Not just for cafes: Nitro coffee craze has great potential as at home experience
The nitro coffee craze has seen big players like Starbucks launch the brew in its cafes in the US, drawing on the experience involved in pouring and serving the beverage.
At Brau Beviale in Germany last week, packaging specialist Ardagh debuted its nitro coffee can: anticipating the growth of the nitro coffee in Europe. But perhaps more importantly, it believes the nitro coffee craze can translate into a huge at-home experience thanks to the can.
A new role for beverage cans
Nitro coffee in cans
A widget, which is a nitrogen-filled, in-can capsule, replicates the infusion process of on-tap coffee. The widget is fixed to the bottom of the can, and is activated when the can is opened.
Beverage cans are primarily associated with on-the-go consumption. But Ardagh believes nitro coffee can open up a whole new role for cans in at-home consumption occasions.
“There’s a lot of enthusiasm regarding nitro coffee in the US, and we saw a shift coming over to Europe,” said Kendall Griffin, communications manager, beverage can, Ardagh Group.
“We recognized there was a lot of opportunity for brands to take the nitro coffee experience that consumers are used to having in these coffee cafes and taking it to the home environment.
‘What’s particularly interesting about nitro coffee is it’s not just about the coffee; not just about the pour; the experience starts with the opening of the can’
Kendall Griffin
“The can is often seen as the on-the-go packaging. But we want consumers and brands to recognize the can is also great packaging for at home. And the nitro coffee can is a great opportunity to explore that.”
Ardagh is currently focusing on the nitro coffee experience but believes the nitro can has plenty of potential to move into other beverage categories in the future: juice and energy drinks, for example.
“We really feel that nitro coffee is just the first step.”
