中国特色的咖啡浪潮

当雀巢、星巴克和 Blue Bottle 三个品牌放在一起的时候,从战乱时代走向和平繁荣时代的清醒逻辑随即明晰:雀巢让速溶咖啡走进千家万户,每一秒种,有 5500 杯雀巢咖啡售出;星巴克让现磨咖啡和双尾美人鱼出现在世界各地的大街小巷,为社交网络贡献无数的照片;至于 Blue Bottle,它代表着精品咖啡的崛起,让咖啡脱离了提神醒脑的基本功能诉求,也另辟出一条迥异于星巴克的空间美学,让咖啡成为类似于红酒那样值得品鉴的生活物事。

 

速溶咖啡、现磨咖啡和精品咖啡,雀巢、星巴克和 Blue Bottle,分别代表着世界上的三次咖啡浪潮。

实际上,人类喝咖啡的历史并不悠久,有史可考不过七八百年。咖啡豆大规模种植更是一部侧面的世界现代史,阿拉卡比咖啡豆最大的产区中南美洲在 18 世纪中叶以前没有一株咖啡树,是欧洲殖民扩张和黑奴贸易让这里成为了咖啡豆的种植园。

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