These days, the criteria for choosing a cup of coffee are not just about taste or aroma. The overall experience of drinking, from the texture in the mouth to the colorful visuals, is emerging as a key factor in consumption choices. In particular, iced americano, a relatively simple drink, has undergone differentiation and is leading a new consumption trend by reorganizing into a segmented menu group.
According to Starbucks Korea, the brand’s Aerocano, which was launched last month, sold 1 million cups in just seven days. It is the shortest time ever for an iced drink.
The product features a fine layer of foam by applying “air-rating” technology that injects air into the americano. It maintains the heaviness of the existing espresso but implements a softer and lighter texture. Immediately after its release, social networking services (SNS) made headlines by saying that “the americano has a creamy texture.” The spread through social networking services (SNS) was accelerated as the bubbles formed in the cup added to the visual effect.
This trend is rapidly spreading throughout the market. On the 19th, Dubon Korea’s Back Dabang released an air foam americano that created a foam layer by injecting air through steam for a limited season. According to Back Dabang, average daily sales have increased by 10-20% since its launch.
Compose Coffee has also entered the competition by launching “Airy americano,” which emphasizes a softer texture by adding an air layer to its existing americano. Beyond the existing americano, a new type of “exotic coffee” is also emerging. Twosome Place introduced a new product called Fresh Cream americano, which drinks whipped cream on americano, on the 11th.
The domestic coffee market has maintained a central structure of ice americano for a long time. It was not easy to differentiate only by the taste and aroma of coffee beans in a situation where the proportion of americano in total coffee sales was overwhelming.
Accordingly, the industry is actively using ‘texture’ as a new competitive element. Even if the same beans are used, a completely different drinking experience can be provided through extraction method, air mixing, or cream addition.
The recent rise in international bean prices is also considered a factor accelerating this strategy. In a situation where the cost burden is increasing, a simple price increase can lead to consumer backlash. Accordingly, the industry is moving to secure profitability through a ‘variance strategy’ based on the existing menu.
In fact, similar products such as Aerocano are sold at prices 200 won to 500 won higher than existing americano. It is a structure that can provide new experiences to consumers while securing additional margins from the brand’s point of view. The industry expects such ‘taste competition’ to continue for the time being. Analysts say that how new experiences are provided is now becoming a key competitive edge in a situation where taste and aroma have been upwardly leveled.
SALLY LEE
US ASIA JOURNAL
