☕ The Birth of a Vision (2018)

The story of Caffino begins in 2018 with the establishment of its parent company, PT Sumber Kopi Prima . The company was founded on a simple yet powerful belief: that everyone should be able to enjoy a truly satisfying cup of coffee whenever they want, not just when they have time to visit a café . This vision was about more than just caffeine; it was about elevating the everyday coffee experience .

The founders noticed a growing trend: café culture was becoming an integral part of urban lifestyles in Indonesia . However, busy schedules often made it difficult for people to carve out time for that cherished café visit. The central question became, "How can we bring the café experience home?" .

✨ A "Café-Style" Revolution in a Sachet (2019)

The answer to that question arrived on July 9, 2019, with the official launch of the Caffino brand . Caffino wasn't just another instant coffee; it was positioned as the "next level instant coffee" . Its mission was audacious: to deliver the complete sensory experience of drinking coffee at a café—the appearance, the quality, and the taste—in a convenient sachet form .

The brand's promise rested on three key pillars that set it apart in the market:

• Authentic Ingredients: Caffino proudly claimed to be the first 3-in-1 instant coffee in Indonesia made with real coffee and real milk . This was a significant point of differentiation, moving away from artificial creamers and flavorings.

• The Signature Foam: The use of real milk wasn't just for taste; it was crucial for creating the brand's signature thick, creamy foam . When you brewed a cup of Caffino at home, you'd see a layer of foam on top, just like the lattes served in your favorite coffee shop .

• Premium Experience: From the elegant, café-inspired packaging to the carefully crafted recipes, every detail was designed to make the consumer feel like they were treating themselves to something special, even in their own kitchen .

The brand's debut was bolstered by a major promotional push at the Jakarta Fair, where they distributed over 1.15 million free cups of Caffino to eager attendees .

📈 Growth, Innovation, and a New Concept

To lead this charge, PT Sumber Kopi Prima appointed Ihsan Mulia Putri as its CEO, who became a key figure in articulating the brand's vision . The company also demonstrated its marketing savvy by selecting popular Indonesian actor and singer Iqbaal Ramadhan as its first brand ambassador, citing his idealistic and authentic character as a perfect match for the brand's identity .

The initial product lineup featured three modern flavors:

• Kopi Latte Classic: A strong and pure coffee latte experience.

• Kopi Latte Mocca: A classic blend of coffee and chocolate.

• Kopi Latte Choco Hazelnut: A unique and sweet combination that made Caffino the first brand to introduce this flavor to the Indonesian instant coffee market .

In a further effort to connect with coffee lovers, Caffino introduced the innovative concept of "Baristan" —a portmanteau of "Barista" and "Instan" (Indonesian for instant) . The idea was to empower anyone to become their own "instant coffee barista" at home. According to CEO Ihsan Mulia Putri, "Baristan is the spirit we spread to all coffee lovers in Indonesia. Anyone can and definitely can make a cup of instant coffee drink that's as delicious as coffee in a café" . This concept was a brilliant way to make consumers feel skilled and involved in creating their premium coffee experience.

🏢 The Power Behind the Brand: Djarum Group

A significant part of Caffino's story is the strong corporate backing that enabled its rapid rise. PT Sumber Kopi Prima is a subsidiary of the Djarum Group, one of Indonesia's largest and most successful conglomerates . This connection provided Caffino with substantial resources, expertise, and access to wide distribution networks from the very beginning.

To meet demand, the company operates two production facilities located in Kudus, Central Java, and Mojokerto, East Java . This infrastructure ensures that millions of Indonesians can enjoy that "café-style" cup of coffee, one sachet at a time.

From a royal kitchen in London to a modern, innovative FMCG company in Indonesia, Caffino's story is a testament to the power of a simple idea, executed with passion and precision. It's a story still being written, one thick-foamed cup at a time.