Cold Brew Coffee is Hot Trend
Americans are addicted to coffee. It’s big business, 30 billion a year. 77 % of adults in the United States drink coffee on a daily basis. Men drink as much coffee as women; each consuming an average of 1.6 cups per day in the USA. Sales of cold brew coffee boomed last year. According to consumer research firm Mintel, they were up 115-percent from the year before.
Cold brew is coffee that’s never been hot. The coffee beans are steeped under refrigeration for up to 24 hours. Cold brew packs a punch, it has more caffeine that works its way to your system faster, but with a taste smoother than your traditional cup of iced coffee.
The sience of smooth - Standard Hot Coffee versus Cold Brew Coffee.
As any caffeine addict knows, a regular cup of coffee starts with hot water (between 195 and 205 degrees Fahrenheit) and coffee grounds. The water dissolves oils, acids, and other compounds out of the grounds, giving coffee its familiar acidity and eye-opening aroma. The hot water also degrades acids, creating coffee’s bitter notes. The absence of hot water means that the oils, acids, and other compounds dissolve much more slowly. The acids also aren’t degraded, making for a much smoother beverage, free of bitterness.
One downside: This coffee’s aroma is barely noticeable because heat is what releases it from the grounds.
How big is this cold brew craze? The trend is so new that most research firms don’t track it as a separate category within the broader coffee world. Research firm Mintel estimates cold brew alone grew by 338.9% from 2010-2015. When combined with ready-to-drink coffee (which is prepared coffee in a bottle or can), the entire business is worth close to $2 billion in the U.S., and should continue to grow.
Experts say cold brew and other new offerings are giving coffee lovers more choice. And at a time when roasted coffee sales are waning, the industry could use a jolt of excitement.