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G054B-Magazine(Korea) -共10期 2019年04期 NO.76[BLUE BOTTLE COFFEE-蓝瓶子咖啡]
Price定价:
175.00
ISBN: 9791160360714
Publisher出版社: JOH company
Language版别: 期刊Magazine
Category分类: 期刊杂志Magazine
Pub Date出版日期: 2019-05-15
购买数量:
内容简介Description
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About the Publication


Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brand’s hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.



About the Issue


Welcome to the 76th issue of B .


We all have heard of the idea of taking a “coffee break.” It’s when we take a break from the hustle and bustle of our busy lives and refresh with a cup of coffee. Similarly, people rely on coffee for its stimulating effect when they need to stay focused and totally immersed in a task. To some, coffee is something like a delicacy, and these aficionados take extra time to seek out the best coffee joints as they traverse the world. Others equip their kitchens with coffee makers and other paraphernalia to craft the best self-brewed cup of joe in the comfort of their own home. And in this digital era, coffee draws people out to offline gatherings. In short, the way contemporary society consumes coffee is nothing short of a craze. And it wouldn’t be overreaching to say that coffee is the only beverage with such a significant social and cultural influence for as long as it has. One of my interviewees, a businessman from California, said, “the US was built on coffee.”


This coffee craze has largely been propelled forward by certain coffee houses or brands, rather than by the coffee itself. Blue Bottle Coffee, featured in this issue, is the leading coffee brand behind the beverage’s phenomenal popularity for the last decade. As a frontrunner of specialty coffee—which is regarded as the third wave of coffee—Blue Bottle Coffee managed to create its own distinctive tastes and improve the entire coffee experience. Thanks to the brand’s concerted efforts, the high-end coffee industry has seen incredible growth over the years. Harking back to our publication seven years ago, B also covered Intelligentsia, another specialty coffee brand that is often referenced alongside Blue Bottle.


Featuring these two specialty coffee brands seven years apart, B discovered some interesting facts. In 2012, the concept of specialty coffee was just gaining momentum with mainstream consumers, and Blue Bottle, Intelligentsia, and other specialty coffee brands were not much different from one another. They all sought to connect with local communities, provide customized services, and improve distribution and farming systems. Specialty coffee carved out its stake in the market, and Blue Bottle Coffee decidedly embarked on a different path with an insatiable desire to discover and start another new wave in the industry. A good brand grows as it establishes core values and commits to them, and Blue Bottle took this concept one step further to expand and modify brand values so that it would stay relevant as a brand through changing times. In this process, brands often risk losing some of their customer base and get involved in a few internal quarrels. But this seems inevitable, as new things can only be achieved when a few brave visionaries take that important leap of faith.


As Blue Bottle founder James Freeman put it: “If we were so boring and obsessed over brand purity as others do, then we would’ve never started serving lattes. We will never be that company.” Excellent sports teams experiment day in and day out with new tactics and bolster players to triumph amid generational changes. Similarly, Blue Bottle held back nothing and embraced new frontiers without reservation. The brand acquired a coffee bean subscription startup and a grinding tech firm, improved its website with a bit of help from Google Ventures, and established a systematic employee training program. All these initiatives are part of the brand’s ever-evolving road map. This issue of B presents Blue Bottle’s story of passion from 2002 to today, starting with the first tasty coffee they ever brewed to the establishment of their brand value to make good coffee accessible to everyone. Moving forward, I hope this brand’s stories provide readers an opportunity to stop for a moment, just like a coffee break, and reflect on what it means to grow.


Eunsung Park

Content & Editorial Director



Table of contents


02 Intro


09 Editor’s Letter


12 Welcome

Blue Bottle patrons of Tokyo


16 Opinion

Michael Phillips, Director of Coffee Culture, Blue Bottle Coffee


20 Slow Coffee

Blue Bottle’s three extraction recipes for balanced tastes


26 Mates

Baristas and roasters representing Blue Bottle’s distinctive coffee culture


30 Backstage

Oakland roastery and cupping room–the control room for taste at all Blue Bottle cafés


34 Essentials

Various Blue Bottle products showing off the brand’s aesthetic and use of new technology



42 Opinion

Taesu Im, creative branding director of Stndrd


46 Atmosphere

Blue Bottle cafés in California bring out local cultures and quirks


50 Experience

Spaces that materialize the Blue Bottle brand philosophy and coffee experience


63 Opinion

Saki Igawa, Executive Vice President of Experience, Blue Bottle Coffee


66 Atmosphere

Blue Bottle cafés in Japan reflect characteristics of different neighborhoods while remaining welcome and friendly


70 Café Society

Blue Bottle’s influence and driving force for growth, as explained by those involved with the brand


80 New Wave

Roastery cafés in Tokyo that are spreading specialty coffee culture after the arrival of Blue Bottle in Japan


86 Refined


96 Brand Story

The stories behind Blue Bottle’s birth and growth


104 Interview

James Freeman, Founder, Blue Bottle Coffee Bryan Meehan, CEO, Blue Bottle Coffee


112 Henry House

Henry House, the Blue Bottle Coffee headquarters in Oakland

116 Session

Blue Bottle training imparts its corporate culture and hospitality philosophy to new employees


118 Partners

Large-scale investments and acquisitions that laid the foundation for the brand’s growth


122 Origin

Locations where Blue Bottle Coffee’s single origin coffee beans are sourced


124 Coffee Capitals

Four cities with distinctly unique café cultures


128 Seoul

A look at Blue Bottle’s second global destination


132 Figures

Blue Bottle’s specialty coffee business and influence in numbers


135 References


137 Outro



Content Images


P 8 Editor’s Letter



P 16Opinion (Michael Phillips)



P 20Slow Coffee



P 26Mates



P 34Essentials



P 50Experience



P 58Experience



P 84New Wave



P 96Brand Story



P 104Interview