Today is International Coffee Day! To celebrate, we opt to feature a successful coffee promotion idea of a startup coffee business we found in Singapore —Brewo Coffee. 

In this blog, we talk about the business and its ongoing promotions. Likewise, we will be highlighting how coffee companies need to learn about creating real human connections, especially with artificial intelligence growing in demand. So, let’s get started!

Brewo Coffee and its Backstory

Brewo Coffee was founded in 2023 with a group of 5 strong-willed coffee enthusiasts who started with the goal to instil a premium feel for customers while pricing their drinks at an affordable price. The business-to-consumer (B2C) startup has exponentially grown in one of the five polytechnics in Singapore, Ngee Ann Polytechnic. 

Their mission is to introduce authentic coffee experiences from various parts of the world to the people in Singapore, starting with Vietnamese Coffee. With a vision to have a customer-centric approach, the startup has been able to include sustainability as one of its core values, which shows how they have mastered the art of making a positive impact in the student community. 

About Brewo Coffee

Product Concept Specifications

Let’s take a look at the two product lines, Bold Brew Blend and Fusion Brew Blend. 

Bold Brew Blend (BBB)

is a light-roasted coffee drink with a blend of four coffee beans: Arabica, Robusta, Excelsa and Catimor. Brewed coffee is sweetened with Vietnamese condensed milk and ice, and packaged in small PET bottles and exudes hints of chocolate, an earthy, stronger and more solid bitter taste, coupled with a fruity and woody flavour. The harmony of these four coffee beans makes BBB the perfect drink for first-time coffee drinkers and people who prefer smooth sweeter tasting coffee.

Price: $3

Fusion Brew Blend (FBB)

is made with a combination of Arabica and Robusta beans only. With the rich hints of chocolate from arabica beans and the earthy, bitter taste from robusta beans, what results is a well-blended coffee that is smooth yet deep in flavour. FBB has been described to taste more pure, more bitter and much simpler as opposed to the bold brew blend. This sits better with accustomed coffee drinkers or individuals who prefer a stronger coffee taste and higher caffeine concentration. Similarly to the BBB, FBB is also mixed with a ratio of Vietnamese condensed milk and ice.

Price: $4

Surprised about the pricing?

I mean how was this recently started brand able to outperform themselves in the very competitive coffee industry? 

The answer is simple. They positioned themselves as an affordable coffee provider through starting with only two unique flavours first. 

Strategies used by Brewo Coffee

1. Customer-Centric Approach

• Finding the Creative Direction

Many coffee providers start by having an elaborate menu with the same items you could find at any other shops, which makes them fall into the heavily saturated market where customer loyalty does not play a big part.

Brewo strategized by focusing on meeting the needs and wants of their target customers who happen to be students in their school. Knowing the demographics of their primary consumers, they had to adopt an attitude towards learning how to be a salesperson who can adapt and grasp the ropes selling a product effectively to their very own peers.

• Identify Target Demographic by Conducting User-testings and Surveys  

For this to succeed, Brewo Coffee conducted a survey to understand the timing of when students would come to school so that they could fit their operating hours schedule and open their store at the best time possible.

This way, they were able to cater to their needs more effectively so that they will indulge in purchasing your brand’s products. 

• Plan Outreach Events for Higher Proximity to Customers 

Furthermore, they proactively approached students in Ngee Ann Polytechnic’s highly populated location, also known as ‘OurSpace@Blk72’, to promote the coffee, resulting in significantly higher sales and improved outreach.

Apart from this they participated in two events, Re:Connect and SoulSpace which were organised by students in Ngee Ann Polytechnic. We’ll look more into this later and analyse the benefits it brought for the brand.

2. Breaking Industry Trends

Some may say that Brewo needs to carefully balance offering unique and premium coffee beans while also remaining competitive in the market.

They think otherwise. Since the brand only provides two unique flavours at the moment, their ability to focus on meeting the needs and wants of their target customer is easier. 

Coffee fanatics are always on the search for new coffee beans to try! Imagine the demand when Brewo Coffee brings traditional coffee from all over the world to Singapore which gives Singaporeans the taste of nostalgia.

This connection and coffee network will allow Brewo Coffee to tap into many countries with unique coffee beans in the upcoming future. This way they have clarified their unique selling point and differentiated themselves from the existing competitors in Singapore.

3. Brand Storytelling

In a world where most people settle for the mundane and ordinary, Brewo dares to be different. Founded in 2023 by a passionate team of coffee aficionados, Brewo is on a mission to share the magic of traditional coffee from all corners of the globe with every Singaporean – starting with Vietnamese coffee.

Coffee is more than just a morning beverage, it’s a journey that takes you on a sensory adventure. At Brewo, they understand this better than anyone else. That’s why their unique selling point stems from scouring the world to find the finest coffee beans, each with its unique story and flavour profile, to bring them straight to customers’ doorstep.

Their journey began in Hanoi, Vietnam, where they discovered the bold and robust flavour of Vietnamese coffee – and figured, “why can’t we find this in Singapore?” That experience inspired them to create a brand that’s all about exploring and savouring the different nuances of coffee from all over the world.

They believe that everyone deserves to experience the richness and diversity of coffee, and that they are there to make it happen. Whether you’re a coffee connoisseur or just starting your journey, Brewo is your passport to a world of coffee adventures. 

Because at Brewo, we bring back the taste of nostalgia, to you.

4. Sustainability in Mind

Brewo upholds our value of sustainability. They have implemented environmentally friendly practices from the sourcing of coffee ground productions to the drinks production process and sales process of Brewo Coffee.

Though they may not be fully sustainable yet, with greater sales and revenue, there is a definite possibility for the transition into a full-scale sustainable coffee brand in the upcoming future. 

• Eco-Friendly Packaging

PET bottles: PET, a robust and inflexible synthetic substance classified under thermoplastics, possess the ability to undergo shaping into diverse shapes through heating, melting, and cooling procedures. Brewo Coffee’s usage of custom PET bottles shows its aim to raise awareness about environmental concerns related to the usage of disposable plastics while steadfastly staying true to its mission.

Making your company operate with sustainable practices is the goal that every business should try to cultivate. The future of business lies in sustainably created products. Thus, Brewo’s efforts within the past 6 months of operations have been extraordinary and should be one to be inspired by!

5. CSR Initiative Led Events

For instance, the Re:Connect event in collaboration with Brewo Coffee took place earlier this year, August.

Re:Connect was a student-led initiative promoting sustainability, giving, and entrepreneurship. The entire event had curated and resold pre-loved items, supporting NP’s student aid fund while fostering environmental stewardship through upcycling activities. Lastly, 50 per cent of the profit was directed to the NP Student Aid Fund.

“Bring a Friend, Enjoy the Blend” Marketing Campaign

Brewo ran a special campaign called “Bring a Friend, Enjoy the blend”.

In this, the campaign requirements would be to bring a buddy to the store to get a discount of $1 off from both the Bold Brew Blend & Fusion Brew Blend.

Their goal was to entice more customers to feel connected with each other and build a community spirit towards the brand. So, they thought to tap on the buddy-culture existing in most students and also included a gift with purchase but did it differently through providing students with a free professional photograph of them with their friends.

This way, not only are customers being enticed to check out the photos post-purchase, but they are also forming a sense of loyalty towards the brand’s interesting campaigns.

Brewo positioned itself to be all about celebrating the discerning taste of true coffee lovers like you and created the “need” to taste the feeling of nostalgia in the Singapore community. 

Underlying Competitive Advantage of Brewo Coffee

The speciality coffee market is already saturated with established players, especially in Singapore. However, let’s compare Brewo to some of the most well-known and reputable speciality coffee companies, such as Starbucks, Nylon Coffee Roasters, and PPP Coffee in Singapore. 

Starbucks holds a prominent global brand presence and a wide-ranging menu, backed by a strong customer base and convenient accessibility, whereas Nylon Coffee Roasters stands out for its speciality coffee focus, attracting a dedicated niche customer base with carefully sourced beans. PPP Coffee is a distinguished speciality coffee roaster focused on quality and education, offering diverse coffee beans. 

On the other hand, Brewo offers a distinctive and authentic coffee experience to its customers by curating coffee from different regions, ensuring a high-quality and diverse selection. They started with Vietnamese drip coffee and marketed the products well. 

Focused on meeting the needs and wants of their customer and creating a convenient platform for discovering new coffee beans.

They brought traditional coffee from all over the world to Singapore, which gives Singaporeans the taste of nostalgia. This connection and coffee network will allow them to tap into many countries with unique coffee beans, such as Ethiopia.

End Goal: Transforming the Landscape

In the quest to create a coffee empire, Brewo Coffee has brewed up more than just the perfect cup of joe; they’ve concocted a vision for the future that’s nothing short of remarkable. As we sip our last drops of Brewo’s rich, aromatic brew, let’s take a moment to peer into the crystal ball of their aspirations and ambitions.

Brewo Coffee’s end goal is a tantalising prospect. They aspire to metamorphose their business model into a more expansive B2B landscape. This bold move would see Brewo not only continuing to serve the coffee aficionados that have come to adore their products but also branching out to cater to networking events and venturing into the corporate landscape.

Creating Value & Word of Influence

As we’ve seen, Brewo Coffee’s success story has been fueled by more than just great coffee. Their Door to Door Selling approach in Ngee Ann Polytechnic has created not just customers but loyal advocates. By fostering personal connections and delivering not just coffee but a sense of value, they’ve established themselves as a brand worth talking about. This word-of-influence marketing is a precious asset they aim to carry with them into the B2B realm.

Discover more cafe and coffee promotion ideas we featured before:

This is very visible with the brand’s promotional coffee shop products featuring famous football players and donating to Vietnam Talent Development Fund for every drink sold.

Pacific Coffee is offering foldable food bags and resealable silicone straws with pouches as gifts with purchase. To obtain the gifts, customers will have to purchase or top up their loyalty cards. For every $500 worth of purchase or top-up, they will get a foldable food bag.

For the Year of the dog, Starbucks offered exciting exclusive coffee shop merchandise, which includes a Year of the Dog stored value card and card holder. A Bearista Bear keychain is also being offered as a limited-edition CNY merch.

Starbucks once again impressed us with their cute promotional branded merchandise. They offered a host of brilliant merchandise such as drinking cups, mugs, bunny-themed lunch set, bunny coasters, and promotional keyrings.

Costa put together a branded promotional ceramic cup, chocolate powder shaker, and heart-shaped stencil for decoration. This allows coffee drinkers to create their very own beautiful and photogenic cappuccino drink in the comfort of their home.

Putting It All Together

Brewo’s coffee promotion idea is indeed a great one for a startup brand. Their objective is very clear, and the way they implement their promotion is undeniably a commendable one. From the idea to the implementation, everything is obviously well-thought and planned.

Inspired by this coffee promotion? Feel free to connect with the ODM team, and we will help you find the perfect merchandise for your business! Send us an email to get a detailed quote! Likewise, we can help you design and produce POS displays that will match your promotion!

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