Twelve5 Beverage Co., Neenah, Wis., has launched REBEL Hard Coffee, a creamy blend of coffee and alcohol, the company says.
REBEL Hard Coffee is available in three flavors: Mocha Hard Latte, Vanilla Hard Latte and Hard Cold Brew. A seasonal Pumpkin Spice Hard Latte flavor will be available beginning this month.
The hard coffees provide a smooth blend of flavor and alcohol, the company says. REBEL Mocha Hard Latte, Vanilla Hard Latte and Pumpkin Spice Hard Latte all feature a 5 percent alcohol by volume (ABV), while REBEL Hard Cold Brew has 4.2 percent ABV.
REBEL was launched to meet an untapped opportunity in the flavored malt beverage (FMB) category, which has seen strong growth thanks to the rise in popularity of hard seltzers, it says. According to market research conducted by the brand, hard coffee is poised to be the next trend in FMBs, with approximately 106 million consumers who drink alcohol and/or coffee having purchase interest in hard coffee. When asked why hard coffee was of interest, around 71 percent of consumers said it was something new and different to try, indicating a desire for variety, the company reports.
The name REBEL refers to the inner rebel of variety seekers who want to drink different and take a break from normal alcoholic beverage options, the company says.
Twelve5 Beverage Company previously released the product under the brand name Brown Bomber. The new REBEL brand will hit shelves beginning this month.
REBEL is currently available in more than 40 states with more being added by year-end, for grocery, drug, mass merchandise, convenience, club, and independent and liquor store sales. The product can be sold as cases, four-packs, and singles.
Seasonal flavors will be released each quarter beginning in fall of 2020.
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