Not all coffee can be called "premium coffee," GREYBOX COFFEE has adopted higher standards from the selection of coffee beans, only choosing beans with SCA scores of 80 points or higher, emphasizing the origin of the ingredients and production standards. SCA-certified roasters personally roast the beans, utilizing years of roasting experience and techniques to present the unique flavours of each coffee bean. Fresh milk from Australia is paired with coffee equipment touted as "the Rolls Royce of coffee machines" to craft each cup of coffee.
In 2019, GREYBOX COFFEE's Australian blend coffee beans won the Silver Award at the 2019 Australian International Coffee Awards (AICA), standing out among over 800 entries from more than 180 exhibitors. It was also the only Chinese coffee brand to receive this award, earning high praise from judges for its "flavour balance," "velvety texture," and "peach-like sweetness."
In the authoritative American evaluation "COFFEE REVIEW," GREYBOX COFFEE also received the highest score in China's Espresso category to date — 95 points. Such a score signifies that GREYBOX COFFEE's coffee bean quality is "Perfect in structure, flawless, and shockingly distinctive and beautiful," making it a premium among premiums. As China's highest score, it is highly likely to be one of the Top 30 coffees announced by the end of 2019.
From its inception in 2016 to raising $100 million in financing in 2017, reaching a valuation of $100 million USD, and by 2018, GREYBOX COFFEE had successfully established 22 stores in first-tier CBD high-end malls in nine cities nationwide. It also received honors such as "Annual Premium Coffee" from various media outlets like "TimeOut Shanghai" and "thebeijinger."
In 2019, GREYBOX COFFEE plans to further accelerate its commercial expansion: establishing new stores in locations such as China World Trade Center Mall and Oriental Xintiandi in Beijing, with future plans to expand into overseas cities, creating an international premium coffee brand. Following the opening of two ROASTERS roasteries in Shanghai and Wuhan, the first specialty bakery store in Beijing has also appeared in Oriental Xintiandi. Consumers have the opportunity to witness the entire process from roasting coffee beans to making rich coffee. Similar specialty stores will be launched successively, bringing even more ultimate experiences to coffee enthusiasts.
In 2019, GREYBOX COFFEE plans to expand into overseas cities, creating an international premium coffee brand. Following the successful opening of three ROASTERS roasteries and the first KITCHEN store in Shanghai, more specialty stores will be launched, creating unique spaces for coffee enthusiasts and foodies to enjoy a one-of-a-kind experience.