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D r i n k
Thanks to its modular
design and various
degrees of expansion,
Schaerer’s Coffee Prime
can be conveniently
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meet expanding needs. It
also offers cost savings,
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produces a range of high
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press of a button
Brewing
up a
storm
Tea Forte Kati System Loose tea
for Rooms 1 from Tea Concepts
Tea and coffee industries
represent big business across
the region and look to
continue expanding, writes
Daniel Creffield
Boncafé sees growing interest in
cafe culture in Southeast Asia
While it’s difficult to put any figures against the coffee
and tea industries’ continuing growth in Asia-Pacific,
one thing’s for sure – there’s money to be made at
every level of the business.
Tea is of course a perennial favourite, sales of which are now being
enhanced by quality imports and flavour forays taking in new and
imaginative fruit influences as well as emphasis on tradition Asian
and Western blends from lapsang souchong to Earl Grey.
Coffee has been the real success story, however, with the big US
chains buying up prime locations in almost all major Asian capitals.
In June for example, Starbucks announced its intention to open 100
stores in Malaysia over the next four years.
Meanwhile Pacific Coffee Company, a US-style coffee shop group
which actually originated in Hong Kong, now has outlets in China,
Singapore and Malaysia.
Eric Daniel, managing director of Fine Aromas, a family owned
coffee company supplying supermarkets, hotels, restaurants, offices,
private clubs, coffee shops with coffee and coffee machines in Hong
Kong, believes there are several reasons why the coffee market is
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Bravilor
Bonamat’s
Esprecious is a
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“exploding” in Asia.
“For sure one reason is increasing incomes in the region and the
rise of the middle class. Vietnam for example – which is a producing
country as well as an emerging country – registered around 20%
growth in coffee consumption in 2011. In the Philippines it was
around 9%. Indonesia is also growing.
Daniel says that all the major coffee heavyweights are focusing
on emerging markets, and they have the financial means to make
their presence felt.
“Manufacturers such as Nescafé and chains like Starbucks show
the way. Then the many copycats arrive. Once one company opens
the market others will follow; once the market is mature all the others
will come.
“The smaller coffee manufacturers – which are usually more
quality oriented – could not spread to China or Hong Kong without
the big players opening the market up first – giving away free samples
… educating the market, generally spreading coffee culture.”
Daniel makes the point that while the smaller players cannot
compete in terms of scale, they can on quality.
“Five years ago I would not have thought to bring in the brand
I am bringing now – Cafés Richard – because the market was not
mature enough to recognise and appreciate the quality of the product.
Now Hong Kong is a really mature market and has the best coffees
from all over the world. Before the market only wanted the big brands
– this is no longer the case.”
Martin B Jones, vice president, F&B, Asia Pacific, Starwood
Hotels & Resorts Worldwide says tea and coffee are “without a doubt
as two of our highest consumables. There are very few people who
don’t drink either or both. While we continue to offer these products
at a competitive price range, we go extra miles by monitoring the most
fundamental consuming habits including if it is consumed first thing
in the morning or last thing at night or just any time during the day.
The importance of experience is essential as we ensure all our hotel
brands offer an array of premium products that suit everyone’s palate
as well as value for money.”
Jones adds that a key strategy is to ensure consistency in quality
across all Starwood hotels, resorts and restaurants.
“We have a coffee and tea manual with guideline and standards
on how to prepare [them], which ensures that when a guest orders a
beverage of their choice, no matter where they are in the world, they
will have the same standard of brew. In addition we have partnered
with quality brand coffee and teahouses to match the style and
personality of our branded hotels.”
He adds that the group doesn’t partner with just one brand or
blend across the Starwood properties worldwide, as this approach
simply wouldn’t work.
“All of our brands have a unique DNA, with its own character,
that differentiates to target different guests. In the same way, coffee
is a personal choice and we like to offer our guests a range; which
includes the popular to the unique one-offs. Above all, our decisions
are quality based; there are always opportunities to work with
lesser quality products at lower prices but this doesn’t follow our
quality focus.”
Niche interest
Boncafé managing director, Christian W. Huber agrees there is a
growing interest in niche cafes “where one can enjoy a good cup of
coffee and experience the cafe culture growing in Southeast Asia.”
Huber says that with this comes a better appreciation of coffee
culture and thus better awareness and appreciation for coffee drinking.
“This trend then becomes a lifestyle. As innovations are rare in
this industry, the last real innovation remains to be the coffee capsule,
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30 AHCT August 2013