Why the size of your bespoke cold brew coffee cans matters
While beverage quality matters, the size of your bespoke cold brew coffee cans is just as important. Brands must remember that there is no one-size-fits-all approach, especially in an industry where a litany of factors, from serving size and target group to industry standard and style, influence the can size.
Research shows that time and again, markets have not been kind to businesses that miss the mark in packaging design. Brands with inconsistent or dysfunctional packaging are likely to suffer a ruined image alongside financial losses and customer disloyalty.
Those looking to get the size of their cold brew coffee cans right should take tips from the best in the industry. For instance, most beer, energy drink, and soft drink manufacturers have hacked the can size dilemma.
Brian Kenny, the owner of Silverskin Coffee Roasters in Dublin, shares advice on determining which size cans are best suited to cold brew coffee.
Why size matters with bespoke cold brew coffee cans
What began in 2012 as a kiosk serving freshly roasted coffee has now evolved into a purpose-built factory, serving homes and businesses across Ireland. In March of 2023, Silverskin Coffee Roasters unveiled its cold brew beverage, a project that took over 18 months.
“We launched True Coldbrew in March at the Dublin Coffee Festival,” Brian says. The timing could not have been better, seeing that cold brew coffee is now the fastest-growing category in the ready-to-drink (RTD) category, not just in Europe but across the world.
Younger consumers, especially Gen Z, have been a driving force behind this shift, which in part explains why most coffee businesses opt for smaller-size cans. These sizes are modern, innovative, and convenient, which appeals to younger consumers.
“The most common can sizes are 330ml or 250ml,” Brian reveals. He adds that the brand chose a size that its target consumers could resonate with. “The idea is to create a beverage that consumers relate to, so a 500ml can may be too excessive and/or expensive.”
Customers’ perception of your cold brew coffee cans is also tied to size. Larger sizes tend to cater to multiple servings. Alternatively, the popular 250ml and 350ml cans are ideal for single servings and offer a concentrated coffee experience that allows for dilution with milk or water.
Brian also believes that, just like coffee cups, can size affects consumers’ perceptions. “Consumers are interested in the ingredients first and foremost,” he explains, “where is the coffee from, how is it brewed, and what is added to it?”
Interestingly, within the soft drinks market, consumers often perceive smaller, sleeker cans as more elegant and refined–an observation Brian agrees with.
“The cans from big manufacturers, such as Coca-Cola, have changed to slimline in recent years as the new ‘taller’ cans look stylish, sophisticated and contemporary.”
What size cold brew coffee cans are best?
What works for Starbucks or Costa Coffee may not work for your business as far as cold brew coffee can sizes go. Ultimately, the decision lies with all the factors mentioned earlier.
Silverskin Coffee keeps things simple with its True Cold Brew, offering single-size and two-pack options.
“In our opinion, 250ml slimline cans are preferential,” says Brian, echoing a sentiment shared by Veneziano Coffee Roasters and Good Brew, who recently spoke to Cold Brew Pak about their successful 250ml cold brew offerings.
Brian’s decision to settle on this size was heavily influenced by customer perception. “This shape is dynamic,” he reveals, “and it is easily recognisable to customers as a drink which is more concentrated than a larger can.” Shelf space was another factor that drove him to this choice. “In a fridge stocked with many different products, 250ml slimline cans sit and pack better.”
When you combine all these benefits with the can’s lower price point, convenience for on-the-go customers, and the desire for a healthier lifestyle with less caffeine, it’s easy to see why most coffee brands prefer this size.
Although rare, some coffee shops offer cold brew beverages in sizes as low as 150ml and as high as 1 litre cans. Popular coffee shops such as Starbucks and Costa Coffee have a wider selection of cold brew beverages, ranging from 250ml to 375ml. However, the higher end of this volume scale is more often reserved for beers and energy drinks. Monster Energy Drink, for instance, is popular with larger cans. Just recently, RedBull added 355ml, 473ml, and 591ml sleek-style cans to its range.
What to consider when investing in bespoke cold brew coffee cans
At first glance, cans seem like the ideal packaging for cold brew coffee. However, they do have their own share of challenges.
Hygiene, for instance, is a factor that could easily destroy your cold brew business if not handled properly. Not too long ago, Death Wish Coffee had to recall cold brew cans because they posed a serious health risk to consumers.
While discussing hygiene and safety, Brian noted that sterilisation and sealing are all part of the bigger Hazard Analysis And Critical Control Points (HACCP) and quality control issues with cold brew.
“We pasteurise our cans after cold brewing to add a “kill step” to our production,” he adds, insisting that cold brew is the PROCESS and not the beverage.
Drawing on the lessons learned in the 18-month period that he worked on his cold brew, Brian further lists the following factors for consideration: fridge space, customer perception, and coffee cup size protocol.
While justifying his choice, Brian says that “slimline cans are sleek and stylish, and we believe they are easier to carry and nice to hold.” Marketing was just as important to him, which is why he hired a top professional designer to help with the visual elements.
“Customisation was a huge factor for us,” Brian explains. “We worked with David Rogers, an Irish designer who we’ve collaborated with on many of our recent work.” In David’s words, “the design considers the can as a cylindrical design space and allows the content to flow around it, inviting people to pick it up and rotate”. The core message was to show consumers that their coffee is “truly brewed cold”.
Cold Brew Pak offers superior, ready-to-grab aluminium cans in sleek, bespoke designs. No matter the drinking occasion, our bespoke cold brew coffee cans are cut out for the task. And they are not just lightweight and sturdy but also infinitely recyclable and equipped to provide superior protection against light and oxygen, ensuring your cold brew stays fresh to the last drop.
You can upgrade your cold brew experience further by making your cold brew available in our sustainable, custom-printed 4-pack or 6-pack can carriers.
Contact our team to find out more.
