COMPANY: Atlas Coffee Club
LOCATION: Austin, TX
NCA MEMBER SINCE: September 2017
WEBSITE: Atlas Coffee Club & Atlas Coffee Blog
FACEBOOK: Atlas Coffee Club
What does Atlas Coffee Club do?
We take a unique spin on the traditional coffee subscription by taking coffee lovers on a world tour of coffee, each month highlighting coffee and culture from a new country. Tanzania, Ethiopia, Burundi and beyond, we’ve designed our coffee club to transform a daily caffeine fix routine into a journey to far off countries.
Millennials have a lot of feelings about their coffee.
Coffee consumption and purchase decisions among the youths are driven by emotions, according to new research from NCA member S&D Coffee and Tea and research firm Datassential.
“For them, coffee is not just a drink, it’s an experience, so descriptors that are solely focused on the bean (such as “bold” or “Arabica”) or basic needs (such as “fresh” or “convenient”) only address one component of the picture,” S&D reports. [Read the full study PDF.]
A big part of this picture is consuming sustainable coffee: 45% of participants say that they think more positively of purveyors who sell a sustainably sourced product, and a quarter claim that they would go “out of their way” to get it.
Yet data from the 2016 NCA National Coffee Drinking Trends shows that 28% of coffee drinkers don’t know if coffee is grown in a sustainable way. (Don’t try to trick them, though – Millennial customers are savvy and suspicious of unsupported claims.)
The market is changing fast, and many companies face unprecedented challenges. But this is also an exciting time for the coffee industry to tap into our potential. We have new opportunities to reach consumers through communication, passion, and innovation.
So how can you connect with the next generation of coffee lovers? Here’s what the latest market research says. Continue reading