The company’s new instant coffee blends the signature NOLA flavor profile of coffee and chicory made from instantly dissolvable aromatic granules. Ray explained that current coffee trends around iced coffee aligns well with Blue Bottle’s instant coffee.
"Guests’ preference for cold and iced beverages is driving our thinking," Ray said, highlighting how NOLA instant coffee reflects the growing demand for convenient and refreshing coffee options.
“Within the last decade, the preference for iced beverages has soared so much that it is no longer just a trend – it is how people are consuming coffee. …The global cold coffee market is expected to increase by 22% year-on-year to around $1.4 billion, she added, citing research from Perfect Daily Grind.
Challenging misconceptions around instant coffee with convenience, quality
Instant coffee has often been perceived as lower quality compared to freshly brewed coffee, Ray said.
However, Blue Bottle is challenging this notion by aligning with “evolving consumer habits, particularly recognizing our guests' active lifestyles," and “all that is left to do is add water and milk" to the brand’s "same specialty-grade coffee as our whole bean offerings," Ray explained.
She continued, "Instant coffee enables us to meet people wherever they are. Although instant coffee often carries a stigma and the misconception that it compromises on quality and flavor, Blue Bottle is redefining the instant coffee experience through our commitment to quality and with our distinct approach to soluble coffee."
Instant coffee, both liquid and powder, has seen a surge in popularity, driven by its convenience compared to ground or whole bean coffee. The U.S. instant coffee market size was valued at $5.78 billion in 2022 and is expected to grow to $8.06 billion by 2030, exhibiting a CAGR of 4.28% during the forecast period, according to Fortune Business Insights. This growth is driven by the increasing number of on-the-go coffee drinkers seeking convenient and affordable options without sacrificing quality.
Instant coffee complements Blue Bottle's NOLA portfolio as a 'simple and convenient' option
The NOLA Craft Instant Coffee Blend complements Blue Bottle’s existing offerings by providing a convenient option that does not compromise on taste, Ray said, highlighting its ease of use for iced coffee.
"NOLA Craft Instant Coffee Blend is designed for anyone seeking a simple and convenient way to enjoy a sweet, but not too sweet, iced coffee beverage without the need for brewing equipment or expertise," she said. She added that it targets both existing customers who already love the NOLA flavor and new customers curious about specialty coffee but find it intimidating. Additionally, the single-serve size provides consumers with an on-the-go benefit.
Ramping up in-person and digital marketing
To reach its target audience, Blue Bottle is marketing digitally and in-person.
"Blue Bottle is utilizing its owned social channels, ecommerce site, as well as in-cafe presence to amplify the launch of NOLA Craft Instant Coffee Blend," Ray said. Additionally, the brand is embarking on a NOLA Truck Tour, appearing at global summer hotspots in South Korea, Mainland China, Japan, California and New York, she said.
'Distinctive new packaging' to reflect NOLA product line
The packaging of NOLA Craft Instant Coffee Blend is designed to stand out on retail shelves, Ray said.
"NOLA Craft Instant Coffee Blend features distinctive new packaging as part of the refreshed look of our existing NOLA product line," she said.
The design, created in collaboration with King & Partners, uses hazy blue hues to reinforce the connection to Blue Bottle Coffee and reflect the summer season, in addition to a soft-edged logomark with flowing lettering to evoke “the creaminess of the drink” that is paired with the “rhythmic, poetic typography” to symbolize its New Orleans musical roots.
