Carolans Launches First Irish Cream Cold Brew
Cold Brew is a hot trend in the beverage space today Well-known brands like Starbucks and Dunkin, along with spirit brands like Jägermeister and Jameson, have entered the fray with their own takes on the beverage.
In May, Carolans Irish Cream will launch the first Cold Brew variety in the Irish Cream space. The brand’s second line extension, following Salted Caramel’s introduction in 2019, will be available nationally right out of the gate. With one in four consumers already mixing coffee with their Irish cream, Carolans Cold Brew is a natural fit for the consumer and the Carolans portfolio.
“Carolans Cold Brew is deliciously fun from the first sip. Crafted from the Original Carolans Irish Cream base, the cold brew flavor delivers a new depth of flavor experience that will delight existing fans and newcomers alike,” said Hannah Venhoff, Heaven Hill Brands Group Product Director. “As the second-largest Irish Cream, we are consistently seeking to amplify Carolans through consumer-relevant innovation that builds upon a strong portfolio and offers consumers new opportunities to make new memories with Carolans.”
At launch, markets will run distribution and display programming in top Carolans Original and Salted Caramel accounts to build the Carolans shelf presence and generate excitement for the brand family. Distribution will include independent accounts, as well as national chains where Carolans already has a strong foothold today.
The Rise of Cold Brew
In 2019, Grand View Research estimated the global cold brew market at $339.7 million, projecting over 25% five-year growth for the category. Considered a handcrafted, premium product, Cold Brew holds high appeal primarily to Millennials seeking a convenient, easy-to-drink beverage alternative.
Traditionally a coffee beverage, cold brew coffee is steeped in room-temperature water for six to 20 hours to make a concentrate that can be diluted with water and served over ice. Today the coffee beverage is available for purchase in coffee shops and grocery stores and can be single serve or purchased in cartons or cans of concentrate.
Cold Brew and the Cold Brew flavor have grown in popularity over the past 10 years and have since also gained traction in bars and the distilled spirits world. Last year, Jagermeister and Jameson both introduced Cold Brew lines, first in limited editions. Both are now permanent fixtures in those brand families.
Carolans Main Line Brand Eclipses Category
For Carolans, the timing of a Cold Brew extension is ideal, with the main line brand up 20% on rolling 12-month shipment volume and the opportunity to reach a younger, exploratory consumer ripe in today’s environment.
Outside of Heaven Hill’s shipments, the brand’s growth continues to outpace the Irish Cream category, with Carolans up 33% in control states, relative to competitors’ 21% growth in these markets.
“Consumers recognize and appreciate Carolans for its quality ingredients – honey, higher butter fat and farm-fresh ingredients,” said Hannah Venhoff, Group Product Director. “Meanwhile, we continue to be focused on bringing new consumers to the brand family through innovation and brand building, while continuing to foster the brand’s health today, enhancing and expanding our presence at retail.”
The Arrival of Cold Brew
As part of the Cold Brew launch, Carolans is rolling out advertising in major industry publications Beverage Media, Marketwatch and BIN (Beverage Industry News) during the months of May and June, along with POS (point of sales materials) that take a playful approach to promoting the brand.
The brand team has also updated the Carolans website to promote the extension’s highlights and recipes.
Cold Brew Martini
1½ oz. Carolans Cold Brew
1½ oz. Vodka
1 oz. Espresso
Combine all ingredients in a mixing glass with ice and shake until chilled and frothy. Serve up in a coupe or cocktail glass and garnish with coffee beans.
Some Like It Hot
1½ oz. Carolans Cold Brew
1 oz. Brandy
5 oz. Hot Coffee
Build and serve in a coffee cup. Top with cream if desired.
