New York-based illycaffè introduced illy Cold Brew Ready-to-Drink, a smooth and balanced, naturally sweet with minimal acidity coffee, the company says.
"illy Cold Brew Ready-to-Drink reflects our desire to provide consumers many other occasions to enjoy the taste and the quality of illy coffee, keeping in step with modern consumption trends," said Massimiliano Pogliani, chief executive officer of illycaffè, in a statement. "Our new cold brew is more than ready to drink. It is ready for more people to discover the pleasure of illy coffee, in more places, wherever life's adventures may take them."
illy Cold Brew Ready-to-Drink will debut at the 2020 Natural Products Expo West, which is March 3-7 in Anaheim, Calif. The RTD coffee will become available in April at retail, illy branded cafes and at illy.com, at a suggested retail price of $3.49 for an 8.45-ounce can. illy's network of North American distributor partners service on- and off-premise customers across retail, online, hospitality and corporate channels.
The rollout will be supported by advertising, social media promotion and experiential events, including a premier sponsorship of BottleRock, the culinary and music festival in Napa Valley and known as the "first taste of summer" from May 22 to 24. As the festival's official coffee, illy partners, customers and festival attendees can look forward to an integrated illy experience in an ideal premium setting including a chance to win a VIP trip to BottleRock starting March 16th at www.illy.com/bottlerockvip.
The illy Cold Brew Ready-to-Drink joins to the brand's current lineup of five ready-to-drink coffees: Café, Café Unsweetened, Café Latte, Cappuccino and Mochaccino. All varieties are made from all-natural ingredients with no preservatives, added colors or flavors, and are packaged in slim aluminum cans, the company says.