星巴克在中国又遇强敌,这家可能比瑞幸还猛

Bethlehem Tilahun Alemu has a dream: that everyone should one day taste hand-roasted Ethiopian coffee.
贝丝丽罕·提拉轰·阿勒木有个梦想：让每个人都能品尝到手工烘焙的埃塞俄比亚咖啡。

As an entrepreneur, Alemu always wanted to replicate this dynamic experience—what she calls “the magical process”—to coffee lovers worldwide.
阿勒木作为一名创业者一直想把这种富有生命力的体验复制到全世界、让全球的咖啡爱好者接触到；她把这个过程称为“一个充满魔力的过程”。

And so was born in 2016 the idea for Garden of Coffee, a brand that uses artisanal methods to source, process, roast, and package Ethiopia’s legendary beans.
于是，咖啡花园的想法就这么在2016年诞生了，这个品牌会用纯手工的方式采集、处理、烘焙以及包装埃塞俄比亚传奇性的咖啡豆。

This personalized roasting, Alemu says, helps preserve the quality of the coffee for the final customer, reduces the ecological footprint associated with factory roasting, and creates a business model that values local manufacturing.
阿勒木说，这种个性化的烘焙能帮最终的消费者保留咖啡的品质，还可以削减掉工厂烘焙带来的碳足迹，并且创造了一种重视本地制造的商业模式。

Starbucks, Coca-Cola, e-commerce giant Alibaba, hedge fund manager Bill Ackman, and local Chinese start-up Luckin Coffee have in recent years all bet big on China’s nascent coffee scene.
星巴克、可口可乐、电商巨头阿里巴巴、对冲基金经理比尔·阿克曼以及中国本土的创业品牌瑞幸咖啡近几年都对中国初生的咖啡消费市场下了重注。

Java House, East Africa’s largest chain of coffee shops, also said in August it would capitalize on this increased demand for specialty coffee to supply the Chinese market.
东非最大的咖啡店连锁品牌 Java House 也在8月宣布要从中国市场对精品咖啡持续增长的需求中掘金。

Through a subscription service, customers will also be able to receive their favorite coffee of choice in one, two, or four-week intervals.
消费者还能通过订阅服务来以一周、两周或四周的间隔定期获取他们最喜欢的咖啡豆。

The first wave involved the mass drinking of the brew, the second grew with the rise of a coffee culture through brands like Starbucks, while the third focused on artisanal coffee making.
第一次浪潮指的是人们开始大范围饮用这种饮品，第二次则是星巴克这类品牌的咖啡文化兴起，第三次则是精品手工艺咖啡的兴起。

The fourth wave now focuses less on commercialization, more on long-term sustainability, besides promoting and preserving local ways of farming.
而这第四次浪潮的主要着眼点不是商业化，而是长期的可持续发展，以及对本地农业的促进和保护。

“We are doing this not only because hand-roasting coffee is an ancient art that we strongly feel is worth preserving and promoting, but because we believe this method of coffee roasting is the key to unlocking Ethiopian coffee’s true magical tastes,” Alemu says. “That’s the critical distinction.”
阿勒木说：“我们这么做，不光是因为我们觉得手工烘焙的咖啡是一种值得保护和推广的古老艺术，还因为我们觉得只有用这种方式烘焙才能展现埃塞俄比亚咖啡那具有魔力的口味。这才是它和普通咖啡最主要的区别。”