MegMilk Snow Brand has introduced a new chilled cup coffee line called Baritaism, which is centered around Hiroshi Sawada 澤田洋史, who in 2008 became the first Asian to win the Free Pour Latte World Championship with the highest ever recorded score. Even though the name does not really make sense in English, the press release describes how trendy it is.
Chilled coffees sell at a premium and are always marketed as a luxury, so the imagery fits perfectly. However, at present, the brand is tied solely to this one latte artist. Odd to create a new brand which depends on one spokesperson. Maybe they will introduce other baristas in the future. Also, he won his notoriety as a latte artist, which has nothing to do with taste and cannot be reproduced in a chilled cup coffee where you sip the coffee through a straw and never actually see the coffee.
So, I am left with more questions than answers, but marketing like this is aimed more at imagery and feeling than logic. If the product actually tastes good, everything else will be forgotten.
Key Words: MegMilk Snow Brand, Bristaism, Hiroshi Sawada 雪印メグミルク バリスタイズム 澤田洋史
Photo is a web capture for explanatory purposes, copyright belongs to the company.