Greg Savarese - Sino Taste

In this episode of the Radical Global Marketing Podcast, we sit down with Greg Savarese, founder and CEO of Sino Taste, a comprehensive food and beverage investment group shaping the future of coffee in China.

Greg shares his remarkable 20-year journey in China, from co-founding a fast-casual restaurant group to pivoting back to his first passion: coffee. Today, Sino Taste operates across the entire coffee value chain, from sourcing and roasting to retail and wholesale, with bold plans to integrate even further by launching their own coffee farm in Yunnan.

We explore how Greg balances his roles in strategy, business development, and marketing, and why brand storytelling is critical in China’s fast-evolving coffee scene. From premium positioning with Ocean Grounds to expanding into traditional and instant coffee segments, Sino Taste’s portfolio is designed to capture the diversity of Chinese coffee consumers.

Greg also reflects on:

• The opportunities and challenges of building a vertically integrated F&B business in China
• How China’s unique food culture shapes consumer expectations
• Why coffee in China is still in its early growth stage, and why the next few years will be critical
• The role of marketing and storytelling in driving both B2C and B2B growth

Whether you’re a marketer, entrepreneur, or coffee lover, this episode offers fascinating insights into building a modern brand in one of the world’s most dynamic markets.