Starbucks Expands Cold Offerings
May 31 2016 - 8:20AM
Dow Jones News
Starbucks Corp. said Tuesday that it was adding new cold coffee
offerings, including Nitrogen-infused coffee in major U.S. cities,
as the coffee maker tries to increase its summer-weather drinks and
compete with specialty shops.
The company's "Nitro Cold Brew," which infuses nitrogen into its
slow-steeped, cold-brewed coffee, imparts a "smooth and creamy
sweetness," the company said. Similar offerings, which are
typically delivered from a beer-like tap, have been rolled out in
recent years at specialty coffee shops like Stumptown Coffee
Roasters.
Starbuck's take will be available at seven U.S. cities this
summer, including San Francisco, New York and Los Angeles.
Starbucks said the Nitrogen-infused cold brew was the
second-highest selling item at its Reserve Roastery and Tasting
Room, a 15,000 square-foot Seattle location targeting coffee
enthusiasts.
In recent years Starbucks has introduced and promoted
single-origin and cold brewed coffees to lure coffee drinkers from
niche gourmet stores, which cater to the so-called Third Wave of
coffee culture, drinking brews made from single-location beans
grown on one farm, often prepared using unique methods.
Cold brewed coffees are made by steeping ground coffee beans in
cold water for many hours before serving and are different from
iced-coffee, which is typically brewed hot coffee that is poured
over ice.
In the fourth quarter of 2015, Starbucks reported a 20% increase
in its iced portfolio driven by the introduction of Cold Brew
nationwide.
Write to Austen Hufford at austen.hufford@wsj.com
(END) Dow Jones Newswires
May 31, 2016 08:05 ET (12:05 GMT)
Copyright (c) 2016 Dow Jones & Company, Inc.
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