Cold Brew Craze: Why Consumers Are Opting for Cold Brew and How It's Transforming the Coffee Culture

Cold brew coffee has taken the beverage world by storm, gaining remarkable popularity in office spaces and workplaces around the globe. This innovative brewing method has captivated the taste buds of coffee lovers, offering a refreshing and flavorful alternative to traditional hot coffee. However, cold brew isn’t just limited to the early mornings or the mid-day lulls of the workplace. With the summer heat kicking up a notch along with its rising prominence, it's essential to understand the concept of cold brew coffee, the reasons behind its widespread appeal in various environments, and how to maximize its versatility. From flavors to convenience, the smooth and refreshing nature of cold brew is unique to every consumer. The extended steeping time in cold water minimizes the extraction of certain compounds that contribute to an acidic and bitter taste that is addicting and rising. From young consumers who love its trendy taste as a hot coffee alternative to experienced workplace professionals who enjoy purchasing the affordable luxury for its premium taste and health benefits, cold brew coffee is THE beverage on the market to steep, strain, customize, and enjoy.

Defining Cold Brew and its Benefits

Cold brew coffee is known for its exceptionally smooth and mellow flavor. The slow extraction process reduces the acidity commonly found in hot brewed coffee, resulting in a less bitter and more balanced taste. As Japanese coffee enthusiasts discovered in the 1600s, by submerging coffee grounds (similar to how one steeps tea leaves) for 12-24 hours in room temperature water or cold water, you create a rich coffee concentrate known as“cold brew concentrate.” This concentrate is then diluted with water, adding more or less water depending on the cold brew strength and caffeine levels desired. Different from hot coffee through its temperature, brewing process, and acidity, cold brew coffee also has a higher caffeine content due to the extended brewing time that allows for a greater extraction of caffeine from the coffee grounds, providing a potent and invigorating kick to help office workers stay focused and energized throughout the day. However, cold brew coffee is not to be confused with iced coffee although their temperatures are parallel. Iced coffee, quite simply, is hot coffee that has been cooled, then poured over ice. It can be brewed as any other hot coffee would be brewed. Whether you’re using an auto-drip coffee machine, french press, pour-over, etc. this coffee can be chilled and paired with ice cubes, leaving you with iced coffee. 


Who Loves Cold Brew?

As mentioned, the detail-oriented extraction process of cold brew coffee delivers a mellow taste workplaces love. Providing a boost of energy, cold brew is beloved by CEOs, athletes, doctors, and everyday folk as the staple everyday beverage customizable for how you like it. Cold brew has seen a sharp increase in consumption amongst younger consumers who believe cold coffee drinks are more convenient and more flavorful than hot coffee drinks because of its indulgent and less-sweet nuanced flavors. According to a 2021 Mintel report, “RTD coffee remains a fast-growing beverage category, with sales projected to surpass $5 billion by 2023” as 60% of generation-Z customers drink ready to drink cold coffee compared to 49% who drink brewed ground coffee. Although hot coffee will remain the most consumed coffee format, cold brew coffee has surged in popularity due to its flavor profiles, convenience, and caffeine levels. In addition to younger consumers, cold brew is also popular amongst the generation-X profile born between 1965 to 1981. Having established their careers, those in the gen-X category tend to focus more on their personal finances and spending due to having a higher income than most young consumers. More concerned with how they spend and save, cold brew is the perfect affordable luxury for gen-X consumers who are looking for a refreshing coffee profile different from the daily hot cup of joe. In fact, gen-X customers tend to be more fond of the less-acidic flavor of cold brew as opposed to younger consumers who prefer sweeter add-ins such as cream and sugar.

Why Cold Brew?

After steeping, straining, and serving it’s time to enjoy the many benefits of cold brew coffee! Along with its convenience and flavor, cold brew coffee offers the same and even more health benefits as hot coffee according to nutrition expert Frank Hu of Harvard T.H. Chan School of Public Health who says “cold brew may even be healthier than regular coffee because it’s less acidic than regular, many people may find it tastier and thus have less need to mask the acidic taste with calorie-laden cream, milk, and sugar.” Just like hot coffee, cold brew coffee has the ability to boost your metabolism as caffeine consumption is linked with metabolic rates. According to RealSimple and Healthline, one’s metabolic resting rate can increase up to 11%! In addition, cold brew has the unique ability to reduce heart disease due to its heart-healthy compounds of magnesium, anti-inflammatory agents, and antioxidants such as chlorogenic acids (CGAs) and diterpenes. However, people with uncontrolled blood pressure should stem away from coffee consumption in general to avoid further elevated levels. 

Cold brew coffee's emergence as a popular and versatile beverage has captivated the taste buds of coffee enthusiasts and continues to make its mark in the daily life of its large consumer audience. Its smooth and less acidic taste, higher caffeine content, and adaptability in various forms have propelled its rise in popularity. Making cold brew is one of the many reasons cold brew coffee has grown from a trend into a staple in the beverage industry that we at Commonwealth Joe are proud to serve. As consumers embrace the world of cold brew, its presence in office spaces continues to grow, elevating the coffee experience for employees and creating a vibrant workplace culture. The health-conscious and flavor-seeking preferences of consumers have driven the demand for cold brew, and its seamless integration into daily routines and various settings makes it a beverage of choice. Businesses love and continue to use Commonwealth Joe as their trusted partner in fueling their success because of how easy it is to call and order a keg delivery of your favorite beverages (and we have many) right to your office door on time with no questions asked. We encourage you to get in touch with our sales team by scheduling a call, filling out a webform, or sending an email to so we can energize you and your business!

By: Benjamin Do 

Blog post assisted by ChatGPT. 

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