[Distribution Hot People] Finding Your Coffee Taste... Sold Out Immediately Upon Arrival

Introduction to Domestic Roastery Cafe Coffee Beans
Intelligentsia Highlights Origin Characteristics
Kurly Expands Coffee Bean Demand Efforts

"Products are restocked 1 to 2 times a week by six brand companies through roasting. Although the absolute quantity is not large, once the products enter the Curly logistics center, they sell out completely, and sometimes they are sold out by lunchtime if it’s fast."

Choi Yoon-seo, Curly Product Planner (from left), Choi Yong-yoon, Intelligentsia Distributor MH Partners Director, Jegal Mu-hyun, Intelligentsia Distributor MH Partners Assistant Manager. [Photo by Curly]

On the afternoon of the 31st, Choi Yun-seo, a product planner (MD) at Curly, whom we met at Intelligentsia Coffee in Gangnam-gu, Seoul, said, "There are various types of coffee, but I believe the beans ultimately determine the taste," adding, "I planned the product to help customers find the coffee flavor that suits them."

The Coffee Taste Finder sampler contains signature beans from leading domestic roastery cafes such as Intelligentsia, Namu Sairo, Fritz, Momos Coffee, Blue Bottle, and Under Pressure. MD Choi emphasized, "Each company included their most confident beans, and we divided the amount so that you can drink two cups each," adding, "We also provide a guide sheet containing brand descriptions, bean characteristics, and hand drip brewing methods."

The main customer base is coffee enthusiasts. MD Choi introduced, "Coffee is a product with brand loyalty, and many people who have purchased beans before tend to buy it," adding, "Many customers who only drank Starbucks coffee have come to appreciate the charm of other beans or often gift them to acquaintances."

In particular, Intelligentsia is famous as one of the three major specialty coffees in the United States along with Blue Bottle and Stumptown. Yong-yoon Choi, director of Intelligentsia distributor MH Partners, explained, "Most companies focus on buying coffee cheaply at the origin, but Intelligentsia manages quality from cultivation to harvest," adding, "We guarantee farmers a minimum income and create a virtuous cycle by providing incentives if the quality is good."

The bean origins of Intelligentsia and Namu Sairo included in the Coffee Taste Finder sampler are both Ethiopia, but the processing methods differ by company, resulting in differences in taste and aroma. Muhyun Jegal, assistant manager at Intelligentsia distributor MH Partners, stated, "We decide on espresso or single origin from the bean production stage and cultivate accordingly," adding, "We implement roasting methods that can well express the characteristics of each origin and farm."

Curly plans to release Intelligentsia-exclusive products in the future and focus on expanding bean demand. MD Choi said, "We view beans with standards similar to fresh food and pay close attention to the distribution process," adding, "We are preparing various products so that customers can purchase good beans at reasonable prices."

This content was produced with the assistance of AI translation services.