In what’s starting to look like a Spy-vs-Spy-like dance between a Starbucks acquisition and the unStarbucks set, Starbucks’ Clover Equipment Company’s latest move is the Precision Pour Over: Clover Pour Over « Why Not? Coffee. (Courtesy of Seattle’s Why Not? Coffee.)
As we left off in our story, the once-independent Clover Equipment Company made waves with its brewer back in 2007. With its splashy introduction on the market, half lead by its fictitious price tag, lot of people bored with the espresso routine saw brewed coffee as fertile new ground for coffee exploration. But then Starbucks CEO Howard Schultz discovered it, got his hands on it in 2008, and said he was taking all the toys for himself and didn’t want to share.
Many independent cafés were suddenly locked out of the device, and others still thumbed their nose at the machine’s “sell-out” to Starbucks. In retaliation, many independent cafés replaced thoughts of the Clover brewer with an obsession over Hario V-60s drippers — essentially exhuming the 1908 invention of the Melitta coffee filter with a little spit shine.
Clover’s latest move is a prototype that co-opts the Hario V60 in a new design that stay’s true to Clover’s hands-off, mass-production mission. Between that and even Williams-Sonoma now carrying the Hario drippers (a jump the shark moment?), we can only wait and see how the unStarbucks set will counter.
Any way it goes, there’s still no end in sight for the filter drip faux arms race — with coffee consumers caught in the crossfire.
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