Cold Brew Coffee in the U.S. 2020 Edition (Published April 2020. Data through 2019. Market projections through 2024.) More than 50 pages, with extensive text analysis, graphs, charts and tables.

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This executive briefing report shines a spotlight on the cold brew coffee market, providing insight on trends in packaging and

formulations. It also provides sales and volume data for the leading brands. Part of Beverage Marketing's Focus Report series, this report offers data and insight examining the burgeoning cold

brew sub-segment of the ready-to-drink (RTD) coffee market. The evolution of this fast-growing market is discussed in detail, with data to back up the insights provided. The report also projects

how big the segment will become in five years and discusses the impact of the coronavirus pandemic.

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REPORT OVERVIEW A brief discussion of key features of this report. 2

TABLE OF CONTENTS A detailed outline of this report’s contents and data tables. 6

SAMPLE TEXT AND INFOGRAPHICS A few examples of this report’s text, data content layout and style. 8

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The answers you need

The Cold Brew Coffee in the U.S. report provides data and market analysis, shedding light on various aspects of the market through reliable data and discussions of what the numbers really mean.

Questions answered include:

What are the latest trends behind cold brew coffee's performance in the U.S. market?

How many gallons of cold brew coffee did U.S. residents consume in 2019?

How has cold brew coffee fared in comparison with the broader RTD coffee category? How, in turn, does this compare with the even broader coffee category as a whole?

This ready-to-drink coffee research report features

Cold Brew Coffee in the U.S. offers an in-depth look at the category, companies and brands shaping

the cold brew coffee market and the drivers impacting current and anticipated growth through 2024.

It provides sales and volume statistics including total-market wholesale dollar sales and volume data. Through a combination of discussion backed by Beverage Marketing's reliable, all-sales-channel-inclusive data, users get a thorough understanding of all facets of the cold brew coffee market

including:

Discussions of the cold brew coffee market, as well as volume and dollars, as well as the segment's role in the broader RTD coffee category.

Detailed profiles and analysis of the leading companies and brands, discussions of their marketing activities and distribution strategies as well as company and brand sales volume data. Coverage includes Califia Farms, Stumptown, STōK, High Brew, Chameleon, La Colombe, Blue Bottle, Kohana and more.

Five-year projections for the total coffee and overall RTD coffee market as well as cold brew coffee segment in particular.

Cold Brew Coffee in the U.S.

Copyright 2016 Beverage Marketing Corporation of New York

Reproduction without written permission is strictly prohibited

Cold Brew Coffee in the U.S. April 2020

R E S E A R C H D A T A C O N S U L T I N G

NOTE: The information contained in this report is confidential and solely intended for the benefit of

the immediate recipient hereof.

Copyright 2020 Beverage Marketing Corporation of New York, 850 Third Avenue, New York, New York 10022,

(212) 688-7640. All rights reserved. Reproductions in any form prohibited by law.

Table of Contents

Conte

nts

Cold Brew Coffee in the U.S.

TABLE OF CONTENTS

i

Copyright 2020 Beverage Marketing Corporation of New York

Reproduction without written permission is strictly prohibited

TABLE OF CONTENTS ------------------------------------------------------------------------------------- i INTRODUCTION ------------------------------------------------------------------------------------------- iii

Summary

COLD BREW COFFEE IN THE U.S.

The U.S. Coffee Market -------------------------------------------------------------------------- 1

Consumption by Segment ----------------------------------------------------------------- 1

Per Capita Consumption by Segment ----------------------------------------------------- 2

Wholesale Dollar Sales by Segment ------------------------------------------------------ 3

The RTD and Cold Brew Coffee Market ---------------------------------------------------------- 4

Overview ----------------------------------------------------------------------------------- 4

Special Note on Coronavirus -------------------------------------------------------------- 7

Volume ------------------------------------------------------------------------------------- 8

Wholesale Dollar Sales -------------------------------------------------------------------- 9

Price Per Gallon ---------------------------------------------------------------------------- 10

The Cold Brew Coffee Market by Brand --------------------------------------------------------- 11

Volume by Brand -------------------------------------------------------------------------- 11

Wholesale Dollar Sales by Brand --------------------------------------------------------- 12

Chameleon Cold Brew (Nestlé) -------------------------------------------------------------- 14

Califia Farms ------------------------------------------------------------------------------------ 16

JAB (Peet’s Coffee/Stumptown/Intelligentsia) ------------------------------------------ 20

High Brew Coffee------------------------------------------------------------------------------- 22

Kohana ------------------------------------------------------------------------------------------- 24

La Colombe -------------------------------------------------------------------------------------- 25

STōK --------------------------------------------------------------------------------------------- 27

Other Brands ------------------------------------------------------------------------------------- 28

The Projected Cold Brew Coffee Market --------------------------------------------------------- 34

Exhibits

1 U.S. Coffee Market Estimated Consumption by Segment 2014 – 2024 ---------------- 39

2 U.S. Coffee Market Share of Consumption by Segment 2014 – 2024 ------------------ 40

3 U.S. Coffee Market Change in Consumption by Segment 2015 – 2024 ---------------- 41

4 U.S. Coffee Market Estimated Per Capita Consumption by Segment 2014 – 2024 ---- 42

5 U.S. Coffee Market Estimated Wholesale Dollar Sales by Segment 2014 – 2024 ------ 43

6 U.S. Coffee Market Share of Wholesale Dollar Sales by Segment 2014 – 2024 ------- 44

7 U.S. Coffee Market Change in Wholesale Dollar Sales by Segment 2015 – 2024 ----- 45

8 U.S. RTD Coffee Market Volume and Growth 2012 – 2024 ----------------------------- 46

9 U.S. RTD Coffee Market Wholesale Dollar Sales and Growth 2012 – 2024 ------------ 47

10 U.S. RTD Coffee Market Price Per Gallon 2012 – 2024 ---------------------------------- 48

11 Leading Cold Brew Coffee Brands Estimated Volume 2014 – 2019 --------------------- 49

Cold Brew Coffee in the U.S.

TABLE OF CONTENTS

ii

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Summary

COLD BREW COFFEE IN THE U.S. (cont’d)

Exhibits (cont’d)

12 Leading Cold Brew Coffee Brands Share of Volume 2014 – 2019 ---------------------- 50

13 Leading Cold Brew Coffee Brands Change in Volume 2015 – 2019 --------------------- 51

14 Leading Cold Brew Coffee Brands Estimated Wholesale Dollars 2014 – 2019 --------- 52

15 Leading Cold Brew Coffee Brands Share of Wholesale Dollars 2014 – 2019 ----------- 53

16 Leading Cold Brew Coffee Brands Change in Wholesale Dollars 2015 – 2019 --------- 54

Copyright 2020 Beverage Marketing Corporation of New York

Reproduction without written permission is strictly prohibited

What exactly is cold-brewed coffee?

Initially popularized by companies like San Francisco’s Blue Bottle (which has

established several outposts in New York), this is a process where iced coffee is

brewed without heat, through the laborious passage of water over cold beans via

an apparatus (on view in Blue Bottle’s Williamsburg, Brooklyn, store) that can

resemble a giant chemistry set.

The cold brewing process can take 20 hours or longer. The result is an

uncommonly full, rounded taste almost completely lacking in bitterness, although

some skeptics detect a less than complex flavor profile. Still, to some coffee

drinkers, that flavor profile comes as a complete revelation of what coffee can be.

Possibly more pertinently, since cold-brew is delicious consumed black, without

milk or sugar, it offers a zero-calorie energizer, potentially creating a new layer of

competition for conventional energy drinks whose consumers may have begun to

have qualms about their high sugar content or artificial ingredients.

A further fillip on the segment is the rapid expansion of on-draft versions of cold-

brewed coffee, including those using nitrogen to confer a frothy head, Guinness-

style, as well as the increasing number of entries that seek to replicate that

experience in a package, including intriguing entries from La Colombe, Rise Coffee

and Califia Farms. As with craft beer and kombucha, this theatrical on-premise

prong offers the promise of weaving cold-brew even more tightly into consumers’

imaginations and routines.

As discussed below, two key questions confronting the segment are whether the

cold-brew concept can be made to resonate with a broad-enough array of

consumers, and whether it is scalable, given its exacting production requirements

and the fact that many players still offer refrigerated rather than shelf-stable

products. The country’s most established high-velocity beer and soda distribution

systems do not have refrigerated fleets to handle products such as these.

An ancillary question is whether to go with concentrated multiserve bottles (which

dominated in the early days) versus single-serve RTD versions, which have been

proliferating and offer higher velocity potential. All these efforts are being

explored in the market, at the risk, of course, of confusing consumers (and

retailers) who already have a high learning curve to climb. In the past year or

two, the momentum seems to have shifted to the RTD side.

There is another more pressing concern: in recent months, the level of

promotional activity behind single-serve entries is believed to have accelerated.

On the one hand, broad acceptance of cold-brew will not occur if prices remain in

the $4–5 range, but on the other hand, some of the two for $4 and even three for

$5 deals seem to be eroding both the premium nature and the profitability of the

segment. This is an issue that bears watching, particularly as strategic players,

who are less disciplined on price, increase their presence in the segment.

Copyright 2020 Beverage Marketing Corporation of New York

Reproduction without written permission is strictly prohibited