Maeil Dairies Co.'s "Barista Rules Decaf Espresso Latte" surpassed cumulative sales of 1.5 million units after its relaunch. Maeil Dairies Co. said on Nov. 11 that to mark the milestone, it will run a "1+1" customer appreciation event at major convenience stores nationwide throughout November.
According to Maeil Dairies Co., the Barista Rules Decaf Espresso Latte (325 mL) saw its average monthly sales rise 84% from the previous month after the July relaunch.
A key factor behind its popularity is that consumers can enjoy the bestselling cup coffee (RTD) Barista Rules Espresso Latte in a decaf version.
Maeil Dairies Co. said it strengthened its identity and expertise as a specialty coffee brand in the second half of this year by unveiling Barista Rules' new brand slogan, "Better, Bolder (better quality, bolder evolution)." It also introduced a new package design.
Maeil Dairies Co.'s patented coffee extraction technology, "Aroma Reserve Tech," has been applied to all products. The technology preserves delicate aromas that are easily lost during extraction, delivering the deep, rich flavor inherent to coffee beans.
An official at Maeil Dairies Co. said, "Surpassing 1.5 million units sold for this Barista Rules Decaf Espresso Latte shows we met consumers' expectations that decaf coffee should also taste good."