Convenience retailer is introducing its own version of the popular chilled drink.
Cold-brewed coffee is a hot commodity among Millennial and Gen Z coffee-drinkers, and 7‑Eleven is introducing its own version of the popular chilled drink. The company’s new proprietary Cold Brew Iced Coffee is slow steeped and chilled for peak smoothness and flavor.
For a limited time, the new iced coffee drink will cost just 99 cents for a 16-ounce cup. The regular suggested retail price will be $1.69, still a significant savings over restaurants and coffeehouses.
Cold brew is the process of brewing a beverage using room temperature or cold water. The process takes anywhere from 12-24 hours to reach the optimal brew strength. Since it is made without heat, cold brew creates a lower acidity level in the beverage for a smoother, naturally sweet taste.
“Because of the long steeping process and different grind size of the coffee beans, cold brew almost has a craft appeal with a smoother, richer flavor,” said Jacob Barnes, 7‑Eleven senior category manager for cold beverages. “For Millennials and Gen Z-ers, it’s a modern day soda or milkshake.”
As with all its coffee drinks, customers can make it their own with their choice of creamers, sweeteners, toppings and syrups.
GENERATIONAL SHIFT
A 2017 study showed that cold-brew coffee is one of the fastest-growing beverage categories in food service. In 2017, sales of cold brew coffee were up 80% over the previous year. The new brew is especially popular with younger coffee-drinkers. Over 50% of Millennials today say they like or love the cold brew iced coffee.
Not surprisingly, cold brew iced coffee is especially popular in the months when hot coffee sales slow, i.e., summer.
Earlier this year, the Texas-based chain introduced two other private brand beverages that are prepared cold—7-Select PuriTEA organic, cold-brewed iced teas and 7-Select GO!Smart organic, cold-pressed juices.
7-Select PuriTEA is available in five flavors – three made with organic black tea leaves and two made with organic green leaf tea. Black tea flavors are unsweetened, sweetened and blackberry agave; green tea flavors are mango and honey.
The 7-Select GO!Smart juices come in four varieties: Clean & Green, Tropical Glow™, Berry & Bright™ and Restoration Red™. Each variety is USDA-certified organic and made from whole fruits and vegetables. The cold-brewed teas and cold-pressed juices are sold chilled in the refrigerated section.
“With health and wellness at the forefront of consumers’ minds, customers looking for healthier choices have lots of options at 7‑Eleven stores,” Barnes said.
