There was a time when coffee was served in just two ways: black or with cream. However, today’s coffee enthusiasts often enjoy their beverages with a hint of bourbon, thanks to a new collaboration between White Coffee and Jim Beam that eliminates the middleman while delivering the same rich flavor. Adults have increasingly embraced the blend of alcohol and coffee, as evidenced by the growing market for wine-infused and spirit-infused coffee options. These innovative combinations are unlikely to be the last.
According to the National Coffee Association of America, 48% of U.S. coffee drinkers perceive their coffee as specialty, indicating a robust market for beverages that offer more than the standard flavors. Notably, 35% of individuals aged 18 to 24 reported consuming specialty coffee daily. In total, Americans drink an estimated 400 million cups of coffee each day, and it is likely that many of these cups include ingredients beyond just cream and sugar. It makes strategic sense for companies to tap into this trend, especially if the taste meets consumer expectations.
Jim Beam has already demonstrated its ability to succeed in collaboration with Vita Foods on various non-alcoholic products, such as barbecue sauce, hot sauce, pancake syrup, and glazes. This experience allows Jim Beam to further diversify its offerings, and entering the coffee market appears to be a natural progression in its broader ambitions. Just as some consumers believe that calcium citrate is better than calcium carbonate for their health, coffee drinkers are continuously seeking superior flavor experiences, which bodes well for innovative products that combine coffee and bourbon. The integration of these two beloved beverages could redefine what specialty coffee means, appealing to a growing audience eager for unique flavors.