根據報導，瑞士食品巨頭雀巢（Nestlé）正考慮出售旗下知名精品咖啡連鎖品牌藍瓶咖啡（Blue Bottle Coffee），預計估值可能低於7億美元。此舉旨在精簡雀巢的業務組合，並退出實體零售店的經營。知情人士透露，雀巢正與投資銀行摩根士丹利合作，評估藍瓶咖啡的各種選項，包括潛在出售。此舉是新任首席執行官菲力浦·納弗拉蒂爾（Philipp Navratil）推動的一項更廣泛的戰略評估的一部分，也反映出整個咖啡和零售行業的趨勢，即企業正傾向專注於核心業務並減少實體運營的負擔。

藍瓶咖啡創立於2002年，起源於美國奧克蘭，由前單簧管演奏家詹姆斯·弗裡曼創辦。品牌以精品手工咖啡聞名，專注於單一產地咖啡，並以精緻的沖調工藝和嚴謹的流程著稱，因此被業界譽為精品咖啡的“教科書”，甚至被稱為咖啡界的“Apple”。2017年，雀巢以約5億美元收購藍瓶咖啡68%的股權，隨後完成全資收購，使其正式成為雀巢旗下品牌。消息稱，此次出售的估值可能低於7億美元，但雀巢可能保留品牌知識產權，繼續銷售相關產品。

藍瓶咖啡的名稱源自1683年維也納的第一家咖啡館“The Blue Bottle Coffee House”。截至目前，品牌在全球已開設超過100家門店，覆蓋美國、韓國、日本、中國等地。2022年，藍瓶咖啡進入中國內地市場，首店於上海靜安區於2月23日開業。三年間，品牌已在上海、深圳、杭州三座城市佈局15家門店。值得注意的是，藍瓶咖啡在杭州的首店於2025年11月24日正式開業，選址杭州萬象城，為品牌在中國內地的第15家門店。店鋪設計延續了藍瓶一貫的高級簡約風格，靈感來源於江南傳統院落，融合現代美學，展現“步移景異、一景一景”的設計理念，使消費者在空間中體驗層層變化的視覺和文化感受。

整體而言，雀巢此次考慮出售藍瓶咖啡，既是對非核心零售業務的調整，也反映精品咖啡市場的競爭與企業資源重整的趨勢。藍瓶咖啡在全球及中國內地的持續拓展，使其品牌影響力不斷提升，而此次出售可能對其未來經營方向和策略產生深遠影響。

Swiss food giant Nestlé is reportedly considering the sale of its renowned specialty coffee chain, Blue Bottle Coffee, with an estimated valuation potentially below $700 million. The move aims to streamline Nestlé’s business portfolio and exit the operation of physical retail stores. Sources familiar with the matter revealed that Nestlé is working with investment bank Morgan Stanley to evaluate various options for Blue Bottle Coffee, including a potential sale. This initiative is part of a broader strategic review led by Nestlé’s new CEO, Philipp Navratil, and reflects a wider trend in the coffee and retail industry, where companies are increasingly focusing on core businesses while reducing the burden of physical operations.

Blue Bottle Coffee was founded in 2002 in Oakland, California, by former clarinetist James Freeman. The brand is known for its artisanal specialty coffee, focusing on single-origin beans and meticulous brewing techniques, earning it the reputation of being a “textbook” in the specialty coffee industry and often referred to as the “Apple” of coffee. In 2017, Nestlé acquired a 68% stake in Blue Bottle Coffee for approximately $500 million, later completing a full acquisition to make it a wholly owned Nestlé brand. Sources indicate that the expected valuation for this potential sale is below $700 million, though Nestlé may retain the brand’s intellectual property to continue selling related products.

The name “Blue Bottle Coffee” originates from the first coffee house in Vienna in 1683, known as The Blue Bottle Coffee House. To date, the brand has opened over 100 stores globally, covering the United States, South Korea, Japan, and China. Blue Bottle Coffee entered the Chinese mainland market in 2022, opening its first store in Shanghai’s Jing’an District on February 23. Over the past three years, the brand has expanded to 15 stores across Shanghai, Shenzhen, and Hangzhou.

Notably, Blue Bottle Coffee opened its first store in Hangzhou on November 24, 2025, located in Hangzhou MixC, marking the brand’s 15th store in mainland China. The store’s design continues Blue Bottle’s signature high-end minimalist style, inspired by traditional Jiangnan courtyards while incorporating modern aesthetics, embodying the concept of “changing scenery with each step,” allowing visitors to experience layered visual and cultural elements as they move through the space.

Overall, Nestlé’s consideration to sell Blue Bottle Coffee reflects both an adjustment of non-core retail operations and a broader trend of resource reallocation within the specialty coffee market. Blue Bottle Coffee’s ongoing expansion globally and in mainland China has steadily increased its brand influence, and this potential sale could have significant implications for its future business strategy and direction.