Peet’s Coffee rides third-wave coffee trend with expansion of RTD cold brew to rest of California

03-May-2017 - Last updated on 05-May-2017 at 10:01 GMT

In addition to state-wide distribution, Peet's has refreshed its packaging for its RTD cold brew coffee with PET bottles.

Peet’s Coffee is expanding distribution of its RTD cold brew coffee to the rest of California through a new DSD (direct store delivery) network called Coldcraft.

The company’s cold brew coffee has been available in San Francisco and has a 30% market share of the city’s single-serve refrigerated cold brew. Since launching in July 2016 in Peet’s coffeebars and other retail locations, the RTD cold brew coffee line has grown by double digits, the company said.

Under this new business unit, Peet’s and its third-wave coffee making subsidiary Stumptown Coffee Roasters RTD cold brew coffee will be delivered chilled by its own DSD network.

“Coldcraft is in direct response to our immense success with cold brew,” Tiffin Groff, VP and General of Coldcraft, told BeverageDaily.

“Essentially we are starting off with a combined 40% market share of single serve refrigerated cold brew in the SF Bay Area with Peet’s and Stumptown,” Groff said.

“With the support of Coldcraft, we can extend the reach of our RTD product across all of California. Our aim is to conquer the state before considering future markets to enter.”

New packaging and product launch

Peet's will also add an almond milk cold brew coffee to its product line which already includes Baridi black cold brew, coffee au lait cold brew, and dark chocolate cold brew.

The company has also updated its packaging by transitioning from carton offerings to 10.5-ounce recyclable PET bottles. Baridi Black however will remain in glass.

Each of the Peet’s four RTD cold brew coffee beverages retail for $3.99 per bottle.

“Our new packaging allows for the increased portability of our product, as well as honoring our heritage with a design aesthetic that nods to some of the art found at origin farms,” Groff said.

Peet's is also introducing Nitro Cold Brew on tap kegs that will pour nitrogenated coffee. Nitro will be available in select Peet's coffeebars, stadiums, colleges, universities, and more locations to come throughout the summer.

“With new cold brew drinkers joining coffee connoisseurs already on board, we anticipate rapid growth from this category,” Groff added.