How does cold coffee, which is favored by Starbucks, change the coffee business?

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The summer season is crucial for any company that has anything to do with drinks. Gregorys Coffee, a cafe in New York, has been monitoring temperature changes since May, gradually changing menus. Usually 75% of the coffee in this shop is hot and 25% is cold. By the hottest July and August, this figure will be completely changed.

As most of the cold coffee in Gregorys Coffee is cold brewed (cold extracted coffee), it takes 12 hours to brew and is extracted and filtered by professional equipment, which can not be speeded up at all. So in order to ensure an adequate supply, Gregorys Coffee is very careful when changing menus and preparing to brew cold coffee.

Compared with traditional hot extraction coffee, cold extraction coffee has two most prominent characteristics: low temperature and long time extraction. Hot coffee extraction coffee is generally less than 5 minutes, the fastest only 18-23 seconds. Cold coffee, which takes at least 12 hours, tastes better and even sweeter.

Cold coffee has gone from niche to popular.

The demand for cold extract coffee in the United States is increasing year by year. It is no exaggeration to say that if you are a coffee shop operator, you must consider introducing cold extract coffee. Cold coffee used to be popular only in New Orleans in the southern United States. About 10 years ago, improved by Blue Bottle Coffee and Stumptown Coffee Roasters, cold coffee began to spread from the south to the whole country, but it is still a niche market.

In 2015, some Starbucks chains in the United States launched cold extract coffee. Detonated the social network, began to enter the attention of more people. Several American coffee chains, following in the footsteps of Starbucks, launched a cold-extracted coffee product line, popularizing cold-extracted coffee to Europe and Asia. Starbucks stores in China also launched this high-pressure drink this year.

Nowadays, you can see cold coffee almost anywhere in the United States, such as more than 13000 Starbucks in the United States, old coffee chain Peet's, and even Dunkin' Donuts, which sells doughnuts. More and more Americans are aware of this new option in addition to lattes, cappuccinos and American styles. With the help of Starbucks'"publicity", this niche market has grown rapidly and has now become a coffee category with mass market appeal.

Due to the adoption of cold extraction, cold extraction coffee has fewer impurities than traditional coffee, cold extraction coffee is healthier, and its acidity is greatly reduced, so it is suitable for consumers who are not very good in stomach and stomach and are addicted to coffee. In addition, cold coffee has slightly lower caffeine, which may reduce the incidence of insomnia at night.

Slow workers can make fine cold coffee, which has changed the coffee business.

Slow workers can make fine cold-extracted coffee, which has changed the coffee business. In the past, coffee sales in summer were not ideal, far inferior to Christmas, Easter and other holidays. However, after the emergence of cold-extracted coffee, the situation changed. Cold coffee has not only boosted summer sales in coffee shops, but also helped them attract millennials with unique tastes.

The head of Gregorys Coffee says its coffee chain can sell 10000 servings of cold coffee a day during the summer rush. The founder of Blue Bottle Coffee described Cold Coffee as the coffee version, "she has it and I want it". Cold extract coffee, a niche product, coupled with the assistance of social media, has stimulated the desire of young consumers to buy.

With the rise of cold coffee, shops that specialize in cold coffee are becoming more and more popular, and their mode of operation and supply chain are different from those of traditional coffee shops. Due to the long extraction time, cafes try their best to avoid that the extraction time can never keep up with the rate of sale.

The founder of Ruby Coffee Roasters, who specializes in cold-extracted coffee, has developed a strict cold-brewing plan, which refines each step to days, hours and minutes. For example, coffee beans need to be placed for 21-28 days to bake; it takes a large spoon to stir the coffee grounds in the water and the stirring time is 5 minutes.

For them, they must make full use of every minute so that there is no gap in the supply chain and avoid a situation where supply falls short of demand. Ruby Coffee Roasters even allows customers to get a delicious cup of cold coffee in 10 seconds. Last year, Ruby Coffee had the best performance in the Miami area.

The category of cold extract coffee is also changing, from "upgrading" in stores to canned and bottled ready-to-drink products, opening up new categories of ready-to-drink drinks at high prices. As of May, 250 Target department stores in the southern United States were selling bottled cold coffee. Joyride Coffee, a wholesaler that supplies coffee to big companies in Boston, Los Angeles, New York and San Francisco, is also offering buckets of cold-extracted coffee for companies to choose from.

Cold coffee has changed the relationship between coffee and milk, thus creating more business opportunities. Thermal extraction will bring out the sour taste of coffee, so when milk is added, it is always a little strange. The cold coffee will be perfectly combined with milk, the taste of milk is full and silky. With this feature, baristas and pastry chefs, inspired by their thinking, launched cold-extracted coffee ice cream, cold-extracted coffee cake and cold-extracted coffee bread.

With no sour taste as the selling point, and created a lot of innovative cold coffee, in fact, it is not very recognized in the coffee industry, more like a "layman's self-High". The "acidity" of coffee makes coffee great. The best coffee beans in the world are produced at high elevations and are given higher prices because of their complex acidity. Cold coffee is actually giving up one of the definitions of great coffee.