Lion coffee encourages small-scale beverage preparation

Local cafes and major networks sell Brazilian coffees in Brazil and in other countries. After all, in addition to the world''s biggest producer, are also the largest exporters. For a while here, these special beans also were found in grocery stores here and in August 2016, Lion coffee hit the shelves.
But the new product of Coca-Cola Brazil was beyond the physical stores and won, at the end of last year, a site with direct sale to the consumer. The idea is to facilitate access to a 100% Arabica coffee, made with a combination of grains "export type". To complete the experience, is already in the air, in the coffee channel Lion on YouTube, a six-episode Web series that brings together different staging tips and suggestions.
"We want to share with people the knowledge we have gained about coffee and its staging modes. At the store, people can have access to tools that help to provide this experience, "says Felipe Braga, one of those responsible for the product development and promotion strategies in the areas of operations, new business and Marketing at Coca-Cola Brazil. Renato Fukuhara, Chief Marketing Officer for new categories, adds: "Our starting point is to democratize the quality coffee. Let''s not fight with the current coffee market. Our new product is another, different. The specialty coffee market in Brazil can still evolve too, there is room for it. "
In store — with delivery throughout the country — the Lion Café can be found in the Browning version (more fruity and sweet) and dark roast, ground (medium-fine grinding pattern) or grain, in packages of 250 g or 500 g. Besides coffee, e-commerce has also accessories like Milk Frother, kettle and coffee makers different.
Barnes tells that there is a "Star" on the site: the electric portable grinder. The coffee, then crushed, should be consumed as soon as possible. However, grind your own coffee at home can seem complicated. There are sophisticated grinders on the market, including manuals, with high prices. Lion coffee chose to offer consumers an electric model with a good relationship between cost and benefit. Not by chance, in the first three months of direct sale to the consumer, is the most wanted tool.
WebSeries: preparation and curiosities of the coffee
On the YouTube channel, the episodes are presented by the barista Renato Gutierrez, Lion coffee consultant. There, he explains what is specialty coffee, teaches how to make coffee filter, the French clamp or moka including cappuccino and iced coffee. On the website of the Café Lion, other six videos, well shorts, featuring simplified way how to prepare coffee to make the most of aroma and taste of the drink.
Coffee on the bike?
In Rio de Janeiro, Lion coffee set up a temporary environment to the public taste the drink. Is a "foodbike", a bicycle adapted in Botafogo Praia Shopping, at Praia de Botafogo, South of the city. There, you can take a drink or buy time to prepare at home. For now, the cafeteria is uniqueness of Rio de Janeiro, but there are plans to take her to Sao Paulo, the city that most consumes coffee in Brazil, and to Curitiba, where the Lion was founded in 1901. "Our goal is to give access to a product overrated abroad, but so little known here in Brazil," says Jami Lotar, Marketing Manager for Lion Coffee.