Not too long ago, one of my relatives shared a meme on social media that stated, “The fact one must make coffee without having first had coffee is proof we live in an unjust, chaotic universe.” My response noted that this is why I opt for cold brew coffee as I can just pour and enjoy. My affinity for cold brew coffee aligns me with what Caleb Bryant, associate director of food and drink at Mintel, has identified as part of the fourth wave of the U.S. coffee market.
In an Aug. 23 blog post titled “Coffee enters its fourth wave: What it means for retail and foodservice coffee brands,” Bryant details that cool brews, bottom up innovation and new approaches to coffee marketing are making up this fourth wave.