A new take on cold brew coffee has hit shelves in select markets. La Colombe Hard Cold Brew Coffee, a partnership between MillerCoors LLC and La Colombe Coffee Roasters, is a ready-to-drink cold brew with 4.2 percent ABV. The new beverage will be made available for purchase in September in the following markets: Boston, Massachusetts; Tampa, Ft. Myers and Treasure Coast, Florida; and Denver, Colorado.
“We’re thrilled to team up with La Colombe on this exciting launch. They bring deep expertise in the category and their focus on quality sourcing, roasting and innovation made them the perfect partner,” says Sofia Colucci, VP of innovation at MillerCoors. “Millennials are constantly looking for new products to complement their active, busy lives. La Colombe Hard Cold Brew Coffee does exactly that.”
La Colombe Hard Cold Brew Coffee is made from medium-roasted Colombian and Brazilian cold brew coffee, alcohol, cane sugar and natural flavor (for Vanilla). It is available in two distinct flavors in 4-pack 9-oz. cans or single serve 9-oz. cans.
- Black: a cold brew coffee with a balance of sweetness and bitterness highlighted by notes of baker’s cocoa.
- Vanilla: a cold brew coffee accented by vanilla bean and dark chocolate notes. It has a hint of vanilla sweetness that balances the dark, roasted flavors from the coffee beans.
Coffee drinkers are consuming more than just a morning cup, with 50 percent of consumption now taking place in the afternoon or evening. These new coffee occasions are the reason ready-to-drink options are popular right now, totaling to $2.5 billion sales this year alone. The Total U.S. Food ready-to-drink coffee is growing at an average rate of 15 percent, compared to La Colombe’s growth at 23 percent, versus one year ago.
“The story of Hard Cold Brew Coffee is really the story of a friendship. When two makers and innovators come together something really special can come out of it, and that something special is this product,” says Todd Carmichael, CEO and co-founder of La Colombe Coffee Roasters. “As makers, we simply started concocting. One of us knows the alcohol industry really well and the other knows coffee really well—and it turns out, together, we were the perfect pair. This Hard Cold Brew Coffee is truly something beautiful.”
La Colombe Hard Cold Brew will be supported with a regional marketing campaign focused on the brand’s theme, “Rally Like A Grown-Up.” The brand will appear at a variety of local market events, festivals, on paid social media ads and on social influencers’ feeds this fall.