authentic as possible with every detail from your packaging design down to how you represent yourself on social media channels.
It's also worth mentioning that if you produce a product of this caliber it will be more difficult for competitors in the market who don't have these same standards or quality control protocols in place.
With so many nuances at play when it comes to gourmet coffee production and distribution there is an opportunity for those willing to put in the effort necessary for success.