Super Bowl Ads Reveal Surge In Interest For At-Home Cold Brew – CoffeeTalk

At the Super Bowl, Danone SA’s commercial featured Channing Tatum tossing a large bottle of STōK Cold Brew Coffee to British soccer players, while Nestlé SA’s showcased a game watcher at home consuming a Coffee-Mate product specifically designed for cold drinks. This highlights a deeper shift in the coffee industry: consumers are choosing cold over hot coffee and starting to drink it at home instead of just at cafes. Starbucks Corp. already sells more than 70% of all the drinks sold as cold, with consumption being fueled by Gen Z. Now, a wider lineup of multi-serving bottles and cold coffee machines have made it easier than ever to make a drink at home.

Starbucks founder Howard Schultz is investing in Cumulus Coffee, a company started by a former Starbucks executive that has recently launched a $700 machine to make cold brew at home. Cold brews are often less acidic, richer, and sometimes have a chocolatey coffee taste, making them a good entry point for people just starting to get hooked on caffeine. They also pack a stronger caffeine jolt, making them more attractive to many drinkers.

For years, cold brews were more troublesome to make, often requiring at least 12 hours of brewing and greater attention to factors like how the coffee used to make the beverages was ground. As a result, the market was restricted to mostly coffee shops. However, a wave of innovation now means the beverages can be purchased in bottles and cans. With a Cumulus machine that sucks nitrogen out of its surroundings, consumers can create their own foamy, nitro cold brew from the comfort of their homes.

A recent survey by the National Coffee Association revealed that 18% of respondents had consumed ready-to-drink coffee in a bottle or can the previous day, more than double the levels seen in the prior four years. That made the category, which includes cold drinks, the third most popular way of drinking coffee at home surprisingly overtaking espresso machines. Sales of ready-to-drink coffee topped $1 billion in the past year, up more than 80% from 2021, according to data from consumer researcher NIQ. Multi-serve bottles such as Danone’s STōK Cold Brew Coffee also allow for more customization, as consumers can add water, milk, or other flavored syrups and creamers to make lattes and martinis at home.

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