Cold brew is branded and marketed as an upscale iteration of iced coffee
Implications - Providing consumers seeking cold coffee options with another new set of options, coffee brands are marketing their packaged and out-of-home cold brew beverages as a more upscale, high-quality product. By putting the focus on the benefits of the brewing process, this shift puts the focus on craftsmanship.
Workshop Question - How could you leverage the craftmanship behind your product as a selling point?
Trend Themes
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Upscale Cold Brew Marketing — Coffee brands are marketing their packaged and out-of-home cold brew beverages as a more upscale, high-quality product.
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Innovative Cold Brew — Innovative products such as transparent cold-brew coffee and Licorice flavoured cold brews are being introduced to the market
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Nitro Cold Brew Expansion — Coffee chains like Costa Coffee are offering nitro cold brew coffees in-store.
Industry Implications
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Beverage Industry — Companies who deal in beverages may want to explore options to introduce cold brews into their product lines to appeal to more sophisticated coffee drinkers.
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Packaging Industry — Innovations in packaging that can provide cold brews with a longer shelf life and easy accessibility may be an area to look at.
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Hospitality Industry — Restaurants and cafes in the hospitality sector may want to consider introducing cold brews in-store, including nitro cold brews, to cater to the rising demand for specialty coffee.
