Re: End of the Percolator Era. All hail the New Order.

I'm not buying this. If convenience was the only factor, Nescafe would have
replaced brewed coffee 50 yrs ago. If anything, w. the invention of Mr.
Coffee, drip took back market share from instant because it shifted the
balance of covenience vs. quality toward brewed . Pod type devices such as
Senseo make it even more convenient. Pre-brewed coffee in a can has been
around for decades in Japan but never gained any traction in US. As the
article indicated, there will be fewer people who ever develop the coffee
habit at all but those who do will drink better coffee, not worse, at least
in the US.



"jim schulman" <jim_schulman@xxxxxxxxxxxxx> wrote in message
news:5b98h357m8pvh5f8fhacil9v5rj085eh82@xxxxxxxxxx
On Wed, 10 Oct 2007 16:39:19 -0400, "Jack Denver"
<nunuvyer@xxxxxxxxxxxx> wrote:

The hidden lede is that Maxwell House is going 100% Arabica (assuming the
article has its facts right). Maybe we'll go circle and we'll be backed
to
canned coffee as it was in 1950. What will Vietnam do? If they are shut
out
of the "cans" (and I assume competitive pressure might push Folgers, etc.
to
match an all-Arabica Maxwell House) is soluable coffee a big enough market
for their robusta?

In East Asia, soluble and canned vending machine coffee are the
biggest products. They may take up the slack-off here as they grow.

Given the way food making skills in the US have evolved; it's becoming
to much to ask the average consumer to go therouhg the tedious and
difficult procedure of opening a can, measureing out coffee and water,
pushing a brew button, and, horrors of horrors, disposing of a yucky
filter full of wet grounds. There is every reason to believe cans of
ground coffee will give away to microwaveable containers of prebrewed
coffee.

Illy and Coke may become the future Folgers



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