SYDNEY, Australia – Australian specialty coffee brand Danes Specialty Coffee is launching a new initiative to go beyond the idea that great coffee is only about the region from which it comes, and the format in which it is delivered.
The Danes Flavour Offensive will introduce Australian coffee drinkers to a new tasting experience designed to showcase a wider range of flavours that helps them decide which flavours best suit their palate.
“These days we’re all looking for more out of a coffee – a fuller experience – and that’s where flavour can add to the fun of enjoying our coffee,” explained Paul Jackson, Danes Managing Director.
To support this new initiative, Danes is launching the Danes Flavour Definer, a simple flavour visualisation tool to help customers explain which flavour they like most from their coffee.
It reflects the new Danes logo, known as the Flavour Pentagon, which is used to show how each kind of bean tastes. Each of its five points represents one of five elements of coffee flavour: aroma, flavour, sweetness, body and finish.
Every bag of Danes beans includes the pentagon to visually communicate how the roast tastes, and how customers can get the most flavour out of it at home.
“Caramels and chocolates remain the flavor choices of the market,” said Jackson, “but the tool sets out which coffees deliver more or less of this, and which coffees deliver the nuts and spices or fruits and berries.“
“Flavour has sadly played second fiddle to format, where coffee is concerned,” explained Jackson, “and we’re here to help change that.”
“We want to challenge the rise of ‘cardboard coffee,’ which forces consumers to put up with average coffee that does little more than provide a caffeine hit. In these situations, it’s all about the format, not the flavour.”
“Coffee should be a fun experience – where you can discover more about the flavours you love. It shouldn’t be limited to a binary choice of flat white versus cappuccino, or short versus long black.”
The new tool shows customers how coffee flavours can vary — through the expression of sweetness, aroma, body and finish. And to help them define their favourite flavour —regardless of whether they drink their coffee black or white.”
Newly designed packaging will showcase this new initiative, and is available from July 2017.
The brand re-launch is also supported by a new website.
About Danes Specialty Coffee
Established over 20 years ago, Danes is a pioneer of craft coffee in Australia, establishing the first Grand Barista Championship in 2001, and the Home Barista Competition shortly afterwards – to create a culture of creativity and excellence in coffee making.
Winning 35 Australian International Coffee Awards over the past few years, Danes sets a high bar for coffee excellence at its R&D centre and Head Office in Brookvale, on the Northern Beaches of Sydney, NSW.
Danes runs its own Barista Guild (DBG) accredited courses and the SCA accredited Barista Training Institute in Australia.
