Pilão, one of Brazil's most popular coffee brands, has launched a whole-bean version classified as gourmet by Abic (Brazilian Coffee Industry Association), a category distinct from traditional coffee, which is associated with mass consumption and a more intense bitterness. The new product retains a visual identity similar to the classic version but has a lighter roast, a more balanced aroma and less bitterness. The price is also higher: a 1-kg package costs 150 reais ($37) on the brand's official website and can be found for around 89 reais ($17) at retailers such as Amazon, while traditional Pilão ranges from 50 ($10) to 90 reais ($17.3) per kilogram.The launch reflects a trend in Brazil's coffee market: while overall consumption is stabilizing, gourmet and specialty coffees are the categories seeing the strongest growth in sales volume. Besides driving growth, this shift toward gourmet products allows companies to maintain reasonable profit margins despite rising raw-material costs, since these products start at a higher price point.
Other major brands are following a similar strategy. The 3corações group created Rituais, a brand dedicated exclusively to specialty coffees, while Melitta is investing in its Regiões Brasileiras line, aimed at the gourmet segment and offering different sensory profiles.
