RE-BRANDING KALACIRI AS ENREKANG COFFEE BRAND AS AN INTRODUCTION FOR MILLENNIAL AUDIENCE USING REVOLUTIONARY RE-BRANDING THEORY

Abstract

Enrekang, particularly the region of Kalaciri, has long been an underappreciated source of high-quality coffee beans, overshadowed by the more widely recognized Kalosi coffee. Despite its rich flavor profile and potential, Kalaciri coffee remains relatively unknown among mainstream coffee consumers. The lack of recognition for Kalaciri coffee poses a significant challenge to local farmers and producers, limiting its market reach and cultural value. As consumer preferences shift especially among millennials who seek authenticity, sustainability, and cultural resonance- Kalaciri coffee must evolve to remain relevant and competitive. This research explores a rebranding strategy aimed at redefining Kalaciri coffee's identity to appeal to a younger, millennial audience. The study involves qualitative analysis through interviews with local producers, surveys targeting millennial consumers, and a case study on brand redesign incorporating traditional values, eco-conscious packaging, and digital storytelling. The findings suggest that the rebranding of Kalaciri coffee successfully bridges tradition and innovation. By emphasizing cultural heritage, sustainable practices, and lifestyle-driven marketing, Kalaciri coffee transforms into more than a product-it becomes a cultural symbol and a movement. The revamped brand resonates strongly with millennial values, leading to increased awareness, engagement, and market interest.