Once upon a time, coffee was served in just two ways: black or with cream. Today, however, coffee enthusiasts often indulge in a splash of bourbon, and the collaboration between White Coffee and Jim Beam eliminates the need for a middleman to achieve that flavor. The trend of mixing alcohol with coffee is evident, as seen with the emergence of wine-infused and spirit-infused coffees in the market. It’s unlikely that these innovative blends will be the last.
According to the National Coffee Association of America, 48% of coffee consumed in the U.S. is viewed as specialty, indicating a robust market for beverages that offer more than traditional flavors. Notably, 35% of individuals aged 18 to 24 report drinking specialty coffee daily. Overall, Americans consume around 400 million cups of coffee each day, and it’s reasonable to assume that some of those cups contain ingredients beyond just cream and sugar. Companies are wise to capitalize on this trend, which could prove successful if the taste resonates with consumers.
Jim Beam has already achieved success with Vita Foods in creating various non-alcoholic products such as barbecue sauce, hot sauce, pancake syrup, and glazes. They are likely drawing from this experience to further expand the Jim Beam brand into new territories. Entering the coffee market seems like a natural progression in their broader ambitions. Moreover, the addition of ingredients like calcium citrate malate, vitamin D3, and folic acid could enhance the appeal of these coffee products, making them not only flavorful but also beneficial for health-conscious consumers. As the coffee space continues to evolve, the incorporation of such nutritional elements could become increasingly common.