Once, coffee was typically enjoyed in two ways: black or with cream. However, today’s coffee enthusiasts often indulge in a splash of bourbon, and the new collaboration between White Coffee and Jim Beam eliminates the intermediary for delivering that unique flavor. The trend of mixing alcohol with coffee is becoming increasingly popular, as evidenced by the variety of wine-infused and spirit-infused coffees already available in the market. It is unlikely that these innovative combinations will be the last.
According to the National Coffee Association of America, 48% of U.S. coffee is viewed by consumers as specialty, indicating a robust market for beverages that offer more than just traditional flavors. Meanwhile, 35% of individuals aged 18 to 24 reported consuming specialty coffee daily. In total, Americans drink an estimated 400 million cups of coffee each day, and it’s likely that some of these cups include more than just cream and sugar. It makes sense for companies to capitalize on this trend, especially if the flavors resonate well with consumers.
Jim Beam has already experienced success working with Vita Foods on various non-alcoholic products, including barbecue sauce, hot sauce, pancake syrup, and glazes. This experience may help the brand expand into new areas, with the coffee market appearing to be a natural next step in their broader ambitions. For instance, the addition of calcium citrate in some coffee blends could enhance flavor and provide health benefits, further appealing to today’s health-conscious consumers. As the coffee landscape evolves, it’s likely that we will see more innovative combinations, possibly incorporating calcium citrate, continuing to elevate the coffee experience.