Single Origin Espresso: The New Face of Coffee Premiumization

Single Origin Espresso (S.O.E.) is reshaping the coffee landscape, especially in Asia, where commercial chains are leveraging its premium appeal to attract younger, affluent consumers. By integrating S.O.E. into their offerings, chains like 瑞幸咖啡 , TOMORO COFFEE , ZUS Coffee , and 7-Eleven Taiwan are bridging the gap between exclusivity and accessibility. Interestingly, these brands often rely on celebrity endorsements - from World Barista Champions like Boram Um (WBC 2023), Anthony Douglas (WBC 2022), Aga Rojewska (WBC 2018), Dale Harris (WBC 2017), Hidenori Izaki (WBC 2014), and Tetsu Kasuya (WBrC 2016) - to boost credibility and drive engagement.

However, S.O.E. in the commercial coffee context is not about the purity of black espresso as one might assume. Instead, it serves as the base for indulgent milk-based beverages like lattes, flat whites, and even flavored Americanos, incorporating flavors such as orange, watermelon, or sakura. This shift reflects regional preferences, where coffee is increasingly intertwined with lifestyle, convenience, and creativity.

How Brands Like Luckin, ZUS, and Tomoro Market S.O.E.

The following examples illustrate how commercial chains frame S.O.E. as lifestyle products, balancing premium positioning with approachability for a broader audience.

The Rise of Premiumization

S.O.E. reflects coffee’s ongoing evolution, where premiumization meets accessibility. Yet, this evolution diverges significantly between specialty coffee and commercial markets.

In the specialty coffee world, S.O.E. represents transparency, traceability, and authenticity, appealing to Millennials who spearheaded the Third Wave coffee movement. Specialty roasters focus on lighter roasting, showcasing delicate origin flavors. For them, S.O.E. is a tool for storytelling, education, and a celebration of coffee’s nuances.

By contrast, commercial chains, particularly in Asia, are adopting S.O.E. for branding purposes, targeting Gen Z and younger Millennials. This demographic prioritizes fun, creativity, and customization over tradition. As a result, these chains lean into medium-to-dark roasts to ensure compatibility with milk-heavy beverages, emphasizing indulgence and lifestyle branding over education.

Globally, the specialty coffee market is projected to grow from USD 22.4 billion in 2023 to USD 60.9 billion by 2033, at a CAGR of 10.5%. This growth is fueled by consumer demand for transparency, quality, and differentiation, particularly among Gen Z and younger Millennials who drive trends like S.O.E. in milk-based beverages.

History and Context: The Rise of Single Origin Espresso

The roots of single-origin coffee can be traced back to the 1980s during the rise of the specialty coffee movement, which introduced the world to bean-to-cup transparency. Driven by Millennials, this era emphasized traceability, ethics, and the unique flavors of specific regions, farms, or even individual plots of land. It was a direct departure from traditional Italian espresso blends, which prioritized consistency and balance by combining at least 4 to 5 coffee types in one recipe.

Early adopters like 星巴克 and Nestlé Nespresso SA helped introduce single-origin concepts into the Second Wave coffee movement, making it familiar to mainstream audiences. Starbucks’ initial single-origin offerings laid the groundwork for broader adoption, while Nespresso used single-origin capsules to elevate home coffee.

From Blends to Single-Origin Espresso: A Paradigm Shift

Blends remain a cornerstone of the coffee shop environment, excelling in milk-based drinks due to their balanced, bold profiles. By contrast, S.O.E. emphasizes individuality, showcasing specific regions' attributes and cultivating consumer curiosity.

However, this paradigm shift also underscores key differences:

• Specialty SOE prioritizes light roasts, seasonality, and complexity, often struggling to perform in milk-heavy drinks without tailored recipes.
• Commercial SOE adopts medium-dark roasts, prioritizing body and intensity to complement milk, aligning with regional preferences.

Operational Insights: Observations from TDS Around the World

During my TDS Around the World Tour, I observed how blends and single-origin espressos are handled operationally in coffee shops. Despite the significant differences in bean origins and roast profiles, baristas often apply the same espresso brew ratios to both blends and SOE.

This approach, while practical, prioritizes speed and efficiency over tailored recipes. Here’s why:

• Operational Realities: Dialing in separate recipes for SOE and blends requires additional time, which many high-volume coffee shops cannot afford.
• Cost Factors: Additional grinders or advanced single-dose equipment needed for such precision are cost-prohibitive for many operations.
• Waste Minimization: Adjusting recipes on the fly can lead to greater coffee waste, which is unsustainable for both costs and environmental concerns.

Interestingly, my measurements revealed no significant difference in average TDS (Total Dissolved Solids) between blends and SOE across various coffee shops. While the World Barista Championship encourages baristas to craft distinct espresso recipes for black coffee versus milk-based drinks, this level of customization is rarely feasible in most commercial settings.

This operational insight underscores the importance of balancing quality aspirations with real-world constraints, especially in the fast-paced coffee shop environment.

While specialty coffee advocates may critique the operational compromises in commercial S.O.E., the reality is that scaling tailored recipes across high-volume environments remains a challenge. The future lies in bridging these operational constraints with emerging technologies, such as AI-driven espresso machines or modular grinders tailored for dynamic café setups.

Observations from The World Barista Championships

Over the past four years, I’ve closely documented the evolution of the espresso course, noting shifts in origin preferences, post-harvesting methods, in-cup profiles and descriptors. These insights are invaluable not only for competition baristas but also for commercial coffee professionals seeking to understand where specialty coffee is heading.

WBC Winners and Their Coffees: 2021 – 2024

Here’s a closer look at the last four World Barista Champions and their coffees:

Coffee Origins for the Espresso Course

Colombia has dominated the WBC stage for the espresso course, showcasing its consistent high-quality and experimental offerings. In the last four years, Colombian coffee has frequently appeared among finalists, with Panama as its closest contender.

Key Insight: Over four years, 63% of winning coffees originated from Colombia, solidifying its reputation as the preferred choice for WBC competitors. It is also worth noting that in two of these years (2021, 2024), the winning coffees were Colombian, while Panama took the other two years.

Species/Varieties for the Espresso Course

Key Insight: Gesha continues to stand out as the most favored variety, especially in recent years. Its bright acidity, complex sweetness, and unparalleled aromatics make it a staple for high-level competition.

Processing Methods for the Espresso Course

Key Insight: Competitors seem to be revisiting traditional processing, prioritizing balance, clarity, and elegance. This shift from advanced methods (like anaerobic and carbonic maceration) highlights a renewed appreciation for classic techniques.

Flavor Profile Trends

Key Insight: Over four years, the flavor profiles evolved from heavier stone fruits and florals to more vibrant tropical and citrus notes, showcasing a shift in sensory preferences on the WBC stage.

Comparison of Advanced vs. Traditional Processing Impacts

Key Insight: Advanced methods create tactile sensations that are unique and layered, whereas traditional methods deliver smoothness and familiarity.

Evolution on the WBC Stage

The WBC espresso course has seen dramatic changes over the last four years, from the rise of experimental processing methods to a return to tradition. Competitors have pushed the boundaries with post-harvesting methods, species, and roast profiles while emphasizing balance and clarity.

For both competitors and commercial coffee professionals, these trends highlight a contrast with the demands of high-volume coffee shops, where blends and milk-based beverages remain the backbone of operations. WBC champions continue to inspire innovation, demonstrating what’s possible when coffee is treated as both an art and a science.

SOE as a Marketing Strategy in Asia

Asia leads the charge in democratizing S.O.E., blending premiumization with accessibility. Luckin Coffee exemplifies this trend with its Global Bean Hunting Initiative, sourcing unique beans and pairing them with celebrity endorsements. Similarly, 7-Eleven Taiwan and Family Mart have introduced 80+ point single-origin coffees - graded by Coffee Quality Institute Q-Graders - in thousands of convenience stores.

However, the focus often shifts from origin stories to creating fun, indulgent drinks, such as coconut lattes or flavored Americanos. This contrasts sharply with the specialty approach, where S.O.E. emphasizes education, seasonality, and producer connection.

7-Eleven Taiwan’s City Prima specialty coffee line showcases how brands blend local expertise with international credibility. Their marketing emphasizes both the flavor complexity of single-origin beans and the lifestyle benefits of specialty coffee. By partnering with figures like Chad Wang, the 2017 World Brewers Cup Champion, and Zhenglun Fang, a key figure in Alishan coffee production, City Prima taps into both global standards and Taiwanese pride. Flavor descriptors like "layers of fruity notes" and the emotional value of coffee are key to their appeal, aligning with the trend of using storytelling and sensory experiences to engage younger, quality-conscious consumers.

Why SOE Matters: Lessons from Both Worlds

S.O.E. is not replacing blends but complementing them, offering diversity and novelty to consumers. For specialty coffee shops, it remains a way to engage customers and deepen their appreciation for coffee origins. For commercial chains, S.O.E. signifies status and modernity, aligning with broader premiumization trends in food and beverage markets.

The convergence of specialty and commercial approaches underscores coffee’s evolving dynamics. Blends remain vital for consistency in milk drinks, while S.O.E. brings excitement and differentiation to the table.

Marketing vs. Education

S.O.E. represents a unique opportunity for coffee professionals to balance authenticity with accessibility:

1. Educate Consumers: Specialty coffee shops should emphasize origin stories and educate their customers.
2. Adapt Recipes: Tailor espresso recipes for milk-heavy drinks to ensure flavor clarity.
3. Seasonal Offerings: Introduce rotating menus to maintain excitement and variety.
4. Marketing Strategies: Adapt commercial marketing innovations—like celebrity endorsements—without compromising on authenticity.

For the industry as a whole, the challenge lies in bridging the gap between specialty ideals and commercial realities, ensuring that S.O.E. not only sells but also inspires.

Once again a huge thank you to Sun Huang for being such a valuable co-author.

Sun is a true coffee industry expert with deep market knowledge, strong connections within the global coffee community, and a proven track record in business development across Asia and beyond. Having worked extensively in green coffee as well as equipment, she understands the industry's key players, trends, and dynamics like few others. Her sharp insights and hands-on experience make her an invaluable voice in shaping conversations about the future of coffee.