Issue link: https://read.dmtmag.com/i/491368
36 STiR tea & coffee industry international The consumer profile of Brazil's coffee drinkers has changed in the past 10 years. Coffee is now fashionable with the country's youth, a growing number of whom are spending their leisure time in coffee shops. Young people 15-30 are interested in great coffee and the culture that surrounds it, according to the Brazilian Coffee Industry Association (ABIC). They want to see and be seen in modern coffee shops, collect coffee and coffee accessories, and they love fashion items with slogans that mention coffee. Coffee geeks and coffee lovers wear themed shirts, jewelry, and buy stylized mugs. They like to explore new methods of preparing coffee at home. Brazil's coffee retailers recognize the im- portance of investing in this generation, but until recently not much was done. There remains a lack of new products, brands. Compa- nies willing to focus on this demographic will find an unexplored market that can be a great opportunity to make money. São Paulo is the center of the country's coffee culture, eager to advance the country's awareness of great coffee. Below are a few coffee shops that serve as places to meet and disseminate coffee knowledge. They are the final link between farm producers and consumers. These coffee shops are responsible for presenting new trends and for routinely introducing great coffee to the domestic market. SÃO PAULO Coffee Lab This shop serves great coffee and knowledge. Its architecture – no counter or walls to separate clients from the preparation and roasting areas – allows more interaction between staff and costumers. With barriers withdrawn the whole coffee supply chain and its processes becomes a subject for curious visitors. Owner Isabela Raposeiras offers exclusive coffees and roasts all the coffee that she sells. The shop houses a barista school and features a fun and irreverent way to talk about coffee that attracts clients, collects prizes and praise from gastronomic critics. Rua Fradique Coutinho, 1.340 +5511 3375-7500 www.coffeelab.com.br Sofá Café A cozy place to sit, chat, and enjoy a very good cup of coffee. The shop's charming environment is a success worth duplicating and there are now three more locations: two in São Paulo city, Brazil; and one in Boston, United States. A great place to meet friends! Rua Bianchi Bertoldi, 130 +55 11 3034-5830 www.sofacafe.com.br Octavio café Located in one of the most important business centers in São Paulo, Octavio Café offers specialty coffees produced on its own farms: Fa- zenda Nossa Senhora Aparecida, Fazenda São José, Santa Adélia, Santa Rita, Santa Maria e Fazendinha. Its modern architecture offers closed rooms for meetings with great infrastructure such as multi- media equipment. O'Coffee is one of the few coffee ventures that control the entire coffee chain. A good place to do business and try exclusive coffees! Avenida Brigadeiro Faria Lima, 2996 Jardim Paulistano, São Paulo +55 11 3074-0110 www.octaviocafe.com Malerba Café A small coffee shop located in Lorena city is noted for investing in coffee quality even though it's far away from the gastronomic centers between Rio de Janeiro and São Paulo. Besides exploring differ- ent ways of serving coffee, owner Marcelo Malerba organizes a free event every year to explore the coffee culture with its clients. A nice place to visit! Praça Prefeito Rosendo Pereira Leite, nº 7 Lorena, Vale do Paraíba, São Paulo +55 12 3153.2002 www.malerba.com.br/malerbacafe Brazil's Youthful Coffee Culture Photo courtesy Octavio Cafe Photo courtesy Coffee Lab