SINGAPORE Coca-Cola has opened a coffeehouse concept store in Singapore, as it diversifies into a market claimed to be twice that of carbonated drinks - brewed beverages.
Called Far Coast, the shop aims to demonstrate Coca-Cola's barista-free, brewed drinks dispensing technology to food and beverage (F&B) operators and consumers alike. ?ur goal is to introduce Far Coast to consumers in a very experiential and tangible way,?said Scott Stuckmann, global marketing director of Coca-Cola.
Far Coast serves up a 'wine list' variety of brewed beverages, from premium coffee to specialty chais, all quick-serve and made with specially-stored fresh millk. According to Stuckman, the patented dispenser "doesn't require a bank of grinders" to quickly produce any of the drinks. "We wanted to leverage our leadership in the soft drink dispensing business into brewed beverages,"he explained. Meanwhile, potential vendors can test the machines behind the counter.
Although the store sits opposite Starbucks and Coffee Bean on Orchard Road, Stuckman dismissed any comparisons. "We are not getting into the retail coffeehouse business,"he said. 'There is only one in Singapore and one in Toronto. Far Coast is a marketing tool. We are not looking to franchise. We exist to allow our restaurant customers to develop their drinks."
Meanwhile a spokesperson at Coca-Cola said the local market for brewed drinks was potentially twice the size of carbonated drinks, currently valued at US$22 million.
The Singapore launch follows Far Coast's debut in Toronto in September. A third outlet opens in Oslo, Norway, early next year. A spokesperson at Coca-Cola said the project was a five-year planning process.
While the store itself is the cornerstone of Far Coast's marketing campaign, Euro RSCG conceptualised a global print and outdoor campaign, while MEC handled local media duties.
