The Greater China market has been identified as a core market for the global brand red espresso because of its growing coffee culture and its preference for tea based drinks. The red espresso launch into Greater China will be supported by a two prong launch strategy: the launch of the redleaf loose leaf Rooibos tea brand into the retail sector to educate local consumers on the taste of Rooibos and the opening of redcafe pop up cafes in key demographic areas to drive trial and awareness of the red espresso drinks in the food service sector.
Top end premium distribution partners and customers will also be selected to sell red espresso based on their passion for and knowledge of tea or coffee café culture and their commient to red espresso as a premium global brand.
red espresso has invested substantially in the Greater China market. All intellectual property belonging to redleaf, red espresso and redcafe has been registered in Greater China. A dedicated Country Manager and sales and marketing team has been set up in China to actively manage the successful launch and distribution of redleaf and red espresso and to ensure the success of the redcafe pop up cafes.
The supply chain management for redleaf and red espresso from Cape Town into the Greater China market ensures complete traceability from crop to cup. To ensure that each consumer experience with a red espresso drink is positive, it is imperative that all red espresso drinks are made perfectly and full training is available in person and on line for all customers.
All 3 red brands (redleaf, red espresso and redcafe) will receive full support from the head office of red espresso in Cape Town, South Africa as the launch into the Greater China market is a priority for us.
The marketing efforts will be concentrated in the on line space both through www.redespresso.com and also social media as well as at point of purchase both in the retail and food service sectors.