Starbucks debuted Nitro Cold Brew, significantly changing the landscape of cold coffee beverages. By infusing nitrogen, this creation offers a unique experience, characterized by its creamy texture and smoothness. Cold brew is acknowledged as a disruptive beverage itself, but Nitro Cold Brew elevates the ritual for consumers. The launch necessitated operational changes across staff training, sourcing, and marketing strategies. Social media engagement played a pivotal role, highlighted by customer-driven content and initiatives like the "Nitro Cold Brew Challenge," fostering consumer intrigue and participation.
Infused with nitrogen right at the tap, Nitro Cold Brew pours like a Guinness-cascading, creamy, and crowned with a dense, velvety head. Starbucks states the nitrogen infusion enhances the smoothness, gives a natural sweetness, and creates a texture unlike any typical iced coffee.
The launch of Nitro Cold Brew required a new playbook for everything from staff training and sourcing to marketing and menu design. Industry insiders view cold brew and nitro cold brew as separate beverage categories, emphasizing their distinct sensory and technical differences.
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