Rogue's newest IPA introduces a cold brew beer that blends two favorite consumer flavors—coffee and beer. The Cold Brew IPA boasts a combination of Rogue Farms hops, plus Stumptown Coffee Roasters’ Cold Brew Coffee to form a unique hybrid beverage. In terms of taste, the beverage is said to be both hoppy, with bright, citrus and crisp notes from the coffee.
As well as being available on draft and in bottles, the Cold Brew IPA is packaged into 12-ounce cans. As Rogue President Brett Joyce puts it: "We turned two of our favorite things into one and then canned it so we can take it with us when we do our favorite things."
This new alcoholic offering from Rogue touches on a number of of-the-moment consumer interests, including beer culture, ready-to-drink cold brew beverages and drink hybrids.
Cold Brew Beers
Rogue’s Cold Brew IPA is Brewed for 12 Hours and Double Filtered
Trend Themes
1. Cold Brew Beers - The trend of combining coffee and beer is a disruptive innovation opportunity for breweries and beverage companies to appeal to a wider range of consumers.
2. Drink Hybrids - The trend of mixing different types of drinks together (coffee and beer in this case) provides an opportunity for beverage companies to create unique and innovative flavors that capture the attention of consumers.
3. Ready-to-drink Beverages - The trend of ready-to-drink cold brews represents a disruptive innovation opportunity for companies to tap into the convenience-focused consumer mindset, offering an on-the-go beverage that combines the flavors of two popular drinks.
Industry Implications
1. Breweries - Breweries that are open to experimenting and creating unique brews, such as this Cold Brew IPA, benefit from the trend of mixing different flavors to create a more diverse product offering.
2. Coffee Roasters - Coffee roasters can take advantage of the trend of ready-to-drink cold brews by partnering with breweries to create hybrid drinks that will appeal to both coffee and beer lovers.
3. Beverage Companies - The trend of combining different drink flavors to create a hybrid beverage represents a disruptive innovation opportunity for beverage companies to capture market share and offer unique and inventive products to consumers.