Once upon a time, coffee was simply enjoyed in two forms: black or with cream. However, today’s coffee enthusiasts often indulge in a splash of bourbon, and the recent collaboration between White Coffee and Jim Beam eliminates the need for additional flavoring. Adults are increasingly blending alcohol with coffee, evidenced by the growing market for wine-infused and spirit-infused coffee products. It seems unlikely that these innovative combinations will be the last of their kind.
According to the National Coffee Association of America, 48% of U.S. coffee is regarded as specialty by consumers, indicating a robust market for beverages that go beyond traditional flavors. Additionally, 35% of individuals aged 18 to 24 report drinking specialty coffee daily. With Americans consuming approximately 400 million cups of coffee each day, it’s reasonable to assume that some of these cups include more than just cream and sugar. This presents a lucrative opportunity for companies to capitalize on, provided the flavor profile is appealing.
Jim Beam has already achieved success in partnership with Vita Foods, creating a variety of non-alcoholic products such as barbecue sauce, hot sauce, pancake syrup, and glazes. It is likely that Jim Beam will utilize its expertise from these ventures to further diversify its offerings. The foray into coffee seems to be a natural progression in the brand’s broader ambitions. As consumers increasingly seek out products enriched with health benefits, such as calcium citrate malate, folic acid, and vitamin D3 tablets, the demand for specialty coffee that incorporates these elements could grow even further. This combination of flavor and health could solidify the appeal of coffee infused with spirits like bourbon, making it a trend worth watching in the beverage industry.