by Benjamin Knopp

Our story begins in 2008 when yours truly, the founder, came to the realization that China was about to experience a boom in coffee and that we were ideally positioned to contribute to that boom due to our historical roots in roasting coffee in Austria.

We found that the quality of the Austrian roasting tradition was ideally suited to the local palate, due to the coffees not being overly bitter not too acidic but harmonious and approachable.

Our origins are humble in that we started testing the market within Shanghai's cottage industry such as the Jiashan market outings, standing next to Amelia's and Ambrosia Dairy come rain and shine. Since then our wholesale list has grown to over three hundred satisfied clients with over ten thousand cups consumed each and every single day.

Today we are a fully-licensed, full-service coffee provider and roast our coffees on a massive 120kg Probat roaster imported from Germany. Our coffees get selected from the world's best and are stored in a temperature-controlled warehouse in Shanghai for the day that the magic happens

Throughout it all our guiding priciples have never changed. These are:

  • Roasting locally to bring out the best our coffees can offer
  • Selecting only high-quality 100% Arabica coffees 
  • Trust and respect for our partners, suppliers and customers
  • Creating products that we love and use ourselves
  • Focusing on the details of every aspect of our operation

We feel that our core purpose is to improve people's lives through great coffee.

That might sound high and mighty but coffee drinkers know that starting your day with a bad cup of coffee can set a terrible precedent for the whole day. A fragrant, sweet and freshly brewed cup of Java, however, can truly lighten up a dreary morning.

In 2014 we reached another milestone with the opening of our first café in Shanghai's Times Square on Huai Hai Lu 99.

What the future will hold no one knows but I hope that you join us in our exciting and delicious journey. Please get in touch if you have any questions or comments.











Coffee Promotion @APITA雅品嘉(金虹桥店)

by Jacqueline Zhu

V COFFEE is now available at Apita supermarket. We are now doing promotion there. We will have free coffee tasting this weekend, and get 15% off as well as a free coffee passport(original price 28RMB) with the purchase of 1 bag of any V Coffee's fresh roasted gourmet coffees.

我们V COFFEE产品在雅品嘉金虹桥店超市进行促销,本周末8月13日,14日最后2天,路过可以免费品尝我们新鲜的现磨咖啡。另外促销期间所有咖啡八五折优惠,每包咖啡赠送一本免费的咖啡护照(原价28元哦)

Coffee Time with Sarah Zhang @ V Coffee

by Jacqueline Zhu

In cooperation with TV producer Sarah Zhang we have made two educational videos on coffee. In Part 1 we introduce the process of roasting and blending coffee. Look for Part 2 coming soon.



Single Origin Coffee Are Back at Our Cafe我们咖啡店单品咖啡从新上线

by Jacqueline Zhu

Good news!Single origin coffee beans are available at our cafe again. We will have free coffee tasting at our cafe during this weekend. Please come and enjoy one of the best coffee in the town. Furthermore, we will offer all City'super members 10% off this weekend, including all fresh roasted coffees and beverages.

好消息!我们时代广场咖啡门店从本周开始继续售卖新鲜烘焙的单品咖啡豆!本周末25日,26日为CITYSUPER超生活的会员臻享日,所有超市会员全场享受9折优惠(包括咖啡豆和咖啡饮品), 另外我们的咖啡师每整点会现场制作单品手冲咖啡供大家免费品尝。喜欢单品咖啡的小伙伴不要错过啦!周末没有安排的咖啡爱好者可以去我们店里蹲点啦,一天时间就可以让你喝遍我们店里来自世界不同产区的精品单品咖啡哦!

Here are some really useful ways to use your old coffee grounds at home.

by Jacqueline Zhu


by Jacqueline Zhu

Specs used when talking about single origin coffees:

Variety: This refers to the type of coffee bean / tree. Many people know about the difference between Arabica and Robusta (we only use 100% Arabica coffee beans - that's the better one) but are not aware that there are varietal differences between types of Arabica, much as there is between wines. So, just like you can have Merlot or Cabernet Sauvignon with wine, with coffee you could have Bourbon, Typica, Caturra, Java, Blue Mountain, Yirgacheffe or Harar, or a mix of these. We believe it's just a matter of time until these names become more prevalent in marketing and people have their preferred type, again much like in wine. For a list of all varieties click here (Wikipedia - opens in new window)


Faults: Is the number of faulty beans within a sample of 300g and is of course better the lower it is. Coffees with few faulty beans are usually better tasting and always more expensive than coffee with lots of faulty beans. Faults may include undeveloped beans and beans partly eaten by birds among a dozen other reasons.


Size: The screen size of the beans ranges from 14 - 19. While there are significant differences between origin and type of coffee, in general it's the bigger the better (and more expensive). That said, a 19 screen bean is not necessarily better than a 16 screen one. Furthermore, some of the best coffees are very small, including many African varieties.


Processing: The way the coffee bean is processed and hulled has a big impact on the coffee’s flavor. If it's wet processed the result is more even, cleaner but also much worse for the environment. If it's dry processed the resulting flavor is more uneven but may also be more interesting; of course it may also be much worse as dry processed coffees are often quite irregular. For espresso blends some dry processed should be used as it will help with the crema formation.


Elevation: A high altitude has many advantages for coffee. In general, the higher the altitude the slower the beans grow, making them more dense and fuller of flavor. Drainage, weather and other factors at that height also positively affect the coffee. The higher the coffee is grown the more pronounces are its intrinsic flavors. An altitude of 1000 - 1500 metres is good, 1500 - 2000 metres is ideal.


Country: A no-brainer basically and the first (and only choice) for many who choose a single origin coffee. While there are definitely similarities in a country's coffee there are also, depending on the country, huge differences. So just like, for example, you might like a French or Italian wine in general, you may prefer Ethiopian or Indonesian coffee. But just as there is a huge difference between Tuscanny and Sicily, or Alsace and Bourgogne, there will also be a huge difference between Sulawesi and Mandheling (Indonesia) or Harrar and Yirgacheffe (Ethiopia).


Region: As mentioned above, region plays a large role in what the coffee tastes like.


Crop: Refers to the year of the crop. There are good years and bad years, years with large crops and years with small ones. Green coffee can be stored for several years without affecting the taste but in general the newer the coffee is the better.


Grade: Most countries have their own grading system and sometimes it's not very clear which is the best. Top quality washed Ethiopian can be grade 2, for example, while top quality dry-processed Ethiopian is Grade 4. Furthermore, some countries base their grades on size, Colombia Supremo (highest grade) are larger beans than Colombia Excelsio, but not necessarily better (though they often are). On the other hand, Indonesia bases their grading system on the defects in the cup, not the bean size.


Roast: An ideal roast brings out all the goodness of a particular coffee. Some coffee are fantastic with a light roast while others really shine with a dark roast. In general we try to roast coffees a bit less in order to maximize the terroir flavor (the specialty taste of whichever region it's from) of the coffee. Coffees that are roasted less dark have more acidity while darker roasts have a pronounced bittersweet flavor as more sugars have developed but the coffee has been burnt more. Also, the darker a coffee is roasted the more similar the taste to other coffees is and the less the subtle origin notes can be discovered.

V COFFEE Is Now Available @ Kate & Kimi

by Jacqueline Zhu

V COFFEE is now available for purchase through gourmet food site Kate & Kimi. Get 30% off when purchasing our fresh roasted coffee on their website:

我们V COFFEE产品在Kate & Kimi网站上线,现在在他们网站上订购我们新鲜烘焙的咖啡豆享受七折优惠:


Consumer Judge A Restaurant By The Quality of Their Coffee

by Jacqueline Zhu
77% of consumers say coffee makes the difference between a mediocre and exceptional dining experience. How does your coffee stack up?

50% off our coffees until Friday

by Jacqueline Zhu

Our new website is now launched! To celebrate get 50% off our coffees until Friday, April 15th. Just enter 88888888 (eight eights) during checkout. Valid once per customer.

我们的新网站正式上线。 从今天开始到周五,凡是在我们网上下单订购咖啡就可以享受5折优惠。请在结账时输入优惠码:88888888(8个8)。每个账号限用一次。

OR follow our wechat account(vcoffeesh)-SHOP-WEBSITE(mobile version)