In response to the popularity of cold-brewed coffee among Millennial and Gen Z coffee-drinkers, 7-Eleven is introducing its own version of the chilled drink. The company’s new proprietary Cold Brew Iced Coffee is slow steeped and chilled for peak smoothness and flavor, 7-Eleven says.
For a limited time, the new iced coffee drink will cost 99 cents for a 16-oz. cup. The regular SRP will be $1.69.
Cold brewing is the process of brewing a beverage using room temperature or cold water. The process takes anywhere from 12-24 hours to reach the optimal brew strength. Since the coffee is made without heat, cold brew creates a lower acidity level in the beverage for a smoother, naturally sweet taste.
“Because of the long steeping process and different grind size of the coffee beans, cold brew almost has a craft appeal with a smoother, richer flavor,” said Jacob Barnes, 7-Eleven senior category manager for cold beverages. “For Millennials and Gen Z-ers, it’s a modern-day soda or milkshake.”
While 7-Eleven’s Cold Brew Iced Coffee is smoother and sweeter than fresh-brewed hot and iced coffees, some customers may still choose to customize their cold brew beverages. As with all its coffee drinks, customers can make it their own with their choice of creamers, sweeteners, toppings and syrups.
A 2017 study showed that cold-brew coffee is one of the fastest-growing beverage categories in foodservice. In 2017, sales of cold brew coffee were up 80 percent over the previous year. The new brew is especially popular with younger coffee-drinkers. More than 50 percent of Millennials today say they like or love cold brew iced coffee.
Not surprisingly, cold brew iced coffee is especially popular in the summer months when hot coffee sales slow.
“Hot coffee is primarily a morning, on-your-way-to-work drink,” Barnes said. “Some people do choose cold over hot in the mornings, but many enjoy drinking iced coffee much more casually and leisurely than they do hot coffee—later in the day and on weekends. 7-Eleven stores are a beverage destination for millions, and we do that by watching trends and offering the drinks customers want, whenever they want.”
Earlier this year, 7-Eleven introduced two other private brand beverages that are prepared cold—7-Select PuriTea organic, cold-brewed iced teas and 7-Select GO!Smart organic, cold-pressed juices.
7-Select PuriTea is available in five flavors, three made with organic black tea leaves and two made with organic green leaf tea. Black tea flavors are unsweetened, sweetened and blackberry agave; green tea flavors are mango and honey.
The 7-Select GO!Smart juices come in four varieties: Clean & Green, Tropical Glow, Berry & Bright and Restoration Red. Each variety is USDA-certified organic and made from whole fruits and vegetables. The cold-brewed teas and cold-pressed juices are sold chilled in the refrigerated section.
“With health and wellness at the forefront of consumers’ minds, customers looking for healthier choices have lots of options at 7-Eleven stores,” Barnes said.