The cult of cold brew inspires a range of innovative hybrid refreshments
Trend - As cold brew coffee continues to dominate as a travel-friendly favorite for coffee aficionados, many brands are developing unique hybrid refreshment experiences of which cold brew coffee serves as a base.
Insight - Today's consumer is influenced by things like "experimentation" and the aesthetically-driven popularity of social media trends, particularly as it relates to industries like food and beverage. These individuals seek out unique product experiences that make them feel more exclusive in their tastes.
Insight - Today's consumer is influenced by things like "experimentation" and the aesthetically-driven popularity of social media trends, particularly as it relates to industries like food and beverage. These individuals seek out unique product experiences that make them feel more exclusive in their tastes.
Workshop Question - What dominant food or beverage product can you look to in order to create a unique hybrid refreshment experience?
Trend Themes
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Hybrid Refreshments — Cold brew coffee serves as the base for unique hybrid drinks, with other ingredients and flavors being added to create a distinctive experience.
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Caffeinated Desserts — Cold brew coffee is also being incorporated into desserts, from milkshakes to gummy bears, to provide a sweet, indulgent treat that also provides a caffeine boost.
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Coffee-based Alcohol — Cold brew coffee is being infused into vodka to create a unique, coffee-flavored spirit that caters to coffee lovers who also enjoy a refreshing drink.
Industry Implications
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Food and Beverage — The experimentation and aesthetically-driven popularity of social media trends are particularly relevant in the food and beverage industry, where consumers seek unique product experiences.
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Coffee Culture — The trend toward cold brew coffee and its popularity among coffee aficionados has inspired a range of innovative new products that cater to this demographic.
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Alcohol and Spirits — Cold brew coffee is being infused into vodka, creating a unique flavor for a classic spirit and providing a new product opportunity for the alcohol industry.
