How should you market your canned cold brew?
The global cold brew coffee market is thriving. Recent estimates expect the market to grow annually by more than 22% over the next three years. According to the National Coffee Association’s 2024 National Coffee Data Trends Report, cold brew consumption in the US alone has increased by a staggering 300% over the past seven years.
Among the growing number of products and formats available, canned cold brew stands out as a market leader. A popular choice for consumers who value convenience and portability, cans are also a sustainable option that helps preserve freshness and flavour.
Selling your own canned cold brew is an effective way to tap into the lucrative cold coffee segment. However, the industry is highly competitive, which means that implementing the right marketing strategy is key.
Why you should highlight the USPs of canned cold brew
The first step when marketing cold brew bans to your consumers is to communicate its advantages. The low temperatures and extended brew times mean cold brew is more mellow and smooth-tasting than hot brewed coffee. Consequently, its acidity levels are lower, and desirable flavour notes, such as chocolate and fruit, often stand out more, making it an appealing drink to a wide range of consumers.
“The distinctive mouthfeel contributes to the heightened perception of sweetness of cold brew and makes it more approachable,” said Brandon Bir, the Director of Sustainability at Crimson Cup Coffee, in an article for Hardtank. “For some people, cold brew is far easier to drink than hot coffee or a shot of espresso. It is an easy delivery of caffeine without some of the bitterness or perceivable acidity that you might get with another brewing method.”
While taste and mouthfeel are crucial factors for consumers, another important aspect that gives canned cold brew an edge in the market is convenience. This purchasing factor is particularly important for younger generations with increasingly on-the-go lifestyles. Canned cold brew can be consumed anytime, anywhere – at home, in the office, or while travelling – so incorporating this unique selling point in your market strategy is essential.
Additionally, cold brew offers consumers a healthier, low to no-sugar alternative (depending on the flavour or variant offered) to sugary sodas, RTD juices, and other drinks. This could be another crucial aspect to include in a marketing strategy, appealing to a growing number of customers who prioritise health and wellbeing.
How to curate a range of canned cold brew products
Today, Gen Z is driving the consumption of cold brew.
“Younger coffee drinkers are very selective with their spending and are also looking for something truly innovative and sustainable, as well as being more health-conscious,” Thomas Blackwall, the Global Head of Coffee at Finlays, told Perfect Daily Grind.
This particular demographic is always on the lookout for the next trend, and they like having options. To market your canned cold brew to younger consumers, consider developing a range of different offerings. Flavoured (including seasonal options), dairy and plant-based, low-calorie, and decaf cold brews can help your brand cater to their diverse needs and preferences. Using different origins and processing methods can also be a unique selling point to highlight nuanced coffee flavours.
Whatever offerings you decide to sell, ensure that your cold brew cans clearly display key information, including origin, flavour notes, ingredients, and nutritional information. For easy customisation, it’s best to use cans with a broad printable surface.
Consumers today are increasingly conscious about the products they buy, including their impact on the environment and the supply chain.
“We know that Gen Z coffee drinkers like transparency and the humanisation of their products. So, using a responsibly sourced coffee with a story could capture the attention of this demographic. Don’t just focus on the taste and quality, but rather the hands behind the product,” Brandon Bir tells Hardtank.
Moreover, aluminium cold brew cans are infinitely recyclable without degrading in quality. This can be a unique selling point for roasters and coffee businesses, showcasing their commitment to contributing to a circular economy.
Building solid branding to connect with consumers
Once you have identified the USPs of your canned cold brew, you need to establish a connection with your customers, which is largely achieved through branding.
One of the first steps is choosing a colour palette that aligns with your overall brand image. You can either use the same colours for uniformity across all your offerings or add different complementary tones and shades to showcase a new product line.
Ensure the logo is displayed on both the front and back of your cold brew cans so customers can easily identify your brand no matter how the product is displayed in grocery retailers.
Social media, event marketing, and alternative distribution channels, such as pop-ups and giveaways, can expand your reach even further. Focus on highlighting the USPs of your canned cold brew and engage with consumers to receive feedback about your offerings.
At Cold Brew Pak, we offer a range of fully customisable and recyclable aluminium cans that can help your cold brew products stand out from competitors. Our cans have a broad printable surface for complete customisation, ensuring you can effectively showcase your brand to new and existing customers.
Contact our team to learn more about how Cold Brew Pak can help your coffee business market canned cold brew.
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