Innovation in the HoReCa channel – Cold Brew. It’s not iced coffee, but a new coffee drinking ritual

first_imgThis tourist year has been challenging to say the least, even crucial, and although much has indicated an alert, we have clearly not responded to all the warnings, neither today nor in recent years. On the positive wave of tourism growth, we were intoxicated by success, not so much thanks to our strategy and ourselves, but more due to other global circumstances and the decline of direct European competitors. Another advantage of Cold Brew is that it is a platform for mixing other drinks, as in the case of cocktails. So, like classic cocktails consisting of a variety of drinks, so is Cold Brew, only of course the base is coffee. Those who think outside the box, follow trends and stick to quality will always profit, as evidenced by this tourist season where the market has done its thing, and quality has proven to be key for those facilities that have not failed. If we want to be a TOP tourist destination, we must move away from the concept of the sun and the sea, and focus on precisely through an authentic, diverse and quality offer and content in each segment. So in catering.  The importance of quality partners in the tourism industry The difference between the classic way of making coffee and Cold Brew (cold cooking) is in two basic facts. “ClassCoffee is brewed under temperature and high pressure, while Cold brew is brewed at low temperature and there is no pressure. This means that coffee, under the influence of gravity, drips slowly, ie enters the container, and the whole process takes 12 hours. These are the two most important but big differences betweenand espresso and Cold Brewa”Points out Marko Crnogorac, director and member of the Management Board Julius Meinl Bonfanti doo But it’s a platform for exploration and experimentation, as are cocktails. Julius Meinl points out that they have provided a base or narrative through their cocktail offer, and that they encourage others to find the best combinations themselves.  The brand of a destination is influenced by many factors, and one of them is certainly following trends and innovations. If we want to be among the TOP tourist destinations in Europe, and we want and can, we must follow all global trends, and even be the leaders of new trends.  Without going deeper into all the problems, our biggest problem is the poor offer and content in tourist destinations, and not so much the high price, as the low value for money, which is the most important.  To prepare the Cold Brew beverage, a specially ground, 100% arabica coffee is used, for which the extraction process takes 12 hours. This procedure produces a drink of gentle, elegant sweetness with fruity notes, and brings a new way of drinking coffee.  By the way, when we talk about coffee, one of the social habits, which is strongly established in our society and identity, is certainly the ritual of drinking coffee. A ritual that tourists envy us for and emphasize as an advantage of living and staying in Croatia. That is why this innovation is even more important, because it is connected with the powerful coffee drinking ritual that is very present in our country.  Except in the context of revenue growth, the story around Cold Brew is more important through the prism of a new offering, following trends and creating a new drinking ritual, especially in the summer months. “The whole concept is very interesting for the caterer. Caterers in Croatia do not have the perception that 12 liters of drink is cooked for 12 hours, which is a very long time. In one glass of Cold Brew we have a drink of a completely different acidity, bitterness and aroma. This is a total innovation, which is not so important because of the volume, but that the caterer stands out in some way and is different from the competition. One hipster cup on a wooden pallet combined with various soft and alcoholic drinks is a new ritual of drinking coffee ” says the Montenegrin. Exactly one of the new trends and innovations in the HoRea channel came to Croatia – Cold Brew coffee So, if we calculate that there is 12 liters of beverage in one container, and the average dose of coffee is 0,3 ml of coffee, we get 40 beverages of Cold Brew through one brewing.  Namely, thanks to the company and brand Julius Meinl, which is a representative of the culture and tradition of the Viennese café, and which was later transferred to Croatia, especially in Opatija in the early days of our tourism (Viennese café culture is officially included in the UNESCO National List of Intangible Cultural Heritage) , has expanded its range of beverages and introduced a unique innovation in coffee preparation – Cold Brew.  By the way, the base of every coffee is espresso, and one of the charms of Cold Brew is that, in addition to pure Cold Brew (coffee + water), it offers the possibility of adding various soft and alcoholic drinks, as well as when preparing cocktails.  So all the research tells us that coffee is much more than coffee, and the ritual of drinking coffee is an everyday experience of almost every tourist. Also, the new investment offer will bring you a star more, a picture more as well as a better review, and you know for yourself how crucial this is today.  The great news is that the catering offer in Croatia is developing and growing in quality, from the entry of burgers into the standard offer to more and more Michelin stars on our gastro scene. So Cold Brew is one of the innovations in line with new trends, certainly a great addition to a better and higher quality offer. So the one who consumes 40 drinks of Cold Brew is ready by the next morning. But, of course, Julius Meinl also saw this as one of the limiting factors, and offered a solution that caterers can buy ready-made Cold Brew directly from Julius Meinl.  I mentioned the word crucial, deliberately in context and with the hope that we all finally understand that we can no longer expect the growth of our tourism from the sun and the sea and bad value for money. “Alarm” again. What if the caterer consumes Cold Brew brewed coffee?  The Julius Meinl offer includes seven flavor variants. Of the non-alcoholic cocktails on offer are Pure, Peach, Meinl Cherry or Mojito, and for those who prefer alcoholic cocktails there are Nutty Brew cocktails with the addition of chestnut liqueur, Blueberry Brew or Mozzart Brew enriched with amaretto and orange. Cold Brew is an excellent, innovative offer in the HoReCa channel, and thus an offer in our tourism. In a conversation with Marko Crnogorec, Director and Member of the Management Board of Julius Meinl Bonfanti doo, I learned the details about this product on our HoReCa channel, from the way it is prepared to the new coffee drinking ritual, as well as what it means for caterers. What immediately popped into my focus around Cold Brew was the preparation of a drink of as much as 12 hours. How can caterers adjust to this when guests want service and drinks now and immediately? In this article, I focused on the quality offer, brand perception, following trends, a process that must be constantly in focus and listening to the market and the importance of quality partners. The arrival and presence of world brands, such as hotel houses, drinks, services, footwear, etc .. certainly contributes to a positive perception of the brand. That is why it is important that, say, Uber is present in our tourism, that we have Nike stores, McDonalds, Hilton hotels, Heineken, world-famous musicians at festivals, MasterCard, Apple Pay (I took plastic examples, but you get the point) as well as many other world brands. , because all this contributes to the confirmation that Croatia is a modern market, which follows trends. It also gives clear signals on the market, both in the b2c segment and in b2b, for the arrival of other brands in Croatia. And all this affects the perception and brand of our tourism. Also, positive competition pushes others to grow and develop, while with monopolies the market stagnates. One is the countries that consume the most coffee and there are the USA, Brazil and Germany in the first places – but the order looks completely different when it is converted into consumption per capita. According to a study by the International Coffee Organization (ICO) in Europe, the largest coffee consumers are Finns, when we look at per capita consumption, followed by Norwegians, Danes, Austrians… and big coffee drinkers are Italians, Greeks, Germans, and even Slovenes who drink 5,8 kg of coffee per capita per year, while Croats drink 5,1 kg per capita. And that is why it is important to have quality partners and brands in Croatia, both for our economy and for tourism, because they bring various innovations, follow trends and push the whole market forward. “Namely, we provided the caterers with an already prepared Cold Brew, made in the same way, which is poured into special containers and which is ready for use. The quality of cold brew remains the same, and caterers can still have the whole ritual and way of preparing Cold Brew, which is very important to them. ”  Crnogorac points out and adds that they have a strong distribution network with which they cover the entire territory of Croatia and can react quickly, which is extremely important in the operation of all catering facilities. Trends today are coming and changing like never before, but it should be borne in mind that we have micro, short-term and long-term trends. But thanks to the younger population and the influence of social media, trends need to be followed.  However, the whole process of preparing Cold Brew begins with the last minute of the caterer’s working hours, the Montenegrin points out and adds: “The Cold Brew preparation process begins at the last minute of your caterer’s business hours. So, before closing the facility, the preparation process begins, the Cold Brew device is activated and once activated, during the night the cold brew is prepared, so that it is ready for consumption a day later, ie in the morning.”Says the Montenegrin. No, this is not iced coffee, but a new, different and innovative concept of drinking coffee. To prepare this premium, refreshing beverage, a new blend of Cold Brew coffee has been developed, as it is a unique method of preparing coffee with a long, cold extraction of as much as 12 hours. “We give free to caterers, and we only offer certain solutions that complement each other best. But we created cocktails with professionals, which is very importantbut to emphasize, and combine with any piI will be in a wide range of drinks on the market, which is most acceptable to consumers in HoReCa channels ” concludes the Montenegrin. So, to conclude, this is a premium 100% Arabica coffee, which brings a new and different way of drinking coffee.  And as a passionate “coffee drinker” who drinks at least three espressos a day, this story caught my attention and gave me an idea for this article. Of course I had to try Cold Brew, and I won’t reveal the impression, it’s best to discover it for yourself. But let’s get back to the story of Cold Brew.  The motive for coming is the destination, not the accommodation, and it is in the destinations that we have the most problems. If we want to raise tourism to a higher level and extend the tourist season / year, we must invest in quality, diverse and authentic offer and content. Also, the story is constantly revolving around prices, but the focus should be on value for money, where unfortunately we stand badly. On the other hand, in order to have a quality offer in the entire tourist chain, we must also have quality partners in the market. Partners that bring us quality, stability, raise the value of our brand, follow trends and innovations and give us the resources to make our performance at a higher level. An article I wanted to write a long time ago, and just one novelty and innovation in the HoReCa channel prompted me to talk about the importance of quality partners in the entire tourism chain. Photo: Julius Meinllast_img

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