When Culture Club released its 1983 single “Karma Chameleon,” the song instantly became a global sensation. Although not yet on the global scale, Austin, Texas-based Chameleon Cold-Brew with its array of refrigerated ready-to-drink (RTD) cold brew and coffee concentrates has become a “hit” in the beverage market.
According to Chicago-based Information Resources Inc. (IRI), Chameleon Cold-Brew’s self-titled black cold-brew coffee concentrate is the No. 1 brand by sales, generating $2.7 million, a 302 percent increase year-to-date in the national refrigerated coffee concentrate segment. Meanwhile, in U.S. supermarkets, drug stores, mass merchandisers, gas and convenience stores, military commissaries, and select club and dollar retail chains, its full lineup of coffee concentrates are No. 3 with $1.6 million in sales, a 210 percent increase, in the 52 weeks ending May 15.