Kahlúa shakes up ready-to-drink category with new product

Kahlúa’s latest launch is set to shake up the ready-to-drink (RTD) category; the new product, Nitro Cold Brew, offers consumers coffee cocktails ‘without the need to compromise on time or taste’.

Nitro Cold Brew has been designed to satisfy the market demand for coffee- and spirits-based RTD offerings, and will complement Kahlúa’s existing Espresso Martini RTD. The new product is a coffee cocktail made with rum, coffee liqueur, and 100% Arabica cold brew coffee, steeped for at least 18 hours.

The packaging has also been created with a nitro widget, meaning the cocktail can be poured in under three seconds.

Research from Kahlúa suggests that over half (56%) of Americans are drinking more coffee than they used to, which comes alongside the rapid growth of the spirits-based RTD market: expanding by 78% year-over-year, the RTD category is now worth $315 millon in the US alone.

Kahlúa hopes to tap into this growth with its new product, which it says is perfect for a wide range of consumers: whether it's the sun-worshipper, the pro-BBQer, or the after-hours coffee sipper, the Nitro Cold Brew is designed to appeal to a diverse audience.

Troy Gorczyca, US brand director at Kahlúa, commented on the launch: “The data shows that the popularity of RTDs is continuing to grow rapidly, and as coffee cocktail culture progresses into the RTD category, Kahlúa Nitro Cold Brew is the perfect marriage. Tapping into the desire for convenience without compromise - it’s the best of both worlds.”

Kahlúa Nitro Cold Brew is 4.5% ABV and is available nationwide from 1st July 2020 at Kroger’s, Albersons, Total Wine and more.

20 July 2020 -