Why should you invest in a cold brew box?
Over 70% of US customers state that packaging design affects their desire to buy a product, while nearly as many say materials also factor into their decision. This means maintaining sustainability standards and improving convenience are two major factors to consider when investing in a cold brew box.
Bag-in-box is a perfect packaging format for multiple reasons. As well as being popular at home for other beverages such as wine, it’s also a perfect option for commercial roasters and events.
I spoke to Chris Jones from Yellowline Coffee Roasters about the right time to buy a cold brew box, and what you should consider before choosing one.
What is a cold brew box?
Before we look at why brands should invest in cold brew boxes, let’s break down what they are.
Put simply, a cold brew box is any boxed packaging that allows for easy storage and retrieval of cold brew.
The best known boxes are bag-in-boxes, cartons, and subscription boxes. Bag-in-box options in particular are perfect for quick access to cafe-quality cold brew, whether that’s at home, in events, or at coffee shops.
They’re also easy to use, with an attached tap: just press it, pour, and drink.
Cold brew cartons are more appealing to customers who want fresh cold brew, but a smaller size. They’re also well-suited to packaging concentrates, with an easy twist-off top that slots easily into a refrigerator.
Chris adds that cold brew boxes also offer real versatility.
“Not everyone wants an espresso or a cappuccino or a flat white,” he says. “A lot of people drink iced coffee, though, and it can be a lot messier [using an espresso machine] than making it through a box.
“[It’s ideal] if you’re going to work in the morning and you can open your fridge, pour some cold brew into your cup. Then you just add milk, and off you go.”
Why do brands need a cold brew box?
Cold brew boxes have three main advantages: customisation, ease of transportation, and resistance to damage.
Let’s look at each of these in turn.
Customisation & brand recognition
At least 63% of customers say that appealing packaging designs influence their purchasing decisions. In turn, the higher surface area of boxes gives extra space for coffee roasters to highlight their branding.
That said, the variety in packaging goes beyond visuals. At Yellowline Coffee Roasters, Chris says the team brand their boxes in a range of different ways.
“We have QR codes,” Chris says. “People can scan them and then look into different ways to drink it. Education is always a good thing to have on a box, as well as shelf life. We get a lot of questions about that.”
Damage
Dented or ripped packaging can impact a business’s reputation. Bag-in-box options are one of the more durable cold brew packaging solutions, provided the corrugated kraft paper cardboard is able to absorb accidental drops.
This form of protection is very appealing to customers in a hurry who may not have time for more delicate materials, such as glass bottles.
Transport
Transport is another point to consider. However, as both cartons and bag-in-box packaging are collapsible, they can be shipped in an incredibly space-efficient way.
Normally, for bag-in-boxes, the tap and pouch are separated and the cardboard outer sleeve is flatpacked for the roaster to assemble on location. The same is true of individual cartons.
What to consider when investing in cold brew boxes for your roastery
Firstly, roasters should consider the various different packaging formats within the umbrella of “cold brew boxes”.
Chris explains that roasters have to consider what their audience wants when deciding between subscription boxes, bag-in-box, or cartons, for example.
“Packaging is everything, so there’s no one size fits all,” he notes. “You have to cater to everyone. Some people want to drink a beer out of a can, [others] a bottle, while some may even want beer out of a tap.
“It’s the same concept with cold brew. The person who buys a growler doesn’t buy a box. The person who buys a box doesn’t buy cans. The person who buys cans doesn’t buy a growler. It’s not a different product, it’s different packaging, and that’s where some people in the cold brew space lose a bit of the market.”
He also adds that the “right” box will depend on your market. If you’re selling wholesale to local businesses, for example, it’s crucial to get your volume lineup right.
“For instance, in Australia, Fitstop gyms are purchasing four-liter bag-in-boxes so they can use it after a workout for events. All the gym people love it – because there’s no sugar.”
In the end, though, Chris explains that nothing will be as important as ensuring you’re serving fantastic cold coffee, no matter the format.
“It might be the packaging that makes people buy the first time, but it’s the product that makes people buy again,” he says.
Whether you need an on-tap bag-in-box or pouches for concentrates, we’re ready to provide solutions that help customers trust your brand. Our packaging is made from sustainable materials like compostable LDPE and natural kraft paper. Not only do they have a lower carbon footprint, they also keep your products fresher for longer.
Interested in learning more about Cold Brew Pak’s products? Get in touch with our team here.
Images courtesy of Yellowline Coffee Roasters.
