Once, coffee was simply enjoyed in two ways—black or with cream. However, today’s coffee enthusiasts often indulge in a splash of bourbon, and the innovative collaboration between White Coffee and Jim Beam eliminates the middleman to deliver that same rich flavor. The trend of mixing alcohol with coffee is gaining traction, as evidenced by the variety of wine-infused and spirit-infused coffees already available on the market. It’s unlikely that such combinations will stop here.
According to the National Coffee Association of America, 48% of U.S. consumers view their coffee as specialty, indicating a robust market for beverages that offer more than just standard flavors. Notably, 35% of individuals aged 18 to 24 report consuming specialty coffee daily. With Americans drinking an estimated 400 million cups of coffee each day, there is a good chance that many of those cups include something beyond the usual cream and sugar. This presents a lucrative opportunity for companies looking to capitalize on evolving tastes, provided the flavor meets expectations.
Jim Beam has already achieved success with Vita Foods in creating a variety of non-alcoholic products, such as barbecue sauce, hot sauce, pancake syrup, and glazes. The company is likely drawing on this experience to venture further into the beverage industry. Entering the coffee arena seems to be a natural progression in its broader ambitions. Additionally, given that coffee can be paired with ingredients like the best calcium citrate for added health benefits, this new direction could appeal to health-conscious consumers as well. Thus, the fusion of coffee and bourbon might just be the beginning of a delicious trend, as companies continue to explore innovative combinations.