What is the secret of the taste of nitrogen cold brew coffee? Starbucks has made a popular science column

Reporter | Ma Yue

In the summer when the heat waves are unbearable, the demand for iced drinks will naturally increase significantly. This is a good opportunity to compete for consumers and educate the market - including the niche nitrogen cold brew coffee.

Starbucks nitrogen cold brew coffee, called "Nitro Cold Brew", was first launched in the Seattle store in the United States in 2015. It was not until October 2016 that it was launched in the Starbucks Reserve store in Beijing China World Mall and sold in a limited number of stores. In China, it is called "gas-driven cold brew coffee".

However, the relatively high price (RMB 48 in China) and non-traditional taste still leave ordinary consumers confused about this product, such as what is so special about its craftsmanship and how it differs from iced coffee?

In order to introduce more knowledge about coffee to consumers, Starbucks even launched a column - it is not just a simple slogan, but a serious interpretation in a scientific way.

"Cold brewed coffee is not heated during the production process, so it does not taste sour, but tastes sweeter." "Using special machines and equipment to inject nitrogen, thousands of dense bubbles are produced. This is the wonderful nitrogenation effect - ah, little bubbles!" Bill Nye, wearing a white coat and a green bow tie, explained in front of the camera while holding a cup of coffee. He is an American science educator, comedian and host. In the 1990s, his science column on TV was popular all over the United States, making him one of the most well-known science stars.

He even took out props like a chemistry teacher to explain in detail the scientific principles behind the production process of nitrogen cold brew coffee - due to the difference in molecular structure, adding nitrogen can make the drink have a dense, mellow, velvety taste than adding carbon dioxide.

The effort to provide scientific interpretation for the promotion of new products also means that Starbucks has high hopes for this type of high-end cold brew product - it plans to offer this product in more stores in 26 markets around the world.

According to data provided by Forbes in 2017, since the launch of Starbucks' nitrogen cold brew, sales have been growing at a rate of 25% per year. According to market research by Mintel, the sales revenue of cold brew coffee in the United States increased by 460% from 2015 to 2017. "The iced coffee category is heating up," said Sandy Stark, senior vice president of Starbucks' U.S. beverage category and global innovation. "We have always sold iced drinks, but with the launch of nitrogen coffee products in 2015, we see that iced coffee is becoming a year-round beverage and seasonality is weakening."