How Starbucks Accidentally Popularised Hario's V60

About this Video

• Video Title: How Starbucks Accidentally Popularised Hario's V60
• Channel: James Hoffmann
• Speakers: James Hoffmann, Alastair Durie, Zander Nosler, Stephen Morrissey, Randy Hulett, Kent Bakke, Caroline Bell, Robert Goble, Ryohei Uno, Activist (unidentified)
• Duration: 21:32

Introduction

This video explores the surprising role Starbucks played in popularizing the Hario V60 pour-over coffee brewer. It details the rise and near-failure of the Clover brewing system, a technologically advanced machine, and how its acquisition by Starbucks indirectly led to the widespread adoption of the much simpler and cheaper Hario V60.

Key Takeaways

1. The Clover's Impact: The Clover brewing system, despite its high cost and initial struggles, created a buzz and elevated the perception of brewed coffee within the specialty coffee industry, making high-quality brewed coffee desirable and paving the way for alternative brewing methods.
2. Starbucks's Role: Starbucks's acquisition of the Clover, while seemingly to eliminate competition, inadvertently propelled the popularity of the Hario V60. Specialty coffee shops, seeking to distance themselves from Starbucks and provide a more accessible alternative to the expensive Clover, widely adopted the affordable Hario V60.
3. The V60's Rise: The Hario V60's affordability, user-friendliness, and café-friendly workflow allowed it to become the go-to pour-over brewer for both coffee shops and home enthusiasts, bridging the gap between professional and home brewing.
4. Unintended Consequences: The story highlights how unintended consequences can shape market trends. Starbucks's actions, aimed at consolidating market share, resulted in the unexpected success of a competitor's product.
5. The Specialty Coffee Movement: The narrative showcases the early days of the specialty coffee movement, the importance of trade shows, and the evolving relationship between large chains and independent coffee shops.