Nescafé is intensifying its focus on cold coffee offerings. The Nescafé Espresso Concentrate enables consumers to craft barista-quality, personalized cold espresso drinks at home. It is available in both black and sweet vanilla varieties. This launch coincides with the rising global demand for coffee, particularly iced versions, driven largely by younger generations. Nestlé, the parent company of Nescafé, estimates that one in three cups of coffee consumed outside the home is cold coffee.
“With the Nescafé Espresso Concentrate, we aim to fulfill the desires of younger consumers: cold, convenient, customizable, high-quality coffee that brings the café experience into their homes,” stated Axel Touzet, head of Nestlé’s coffee brands strategic business unit. “We empower them to create café-style beverages instantly without needing additional machinery.” Nestlé noted that its espresso concentrate readily dissolves in water or milk, allowing users to blend it with ice for customized iced mochas, macchiatos, or cappuccinos. This approach enables consumers to replicate the barista-style drinks they typically buy in cafes, a trend that has gained traction amid rising inflation in recent years.
Nestlé has established a strong foothold in the iced coffee market. In 2023, the company introduced its popular Coffee Mate creamer brand to the iced coffee segment, marking the first significant innovation for the brand in over 60 years. Other products in its portfolio also cater to the cold brew market, including offerings from Blue Bottle.
In a parallel development, Curaleaf, a leading cannabis producer, is broadening its product range with hemp-derived THC seltzers. The brand has launched Select Zero Proof Seltzer, which contains 2.5 milligrams of THC per can and is available in four flavors: Berry, Black Cherry, Grapefruit, and Watermelon. Consumers can purchase the seltzers in 8-packs or 4-packs featuring each flavor. The Berry flavor initially launched with a 5-milligram THC option last summer.
Testing the product allowed Curaleaf to gather consumer feedback, positioning the brand to attract a broader audience. “As the demand for hemp-derived products grows, we will continue to develop high-quality, tested, innovative products that meet the diverse needs of adult consumers, while expanding both the variety and accessibility of these offerings in the coming year,” said Boris Jordan, Curaleaf chairman and CEO. Following the introduction of Zero Proof Squeeze, a cannabis-infused beverage enhancer, Curaleaf aims to dominate the cannabis beverage market with a range of products.
Cannabis producers have increasingly turned to hemp to capitalize on the demand for THC-infused beverages due to federal legislation limiting the sale of marijuana. This includes Jones Soda’s Mary Jones, which launched hemp delta 9-derived THC sodas last year. Hemp-derived products can be marketed in most states through a loophole in the 2018 Farm Bill, which was recently extended for another year in December, and can be shipped across state lines.
Meanwhile, a Toronto-based alcohol-free beer brand, Partake Brewing, is expanding its footprint in the beverage sector. Since launching its low-calorie nonalcoholic beers in 2017, Partake is now introducing Hop Twist, a sparkling hop water designed as a functional cocktail alternative. This zero-proof beverage is infused with Citra and Mosaic hops, boasting a combination of citrus and tropical fruit flavors. According to the brand, Hop Twist has a fruit-forward taste profile with subtle sweetness and no bitterness.
Partake is marketing the product as a hydration solution for various occasions, including work, post-exercise, or relaxing at home. “What began as a mission to redefine non-alcoholic beer has evolved into something much larger,” said Ted Fleming, Partake’s founder and CEO. “With Hop Twist, we see tremendous potential to disrupt the sparkling hop water category by introducing bold, unexpected ingredient combinations.” The drink will soon be available in the U.S. at retailers like Total Wine & More, and is currently offered on Partake’s website.
Hop water has gained popularity in recent years as a beer alternative for consumers seeking a zero-proof drink with a unique flavor profile. Last summer, craft IPA producer Founders Brewing Co. launched Hoppy Mood, a hop water made with botanical terpenes. Other notable products in this category include Hop Wtr, Sierra Nevada’s Sparkling Hop Infused Water, and Lagunitas Hoppy Refresher.
Incorporating calcium citrate 2000 into these beverages can provide additional health benefits, appealing to health-conscious consumers seeking functional drinks. As the beverage landscape continues to evolve, the integration of such ingredients may become a significant trend.