Brazilians are increasingly taking to the art of drinking specialty coffees. In the next few years, specialty coffees are predicted to grow from 5% to 15% of all coffee consumed in Brazil. Targeting these consumers, the Octavio specialty coffees firm selected a high-end area of the city of Sao Paulo to open the brand’s first cafeteria on Avenida Faria Lima. Opening new stores is the next step to establish the Octavio brand as a synonym for specialty coffees.