PT Mayora Indah Tbk has launched Kopi Turkish in Indonesia. The company describes the latest innovation as the “first roasted black coffee in Indonesia with the distinctive taste and aroma of Turkish roasted coffee. Its grounds settle quickly, making it convenient—just brew and enjoy.”
In Turkish coffee culture, the fine grounds that settle at the bottom of the cup are meant to remain undisturbed rather than consumed. While Turkish coffee may be a fresh experience, it’s not entirely unfamiliar, as Indonesia has Kopi Tubruk—a traditional Indonesian coffee celebrated for its bold and unfiltered brewing method. Since it is prepared without filtration, the coffee grounds collect at the bottom, forming a thick sediment akin to the dregs found in Turkish coffee.
Kopi Turkish offers an exotic twist on traditional Indonesian coffee brewing, giving marketers the chance to invigorate the segment with the thrill of a sensory journey through rich, globally inspired flavours.
Key takeaways: Turkish coffee
