Maeil Dairies Unveils Complete Renewal of Barista Rules, Redefining the Standard for Cup Coffee

Complete Renewal from BI and Packaging to Flavor and Lineup
Maximizing Taste and Aroma with Patented "Aroma Reserve Tech"

Maeil Dairies announced on July 9 that its flagship RTD (Ready-To-Drink) coffee brand, Barista Rules, will undergo the largest-scale renewal since its launch.

The company stated that it will go beyond a simple design change to completely overhaul the brand philosophy, core flavor technology, and product lineup, aiming to offer an "evolved coffee experience." The essence of this renewal is encapsulated in the slogan "Better, Bolder," which highlights both improved quality and bold evolution. Maeil Dairies expressed its ambition to clarify its identity as a specialty coffee brand and to confidently showcase its position as a leading player in the premium RTD coffee market.

The most notable changes are in the BI (Brand Identity) and package design. The new BI visually emphasizes "Barista," representing expertise in the brand name "Barista Rules," while "Rules," signifying brand principles, is rendered in an emotive cursive script to enhance both readability and appeal. The back of the package features the brand slogan, a detailed explanation of the patented "Aroma Reserve Tech," and comprehensive tasting notes for each flavor.

The core of this renewal is undoubtedly the taste. Maeil Dairies has applied its patented coffee extraction technology, "Aroma Reserve Tech," to all products. This technology preserves the delicate aromas that are often lost during coffee extraction, delivering the original deep and rich flavor of the beans in every sip. As a result, consumers can experience a more intense aroma and taste from the moment they open the lid to the last drop.

The product lineup has also been extensively revamped to reflect the increasingly segmented preferences of consumers. In the 250ml cup lineup, the "Lower Sugar" product has further reduced its sugar content from 30% to 35% below the average for liquid coffee, actively responding to health trends. For the 325ml cup lineup, the types of blending beans that determine the flavor have been changed, and product names have been made more intuitive to strengthen each product's individuality. Notably, the "Decaffeinated Espresso Latte" has switched its extraction method from flannel drip (water grinding) to espresso extraction, delivering a rich coffee flavor without the caffeine.

The sugar-free lineup has also been strengthened. The previous "Lactose-Free Espresso Latte" and "Sugar-Free Drip Latte" in the 325ml cup range have been replaced with "Espresso Latte Sugar-Free" and "Vanilla Bean Latte Sugar-Free," which apply the sugar-free concept to Barista Rules' popular flavors. The large-capacity PET lineup is now divided into "Grande" (475ml) and "One Day" (350ml) options. The "Grande" line features premium single-origin bean blends for a deep flavor, while the "One Day" line consists of label-free, low-sugar, and low-calorie products.