The adult beverage industry is evolving at a breakneck pace right now. Growth in the beer industry over the past ten years has been remarkable, as has growth in the cider industry and craft distilling industry. Hard seltzer, of course, is the current trend. While they aren’t new, the Flavored Malt Beverage (FMB) industry is also growing. In short, there are a lot of different things to drink these days.
Yes, I prefer beer. Since you’re reading this on the Washington Beer Blog, I’d imagine you do too. It doesn’t make you less of a beer lover to understand what else is happening in the alcohol business. In fact, maybe it makes you a better beer lover.
MillerCoors recently introduced a Hard Cold Press Coffee drink. I think that is a newsworthy development. So without further ado, here is the press release introducing La Colombe Hard Cold Brew Coffee
MillerCoors, Colombe Have Beer And Coffee Mashup To Help You ‘Rally Like A GrownUp’
[Press Release] – CHICAGO, Sept. 10, 2019 /PRNewswire/ — Today a new take on cold brew coffee is hitting 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 this month in the following markets: Boston, MA; Tampa, Ft. Meyers and Treasure Coast, FL; Denver, CO.
“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, vice president 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 9oz cans or single serve 9oz cans.
Black: An authentic, smooth cold brew coffee with a delicate balance of sweetness and bitterness highlighted by notes of baker’s cocoa.
Vanilla: An authentic, smooth cold brew coffee accented by rich 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.1 These new coffee occasions are the reason ready-to-drink options are hot right now, totaling to $2.5 billion sales this year alone2. The Total US Food ready-to-drink coffee is growing at an average rate of 15%, compared to La Colombe’s growth at 23%, versus one year ago3.
“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,” said 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.
For more information visit www.LaColombeHardColdBrew.com or follow us on social @LaColombeCoffee and share your photos using the hashtag #RallyLikeAGrownUp.