What to consider when customising nitro cold brew coffee cans
Year after year, the ready-to-drink (RTD) market records new highs. Segments within it, like non-alcoholic beverages, are claiming a bigger share of the global market, which is projected to reach over US $1.6 billion by 2031.
Alongside this shift, cans have emerged as an effective solution to the needs and expectations of both consumers and businesses, including in the coffee industry. If not for convenience, many are drawn to this packaging style for its versatility and sustainability.
But given how competitive the RTD market is, coffee brands need to focus on many elements of their nitro cold brew coffee cans to stand out, including customisation. Brian McCulloch, co-founder and co-owner of Oak and Bond Coffee Company, offers his insight.
How is nitro cold brew coffee canned?
Before exploring packaging customisation, Brian emphasises the importance of understanding the differences between traditional and nitro cold brew. The latter is infused with nitrogen, which gives the drink a smooth and velvety texture.
“When you pour it like a beer, say a Guinness, the tiny bubbles from the nitrogen create a ‘cascading’ effect, which gives it a nice creamy mouthfeel,” he says.
Nitrogen infusion during the canning process also lowers oxygen levels in the beverage, effectively minimising the risk of bacterial or mould contamination. That doesn’t mean, however, that food health and safety isn’t still a top priority.
Cold brew manufacturers often use different methods to prolong shelf life. Heat sterilisation, hot fill pasteurisation, and retort are some of the popular techniques, and their application varies depending on the type of cold brew (e.g., classic or flavoured/sweetened), distribution model, and target market.
However, a big challenge for many is using a processing method that has minimal impact on quality and flavour.
“We don’t retort any of our brews,” Brian says. “When we ship them, we include ice packs to keep them cold,” he explains. Moreover, with quick shipping times, the risk of temperature increase is minimal during transit.
Customising nitro cold brew coffee cans
The majority of consumers are influenced by packaging design. Studies show that up to 80% of consumers will not repurchase the same product if they’re not able to form a connection to the packaging, regardless of the product’s quality.
Without customised packaging, coffee businesses can miss the opportunity to showcase their brand to establish this connection with customers. “This is an aspect we consider all the time when working on a new design,” Brian says, adding that Oak and Bond Coffee started selling cold brew products in 2018.
Brian tells me companies must understand that a potential new customer may not be familiar with them, so customising nitro cold brew coffee cans plays a key role in brand storytelling.
“How are you going to reach, entice, or convince a potential customer to open the refrigerator door, pick up your product at a retail store, take it home, and enjoy it?” he asks. “We look to the craft beer industry for inspiration and seek out ideas on social media and online.”
He adds that Oak and Bond also works with design partner Kori Miller, owner of Park St. Studio. Miller has been involved in the company’s packaging branding and rebranding since its launch, including its first-ever canned nitro Snapchilled coffee.
“Walking into any sort of retail store and looking at the refrigerated aisles, nitro cold brew coffee cans have to be eye-catching,” Brian explains. “We also want consumers to know what the product is, so the words ‘nitro cold brew’ are the same size as our logo.”
The nitro cold brew coffee cans also include a wave design at the bottom to add a playful and aesthetic aspect to the packaging.
Why nitro cold brew cans are effective?
Some brands choose to package their cold brew products in plastic or glass bottles, pouches, bag-in-a-box, or containers, but Brian believes nitro cold brew coffee cans are the best option.
“Cold brew stays fresher in cans,” he explains. Offering 8 and 12 oz cans available in four, six, or 12-packs also provides customers with a variety of options, whether they buy online or in-store. “We also have lots of retail partners, so it’s valuable to be able to sell them cases that they can sell individually.”
Additionally, nitro cold brew coffee cans are one of the most sustainable packaging solutions, as they can be infinitely recycled. “Nitro cold brew coffee cans are 100% recyclable,” Brian explains. “You can reuse them or send them to a plant to be recycled.”
What’s more, over 80% of consumers are willing to spend more for sustainably packaged products. This jumps to 90% when looking specifically at Gen Z, who are the biggest consumers of RTD coffee – meaning brands have a unique opportunity to capture more market share.
Many coffee businesses ship RTD beverages, so the smaller weight of cans helps keep logistics costs low. Nitro cold brew coffee cans are also space-saving and can be stacked in rows without risk of damage.
They also excel in versatility. Brian points out that businesses have multiple options, including thinner and taller designs. “We like them because they look more elegant,” he concludes.
At Cold Brew Pak, we understand just how important packaging is for your cold brew, whether nitro or classic. Our fully recyclable aluminium nitro cold brew coffee cans come in all sizes and designs, and can be customised to reflect your brand’s identity. For added convenience, you can pair them with our custom-printed can carriers.
Interested in learning more about Cold Brew Pak’s products? Get in touch with our team here.
