Concentrated Coffee Is The Buzzy Trend You Need To Know About

Concentrated Coffee Is The Buzzy Trend You Need To Know About

Palo Hawken was not a coffee drinker. The artist, inventor and serial entrepreneur had spent most of his life not drinking coffee. Still, he co-founded a coffee concentrate brand. Now he drinks Jot, which launched this past April, at least once if not more per day and he’s betting consumers across the country will too.

“It’s like having a little bottle of espresso without the machine or all the cleanup,” Hawken said. 

Coffee concentrates are having a moment. While options from brands including Stumptown and Chameleon Cold Brew have been around for years, new versions are popping from Jot, Starbucks

SBUX
, and more. Starbucks, which recently launched its Cold Brew Concentrate line available at groceries nationwide, sees them as helping consumers get closer to making barista-style drinks at home. Something that, according to a survey the company did with Edelman Intelligence on behalf of Nestlé, 81% of coffee drinkers wish they could create.

Coffee concentrate is exactly what it sounds like concentrated coffee. While exact brewing methods vary, it’s generally beans that have been ground and then put through a slow extraction process using cold water. For Jot , which is building direct relationships with coffee growers, the process starts with organic, fair-trade beans. In general, coffee concentrates have more caffeine than regular iced coffee, made from traditionally brewed coffee. They also tend to be sweeter and while often served cold, most coffee concentrates can be made into a hot beverage or used as an ingredient in desserts.

Lucky Jack, which launched its espresso concentrate in 2018 and will have a new flavor out this summer, suggests pouring theirs over ice cream for an indulgent treat. Tammy Huynh, the CEO of Omni Bev, which launched in 2019, created a cold brew, sweetened with condensed milk, a nod to the Vietnamese coffee she grew up with.

While Omni Bev is available in select retail stores, the brand, like Jot, is primarily focused on direct-to-consumer sales.

“We wanted to own that consumer experience,” said Jot co-founder Andrew Gordon. “It gives us more control over the quality and freshness.”

Sold in 6-ounce bottles, a tablespoon of Jot mixed with your favorite liquid, such as oat milk and ice is all you need for iced coffee.

“This little bottle comes to your front door, and it can replace so much gadgety,” said Hawken.

Happy sipping


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