There has been a change in the Philippine coffee market in recent years. From third-wave coffee shops, premium grab-and-go, to boutique roasters, the country is finally accepting its own coffee culture. For many Filipinos, coffee options are limited: inexpensive selections with low-quality instant coffee or expensive, premium cafe experiences. A homegrown brand, B Coffee, hopes to find a middle ground and transform the way Filipinos drink coffee at home.
B Coffee was founded in 2020 and combines affordability with premium taste. It positions itself as a disruptor in a market traditionally dominated by instant coffee and expensive coffee machines, offering high-quality capsules and simple machines for home use. A clear vision drives the brand: to make premium coffee available to everyone, especially at home.
B Coffee’s advantage comes from its leadership as well as its unique value proposition. Together, the founders have nearly a century of experience in the coffee industry. Jun Sy, Founder & Chairman, previously distributed Kopiko in the Philippines, elevating it to the country’s top coffee brand in the mass market. In his previous role at Nestlé, Steven Dejager spearheaded successful product launches like Nescafé 3-in-1 twin packs, which sold $10 million during their launch. Founder & Technical Advisor Nol Bosman has managed coffee factories worldwide, including stints at Douwe Egberts and Sara Lee Coffee. Markus Knoll, Founder & Finance Advisor, is an investment banker with experience at UBS.
B Coffee CEO Miguel Guerrero joined the company in 2024 with a fresh perspective as the former co-founder and CEO of Boozy.ph, which specialized in alcohol e-commerce.
As consumers sought comfort and convenience during the pandemic, B Coffee was born. Despite their prior success in the instant coffee industry, the founders felt the need to address an obvious and unaddressed issue: their products contained more sugar than coffee. They launched B Coffee in December 2020 in order to “democratize premium coffee” in the Philippines. The goal was to offer coffee capsule solutions at a fraction of the price of competitors, making high-quality coffee accessible to a broader audience.
Two extremes characterize the Philippine coffee market: cheap 3-in-1 coffee mixes and more expensive premium options that require significant investments in equipment and cafe visits. For example, B Coffee offers coffee machines at ₱3,899 and capsules at ₱269 for a box of 10. Another key factor is convenience, as customers can brew cafe-quality drinks at home in seconds using machines that are user-friendly and compatible with Nespresso capsules. To cater to a wide range of tastes, the company offers 100% Arabica coffee, syrups, and even single-origin capsules. Consumers can make cafe-style drinks like caramel macchiatos or americanos for just ₱30 per serving—a stark contrast to cafe beverages which cost between ₱100 and ₱200.
The growth plans for B Coffee are ambitious. To make capsules even more affordable, Guerrero outlines three key strategies: establishing a local manufacturing facility, launching a mass line of lower-priced coffee capsules and machines to attract millions of consumers that rely on 3-in-1 coffee, and expanding distribution channels through partnerships with hotels and offices as well as permanent kiosks in malls where consumers can try their products out.
The B Coffee brand has changed since the pandemic. From “Be Your Own Barista” to “Barista Coffee, Effortlessly,” B Coffee emphasizes convenience and quality. As a result of the pandemic, they have shifted from indulgence to practicality, which they believe will be a preference for consumers moving forward.
All that being said, there will always be challenges, and B Coffee is no exception. The coffee industry is competitive, from instant coffee giants to boutique coffee shops, but Guerrero is confident that his brand offers a unique value proposition that is not easily replicated, especially if they are able to set up their own manufacturing hub in the Philippines. This gives them a cost advantage while allowing for high quality offerings. It is this insight that drives the company’s commitment to innovation and continuous improvement. It also capitalizes on Filipino consumers’ willingness to pay slightly higher prices for higher quality and convenience.
Over the next 5 years, B Coffee plans to capture 1-2% of Filipino at-home coffee. Furthermore, B Coffee continues to promote local coffee and is aiming to expand into other Southeast Asia markets, positioning it as the Philippines’ Nespresso or Keurig. Along with introducing Filipino coffee capsules sourced from a variety of regions, B Coffee continues to promote local coffee culture around the country.
Beyond B Coffee’s brand, there is a movement. They aim to turn premium coffee into a staple for every Filipino home, something that has never been done before. According to Guerrero, they are undoubtedly a brand to watch for coffee lovers and curious consumers alike. “Our goal is to provide the market with the highest quality, most convenient coffee they deserve.”
It’s about time for B Coffee. Plans for decaf?