I was asked at a dinner last night, "what's something you've done that you thought you'd never do?" I think it was intended as a personal question... My answer? Launch a decaf cold brew.
Today, at the forward-thinking accounts like Erewhon and Sprouts that carry it decaf has become one of our best sellers. I've seen it sell on par with our #1 SKU at certain stores. A few things could be at play here... increasing caffeine consciousness, a new focus on sleep quality, etc.
The bigger factor though, and more telling, is the story of an underserved market (decaf drinkers), one we ignored for too long.
I don't drink decaf. Making coffee as strong as we do, our initial customers certainly didn't drink decaf. And decaf represents only 10-15% of the coffee market. These factors closed our minds, my mind, for many years to another, bigger truth. All coffee drinkers like "great tasting" coffee, and no one was making it in beverage form for decaf drinkers.
That said, what do you think is going on? Anyone blending decaf into their coffee routines?
#Decaf #ColdBrew #BeverageIndustry