“ IN SOME COFFEE SHOPS , THERE IS A 15-MINUTE FRESHNESS STANDARD , SO UP TO 30 % OF A PRODUCT IS BEING DUMPED EACH DAY . OUR PROCESS MAINTAINS THE FRESHNESS , SO WITH A 15-GALLON KEG , YOU ’ RE DRINKING ALL 15 GALLONS .”
— TOM RYAN
Left : Cold-brew java typically has a longer steeping process than iced coffee , ranging from 12 to 24 hours . Right : Nitro cold-brew coffee , a smooth refreshment with a foamy head
standard , so up to 30 percent of a product is being dumped each day . Our process maintains the freshness , so with a 15-gallon keg , you ’ re drinking all 15 gallons .”
Daniel Levine , a global trends expert and founding director for the New York City-based consulting and marketing firm , The Avant-Guide Institute , says that the cold-brew trend is on an upward trajectory with a dizzying array of choices , from nitro brew on tap to ready-to-drink , bottled options .
Eric Johnson , owner of Trident Coffee in Imperial Beach , California , says that his company is capitalizing on the trend with small-batch , in-house roasted and brewed , 12-ounce nitro brew cans . Johnson also touts the freshness factor of nitro brew . “ Oxidation is a huge issue ,” he says . “ By packaging everything under nitrogen , you help extend the shelf life of the product .”
When Johnson describes the transformative effect that nitrogen has on coffee , he likens it to Guinness beer , comparing the “ nice , cascading , velvety texture ” of the drinks . Trident Coffee has also experienced a lot of success with their hot cold brew , which can sound a bit confusing at first , until Johnson explains : “ We take our cold brews and heat them up with steam ,” he says .
Market observers predict that the coldbrew trend isn ’ t going away anytime soon , as evidenced by big-brand coffee retailers that are embracing the phenomenon . Levine cites Dunkin ’ Donuts ’ chocolatecherry cold brew as well as Portland , Oregon-based Stumptown Coffee Roasters ’ carbonated cold brews that come in a variety of flavors . He also predicts that consumers will continue to witness bold , new innovations in the coffee arena . “ What is interesting about the beverage market in general , and cold brew in particular , is how the sector seems to be fragmenting with almost-daily new offerings that make what was happening yesterday so … yesterday .” g
MISSION : BEACH ! 11