STiR coffee and tea 31
Further, the study indicated 15% of
coffee drinkers ages 18 to 24 had a cold
brew in the past week. Those 25 to 39
scored even higher at 17%. All other age
segments showed double digit percent-
ages except those 60+ years of age (4%).
"Cold brew coffee has exploded in
popularity in recent years," NCA stated
in a draft version of its industry guide-
lines dated April 30. "Consumers view it
as a premium product, which offers both
convenience and quality. Many busi-
nesses are considering cold brew as a po-
tential revenue stream worth exploring,
while others have already enthusiastically
entered the market."
The trend is also evident across the coffee industry. A week doesn't go by without
corporate announcements. 7-Eleven convenience stores added cold-brewed coffee in
June. Starbucks added "cold foam cascara cold brew" in April, served as nitro coffee
in some locations.
And, of course, the coffee behemoths are in the game. JAB Holding Company
investment firm took the first step in 2015 when its Peet's Coffee & Tea division
acquired Stumptown Coffee Roasters in Portland, Ore. Stumptown in 2010 was one
of the first to make large-batch cold brew 10 pounds at a time. The first of its now-
famous stubbies was delivered in March 2011.
Nestlé USA acquired California's Blue Bottle Coffee in September 2017 and Texas-
based Chameleon Cold-Brew, the largest of the US cold brewers, two months later.
Chameleon and Stumptown continue to be the retail leaders in the United States.
Steeping ground roast by the bucket
Stumptown Coffee
Roaster's stubbie bottle
is a marketing icon,
superbly communicating
the "craft brew"
characteristics of cold
brew coffee
Photo
courtesy
Royal
Cup
Coffee
and
Tea
Photo
courtesy
Royal
Cup
Coffee
and
Tea
