No, it’s old news. Blue Bottle, having successfully raised $25.75 million in venture capital January, 2014, launched Blue Bottle New Orleans Iced Coffee – purchasable in blue and white half-pints milk carton, that summer. I was aware of the launch. Not only had I read about the initiative in several business publications, I also chatted with a couple Lower East Side-based baristas who informed me that Blue Bottle was no longer true, in the pure specialty coffee sort of way, to those in the coffee community.
I didn’t care then because I had plenty of accessible and equally delicious cafes to choose from. It wasn’t until I grabbed my first New York Blue Bottle on Monday, that I noticed how deeply affected I was by the milk, I mean, coffee cartons.
Artisanal/specialty coffee charges a higher price than, say Dunkin’ Donut brew, because more attention was paid to producing that perfect sip. From selecting special coffee beans, to paying special attention to roasting and brewing, and of course, making that cup specially for you, specialty coffee is special in a big way. And consumers, like myself, willingly fork over $4, $5 for cold brew and $6+ for latte in exchange. Continue reading