To expand the market, Americans sell cold brew coffee like craft beer

In the past July, several American coffee giants have caught up with boutique cafes and launched the cold brew (cold-brewed coffee) product line. As a result, in addition to Starbucks, which launched cold iced coffee earlier, its biggest local competitor, donut brand Donuts, and veteran coffee chain Peet's saw business opportunities in this market segment on the one hand and entered the market on the other. Work together to promote and popularize it.

Cold brew is now the most popular category in the American coffee market, and more and more people are aware of this new option in addition to lattes, cappuccinos and American styles. It looks like it's going to be a good time for startups that started to focus on cold brew a few years ago. Previously, most of these companies' cold brew was not known, and they did everything they could to make it known to consumers and then consume it.

For example, Station Cold Brew in Toronto, Canada, has an old-fashioned popular science column on its website: What's cold brew? It is divided into three parts to explain what is cold brew coffee, Station Cold Brew's pursuit of quality, and why cold brew tastes better.

Recently, the one that has attracted the attention of locals in Los Angeles is Cold Bruja, a startup that also does only cold brew. It took a black, gold-patterned retail car to the streets of Los Angeles to warm up its soon-to-be-opened sunbaked streets store, but it is also as common as selling hot dogs and hamburgers, the cold brew--, which takes hours to make and ranks cold in coffee.

"Cold brew is nothing new to us. We have been in this market for a year." Wilkinson, co-founder of Cold Bruja, said, "but in the past, when we did events or attended the Los Angeles Food Festival, we had to constantly explain to consumers what cold brew is."

To this end, Wilkinson packaged Cold Bruja's products in the shape of beer, with a package of six bottles. Unless you read the notes on the sign carefully, you will be mistaken for a bottle of craft beer with a sense of design.

According to Wilkinson, things that need to be fermented for a long time, such as beer, cold brew and even kimchi, can be connected to each other, which can be used to make it easier for the public to understand cold brew.

Of course, as said at the beginning, under the operation of large companies, cold brew is being popularized, and the understanding of cold brew will soon spread. At that time, Cold Bruja can work less hard, of course, it can still keep the beer look and retail car, but at that time it will be more of a design attempt.