The ready-to-drink coffee brand of China Resources Group adopts a unique direct fire roasting process to fully release the original aroma of coffee and provide consumers with high-quality coffee with strong aroma

FIRE Direct Roast Coffee is a strategic product of China Resources Beverage, which was officially launched in China in 2004, bringing the concept of direct roasting originated from Japan to China. In 2013, in order to realize the localization of the brand, "FIRE" was adjusted to "Fire Coffee". "Fire Coffee" insists on providing consumers with high-quality coffee with a strong aroma, using selected coffee beans as raw materials, roasting directly with fire, fully releasing the original aroma of coffee, and having a wild taste brought by fire. The brand logo of "Fire Coffee" is a unique flame, which refers to the direct fire baking process of "Fire Coffee".

The secret to the more mellow taste of FIRE direct fire roast coffee is the unique direct fire roasting process. After each bean is selected, it goes through two special roasting processes. The first is hot air roasting, the soft hot air will carry out a slow and deep roast of the coffee beans, so that the original aroma of the coffee beans is gradually released; The second step is direct roasting, where the beans are in direct contact with a precisely controlled flame, ensuring that the rich aromas of the beans are fully extracted.