Orfeu Cafés Especiais launches the pocket pouch, an individual drip coffee

The company bets on the new packaging version of its specialty coffees microlot

When Nespresso created the coffee capsules, the goal was to popularize the consumption of espresso. The drip coffee has arrived in the market to simplify the coarse coffee, which is Brazilians’ beloved one. At least this is the intention of Orfeu Cafés Especiais, which has just launched the new individual packaging.

Drip Coffee – Orfeu Cafés Especiais

The drip coffee is nothing more than an individual filter already with the right amount of roasted coffee to prepare a drink directly in the cup. By means of two flexible paper rods that fit the edges of the cups, simply add hot water and voilà: your coffee is ready!

According to the marketing manager of the brand, Tiago Ebisui, each sachet is individually packed with nitrogen gas, to preserve all its freshness. “We are the first brand of specialty coffee in Brazil, above 86 points SCAA scale, to be sold in the packaging drip coffee,” he says. The brands Santa Monica and Jurerê already commercialize this packaging, however, they are not specialty, but a gourmet coffee brand. Read the article on the difference between specialty and gourmet coffees through here.

Drip Coffee – Orfeu Cafés Especiais

The coffees used were fuller microlots with caramel notes, produced at the Sertãozinho farm, in the south of Minas and Mogiana. “Of the five brands of Orfeu, Intense, Classic, Soft, Decaffeinated and Organic, the one that suited the drip coffee best was Intenso”, explains Ebisui.

The new packaging is produced by JMatos Indústria e Comércio, from Tijucas, in Santa Catarina, and Orfeu does not have any exclusivity in the new packaging.

Investment

Orfeu is investing about half a million reais in the release, including public relations, events and online advertising. According to Tiago, the sales effort was divided into three distinct phases: the first, started last week with the launch of the product at www.loja.cafeorfeu.com.br/dripcoffe. The drip coffee is being marketed in a box with 10 sachets at a price of R$ 24.90. “Already in the first week of sales, it was the best selling product. We hope it continues like this,” says Tiago.

Drip Coffee – Orfeu Cafés Especiais

The second phase is aimed at the BtoB audience, comprised of hotels, restaurants and some sales outlets, which will be addressed as of next week. And the third one comprises the national distribution of the product, already in October. Pão de Açúcar, Eataly, Emporio Santa Maria, Záfari (SP), among others, will already receive the drip coffee for sale.

Drip Coffee – Orfeu Cafés Especiais

According to a survey carried out last year by Euromonitor, the Orfeu brand was the one that grew most in the specialty coffee market in Brazil, about 300%. “We are going to double our revenue in 2018, compared to last year,” Ebusi concludes, despite not revealing the figures.

How to prepare the drip coffee