Jakarta –
There are similarities between the Indonesian and German peoples. Both are coffee fans. The difference is, Germans drink 5.2 kg of coffee per person per year. Meanwhile, the average Indonesian only drinks 1.13 kg of coffee per person per year. It is not surprising that Germany is the largest importer of coffee beans in the world after the United States.
Do Germans like Indonesian coffee? Of the number of coffee imports in Germany, Brazil ranks first and is followed by Vietnam. Indonesia is only ranked 9th.
That Indonesian coffee is less well known in Germany is thought to be mainly because it is a special type of coffee with a more expensive price. Apart from that, it is also due to Indonesia’s less aggressive coffee promotion patterns. For this reason, the Indonesian Embassy in Berlin is now developing a coffee promotion strategy, one of which is by holding a joint promotion with two Indonesian coffee distributor entrepreneurs, namely My Bali Coffee and PT Nabu Kopi Ranah Indonesia.
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The promotion was carried out in the two largest supermarkets in Germany, namely EDEKA and REWE. Currently there are 330 EDEKA and REWE supermarkets selling Indonesian coffee directly alongside Indonesian competitors’ coffee. Not just selling coffee, but also introducing the taste of coffee through coffee tasting in the lobby of the supermarket building and in the parking lot. The introduction of this coffee is packaged with a classic 1960s VW kombi car transformed into coffee combie.
Through coffee, promote Indonesian tourism
Attending a coffee promotion at REWE supermarkets on Saturday (07/11), the Indonesian Ambassador to Germany Arif Havas Oegroseno stated, “It is important for us to directly link the taste habits of the German people with the availability of Indonesian coffee in German supermarkets. Educate the German public “such as through direct marketing of Indonesian coffee in supermarkets in this unique way, it will provide added value to change the taste of coffee in Germany.”
In 2021, MyBali has the ambition to open 1,000 new coffee outlets in Germany, said Sascha Bayu Handojo, owner of the MyBali brand.
If Indonesian coffee is increasingly loved in Germany, Ambassador Havas, who has a barista certificate, hopes that in the future more Germans will visit Indonesia.
yf/vlz (Indonesian Embassy in Berlin)
(ita/ita)
