Research Brief: Java Justification

We were sent this very interesting article about how coffee drinking changes throughout the generations...

Monday, October 18, 2010: Center for Media Research

Java Justification

According to Mintel research, a cup of coffee is a daily occurrence for 66% of Americans, but sales have been relatively unchanged in recent years. Demand for coffee is strong among those aged 45+, and over-55-year-olds are the fastest growing segment of coffee drinkers. In order to sustain long-term growth, says the report, marketers need to court their younger customers. The study found that while 40% of 18-24-year-olds believe coffee improves their concentration, only 27% drink coffee on a daily basis.

Bill Patterson, senior analyst at Mintel, notes that "Young adults are somewhat more likely than over-55s to associate negative health consequences with coffee consumption... understanding the choice between energy drinks and coffee needs significant marketing focus... "

Younger coffee drinkers also differ from their older counterparts in that they prefer sweetened coffee drinks to plain coffee... 40% of 18-24-year-olds say so, compared to only 22% of 45-54-year-olds. Furthermore, just 28% of 18-24-year olds like the taste of coffee on its own, compared to 53% of 45-54-year-olds.

The younger demographic often prefer to visit cafes for their caffeine fix, says the report. And, 22% of 18-24-year-olds like to have a cup of coffee on hand when they're running errands, while 46% say they like to relax with a cup of coffee.

For more on this study , please visit Mintel here.

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Vienna Coffee Company at Taste of Blount in Maryville

Our lovely ladies gave out samples of our new sipping chocolate and a variety of different coffees at Taste of Blount in Maryville on September 20, 2010. (Photo courtesy of Blount Today by Leslie Karnowski)

It was also our first time announcing to the public that Vienna Coffee House will be opening on Oct. 4th!

Vienna Coffee got 2nd place in this year's Beverage and Drink Category at the Taste of Blount.

For more information go to the newspaper article at http://www.blounttoday.com/news/2010/sep/20/rain-goes-away-and-crowds-come-dinner-taste-blount/

Now Opening Vienna Coffee House!

Love Vienna Coffee? Perfect! Then you will love Vienna Coffee House! We are opening our own Coffee House on High Street in Maryville (formerly Grounded Coffee and More) on October 4, 2010!

We are a cozy coffee house serving Coffee, Espresso Beverages, Italian Soda, Fresh Pastries, Bagels, Homemade Desserts.

We will also be introducing Bellagio Italian Sipping Chocolate; A true European experience. And featuring an all new coffee drip bar with five freshly roasted coffee selections daily that is ground to order and brewed just for you. This is the absolute freshest way to enjoy freshly roasted Vienna Coffee.

We are very excited to have former owner of Thunderhead Perk in Townsend, Jaimie Matzko, as our wonderful general manager! She and John Clark are working together to make a cozy coffee house that we are sure you will enjoy.

We will be open 7 days per week!

321 High Street
Maryville, TN
37804
865.233.1060

We are working on our website. So check out http://viennacoffeeco.com/viennacoffeehouse for more details in the future.

Roastmaster John is in the News

Bad weather causes coffee prices to hit a 13-year high in commodities

Steve Butera Updated: 8/25/2010 6:43:38 PM Posted: 8/25/2010 6:35:06 PM

Sisters Marga Hinsley and Maureen Willis are making it a tradition to meet at Javerde, a West Knoxville coffee shop.

"This coffee shop happens to be equal distance from my house and my sister's house. So we can have a cup of coffee," said Hinsley.

However, getting that cup of coffee could soon cost more. Prices for a cup of java have gone up more than 30% in recent weeks, to about $1.89/pound. Experts said bad weather in coffee-growing countries in Central and South America is to blame. That in turn has some coffee shop owners keeping a careful eye on the markets.

"Across the board, coffee shops, it has made an impact," said Javerde co-owner Paul Grady. "If you look around, coffee beans are a commodity."

The caffeinated commodity has also affected local roasters. Maryville-based Vienna Coffee Company roaster John Clark, said he's made some changes to keep costs as low as possible for customers.

"We are modifying some blending so we can accommodate the same character in the end result by using different coffee beans," said Clark. Clark said three blends were affected, but coffee connoisseurs should not notice.

However, while costs stay low, customer said they will continue to come back.

"(Coffee shops) want to serve you, and they know that they're not going to be here unless we're here," Hinsley said. "So we're going to support that."

So far, only some store-bought coffee like Folgers and Maxwell House report that they will see a price increase over the coming weeks.