Even though Brazil is one of the world’s largest coffee producers, its homegrown brew tends to escape its citizens for the international market.
That will change starting this August as Coca-Cola Brazil introduces Café Leão, a high-quality, locally sourced and produced coffee that will be sold exclusively in Brazil.
In a statement announcing the launch, Sandor Hagen, vice president of new business at Coca-Cola Brazil, said Coke wants to expand the availability of high-quality coffee locally to help develop the business segment and promote the growth of the overall coffee category in Brazil.
“Brazilian coffee is recognized as one of the best in the world,” Hagen said. “However, the combinations of typical Arabica beans – our best and most highly-valued type of coffee – hardly ever reach the homes of Brazilians because they are mostly destined to be distributed internationally. We want to bring Brazilians the best of the coffee produced here.”
The new Café Leão product will be made with 100 percent Arabica beans grown, roasted and packaged in Brazil. With a mixture of coffee beans from the Savannah region of the state of Minas Gerais and mountains of the state of Espírito Santo, production of Café Leão will involve a network of small and medium-sized coffee growers from the two regions.
The product will be sold in 250g and 500g sizes in two different roasts – dark for a full-bodied and balanced beverage with intense aroma and flavor, and medium with a balanced aroma, flavor and touch of sweetness.
While coffee is a new consumer offering for Coca-Cola in Brazil, the Leão brand is not. For more than 115 years, Leão has been known as a high-quality tea brand enjoyed throughout the country. Leão offerings include dozens of products sold under the Leão FUZE and Matte Leão brands.
The addition of Café Leao aligns with Coca-Cola’s ongoing efforts to innovate and diversify its portfolio to give consumers more beverage options for all lifestyles and occasions. Café Leão joins approximately 140 products currently available in Brazil across the water, tea, soft drink, juice blends, energy drink and sports drink categories.
Initially, Café Leão will be available in Rio de Janeiro, São Paulo and Curitiba with plans to expand across the country starting in January 2017. In September, Brazilian consumers will also be able to purchase Café Leão on e-commerce channels.