It can be said that in recent years, cold brew coffee has quickly made its way into mainstream.
Cold brew has a smoother chocolate coffee flavor as opposed to other versions of coffee. The reason behind this is the fact that more coffee grounds are used and the steep time can be quite long and delicate since instead of hot water, room temperature or cold water is used for this process.
This bitterless beverage has in turn carved itself a path to reach consumers directly through grocery stores in made-to-go bottles, as well as being incorporated as a drink menu item in coffee shops and some emerging restaurant brands, alike.
Cold brew is actually experiencing a 2.4 percentage increase in integration on the Top 150 Emerging Brands. However, when it comes to the integration of cold brew on independent restaurant menus, the drink is actually experiencing a 23.4 decrease year over year when 5,000 concepts were analyzed by Foodable Labs.
This could be a reason why cold brew has been declining in consumer sentiment in the past twelve months. Its score has dropped a whopping 16.2 points from a high 87.4 to a low 71.2 out of 100 points total.
One wouldn’t think this was the case from looking at the new products brands like Jameson and Apothic have been launching.
The brand known for its triple-distilled, Irish whiskey decided to try its luck with a bottled version of the Irish coffee cocktail using cold brew from Fairtrade Arabica beans. The cocktail features “intense coffee bean aromatics combined with vanilla nuttiness of Jameson,” according the brand’s website.
As Foodable has reported in the past, Apothic Brew released in April of this year a red blend wine infused with cold brew. The winemaker, Debbie Juergenson, “realized that many of the characteristics in cold brew coffee and red wine naturally complement each other.” The result? A balanced red wine with a red fruit, mocha, and oak flavor.
Despite the lower consumer sentiment score, social discussion over the topic has actually been up 3.1 percent in the past year. This could be due to the integration of the beverage into established beverage brand products.
So, what exactly is motivating brands to jump outside of their comfort zones and explore new innovative ways to spice up their offerings with flavors like those from cold brew?
What’s for sure is that there’s a growing appreciation for the beverage as Americans continue to learn more about the sourcing and creation process of coffee.
To learn about how popular cold brew coffee brands are ranked by consumer sentiment and who is the leading the demographic consuming it, watch the Industry Pulse video above!