# Bottled Cold-Brew Espressos 'Dare Iced Coffee' Embraces Awkward Moments and Inconveniences By Joey Haar | Published 2018-02-26 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/dare-iced-coffee References: [dareicedcoffee.au](http://www.dareicedcoffee.com.au/) Coffee culture often presents the beverage as a matter of high taste and experienced palates, but Dare Iced Coffee is looking to make the world of coffee drinking a little more similar to consumers' everyday lives. The company, which sells cold-brewed and iced espresso drinks in bottles, embraces a brand identity that commiserates with the awkward moments and self-inflicted conveniences that everyone experiences. Dare Iced Coffee's beverages are all espresso-based. The company recently released two new cold-pressed options, a latte and strong latte, and it has a lineup of [iced coffees](https://www.trendhunter.com/trends/coffee-palmer) as well, including flavored lattes, espressos, and a mocha beverage. The company employs relatable taglines with its drinks, like "Set your alarm for 6PM instead of 6AM? ...A Dare Fix'll Fix It!" or "Said 'love you' before hanging up on your boss? A Dare Fix'll Fix It!" ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 36% | Activity: 15% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Everyday Coffee:** Disruptive innovation opportunity: Develop coffee products that cater to consumers' everyday lives and relatable experiences. - **Cold-brewed Beverages:** Disruptive innovation opportunity: Create new cold-pressed and iced coffee options that offer unique flavors and variety. - **Relatable Brand Identity:** Disruptive innovation opportunity: Build a brand identity that empathizes with consumers' awkward moments and inconveniences, creating a stronger connection. ### Where This Applies - **Beverage:** Disruptive innovation opportunity: Introduce innovative packaging and flavors to the coffee beverage industry. - **Food and Beverage Retail:** Disruptive innovation opportunity: Develop ready-to-drink coffee products that align with consumers' everyday lives and provide convenience. - **Marketing and Advertising:** Disruptive innovation opportunity: Create marketing campaigns that connect with consumers through relatable and empathetic messaging. ## Related on Trend Hunter - [Espresso-Based Cold Brews](https://www.trendhunter.com/trends/espresso-blend-cold-brew.md) - [Canned Nitro-Infused Cold Coffees](https://www.trendhunter.com/trends/nitroinfused-cold-coffee.md) - [Premium Cold Brew Cans](https://www.trendhunter.com/trends/premium-cold-brew.md) - [Concentrated Cold Coffee Espressos](https://www.trendhunter.com/trends/nescaf-espresso-concentrate.md) - [Clean-Label Canned Lattes](https://www.trendhunter.com/trends/premium-canned-lattes.md) - [Optimized Iced Coffee Blends](https://www.trendhunter.com/trends/death-wish-coffee-ice-breaker.md) - [Espresso-Style Iced Coffees](https://www.trendhunter.com/trends/rtd-iced-coffee-drinks.md) - [Haunting Cold Brew Coffees](https://www.trendhunter.com/trends/grim-reaper-coffee-company.md) - [Indulgent Coffee Drinks](https://www.trendhunter.com/trends/arctic-frappe.md)