EMERYVILLE, CALIF. — Peet’s Coffee, a business unit of JAB Holdings, is introducing Coldcraft, a new business unit focused on expanding the company’s presence in the market for ready-to-drink cold brew coffee. Peet’s initially introduced the cold brew R.-T.-D. concept in the San Francisco Bay Area and is now expanding it to all of California through Coldcraft.
“With the introduction of Coldcraft, we will continue to provide our consumers with new ways to enjoy the high-quality coffee they expect from us,” said Dave Burwick, chief executive officer, Peet’s Coffee. “True cold brew coffee is steeped slowly and, most importantly, requires continual refrigeration all the way to the point of consumption. Using the same model as we do with our bagged bean business, Coldcraft’s refrigerated direct store distribution network will ensure that every bottle of cold brew is as fresh and flavorful as possible when it hits cooler shelves.”
Ready-to-drink products offered through Coldcraft will come in four cold brew varieties, including Baridi black cold brew, almond milk cold brew, coffee au lait cold brew and a dark chocolate variety. The products are available in 10.5 oz bottles and have a suggested retail price of $3.99. The business unit also will feature kegs of cold brew coffee for food service locations, and as part of the Coldcraft launch the company is introducing a nitro cold brew in keg format.
“When we launched Peet’s ready-to-drink in July of 2016, it quickly became the top single-serve refrigerated cold brew brand in the Bay Area,” said Tiffin Groff, vice-president and general manager of Coldcraft. “Building on that momentum, we are widening Peet’s ready-to-drink cold brew availability throughout California in time for summer. We are also excited to add Stumptown, the pioneers in cold brew, to our refrigerated direct store distribution network.”
