Nitro coffee cans offer coffee brands the opportunity to reach newer and broader audiences as demand for variety in beverage options continues to grow, especially among younger generations.
Nitro coffee is a unique combination of cold brew coffee and nitrogen gas infusion. It is served either via liquid nitrogen dosing during RTD canning or through a nitro on-tap system in a café or bar.
The resulting rich and creamy texture, created by tiny nitrogen bubbles, is similar to Guinness and elevates the consumer experience with no need for additives like flavoured syrups or sugars.
This means that offering nitro coffee cans in your product lineup can help you appeal to newer, younger consumers by matching two primary coffee consumption trends: healthier coffee products and innovation and variety in beverage choices.
We spoke with D.J. Smith, chief marketing officer and creative director at Just Love Coffee Cafe, to learn more about how nitro coffee cans can help businesses reach new customers.
Consumers want more variety from their coffee brands
According to a 2024 study from Fortune Business Insights, the global cold brew coffee market is expected to grow by 22.67% on average per year to 2032, which would mean it could be worth more than $16 billion in less than a decade’s time.
RTD coffee growth exploded during and after the COVID-19 pandemic. Individuals had to replicate their cafe or coffee shop beverage experience at home and viewed RTD products as a reliable and convenient way to do so.
Furthermore, consumers were more inclined to try new and innovative coffees, thanks partially to the variety of RTD coffee products available when they couldn’t visit cafés.
Since 2020, more manufacturers have innovated with their RTD portfolio, using new flavours and technologies designed to improve both quality and convenience.
For example, in 2022, Starbucks and Nestle partnered to launch a diverse line-up of new RTD coffee products for expanding markets. Two years later, they added a protein RTD range, specifically to offer consumers a beverage “that can be enjoyed on the go to support active lifestyles.”
Meanwhile, Tim Hortons’ Chinese franchisor, Tims China, partnered with Oatly in 2023 to offer a co-branded oat milk RTD to consumers looking to “drink on the go or from the comfort of their own homes”.
Younger consumers are the driving force behind these RTD trends – over 37% of millennials and Gen Z customers drink cold coffee daily. Reflecting this, a 2023 Starbucks earnings report showed that as many as 75% of its US sales were cold drinks.
Why do nitro coffee cans specifically appeal to customers?
Offering an RTD nitro coffee option is clearly an excellent way for coffee brands to appeal to new customers and capitalise on active trends in the global coffee market.
Alongside an increasing demand for innovation among RTD products, younger consumers are also prioritising healthy, low-sugar alternatives to traditional sugary sodas and energy drinks.
This is where nitro comes in. Nitrogen bubbles in RTD give the drink a sweeter, creamier mouthfeel. As a result, it is more accessible for many consumers than hot black coffee but still contains no sugar, sweetener, or flavouring – as is the case with Nitro Cold Brew Classic, for example.
For a younger consumer base that prefers natural flavours and products that are mainly free of artificial additives and preservatives, nitro coffee is a clean food product that does not need to be artificially enhanced.
But what about younger consumers who have more experience with third wave coffee culture?
There are answers for them, too – at Hardtank, for example, we offer a Nitro Cold Brew Panama Geisha, a high-quality single origin beverage with delicate floral notes.
For example, US specialty coffee roaster Verve offers a similar product – an Ethiopian single-origin, flash-brew nitro coffee that naturally presents citrus and black cherry notes.
Similarly, Norwegian coffee guru Tim Wendelboe partnered with Alchemist Coffee Company to create the “Warenew” single origin nitro coffee. This light-roasted, sweet, and fruity beverage draws its flavour from specialty-grade coffee, not artificial additives.
Altogether, this shows that nitro coffee cans can be adjusted and customised in many different ways. For example, their versatility makes them a great way to reach a range of different audiences, including those driving all the movement in the RTD market.
The importance of branding and packaging for consumer appeal
Alongside health-conscious consumerism, the way that your products are packaged and branded is essential when converting new customers or retaining existing ones.
Millennial, Gen Z, and incoming Gen Alpha consumers have higher packaging and sustainability expectations than previous generations. They demand innovative product approaches, especially for branding and packaging.
“To level up your branding game, you really need to take the time to look intently and objectively at your brand. You have to get out of your own head and into the head of the customer,” D.J. says.
“What would you like your branding to say to the customer? How do you want them to think about you or feel about your business? If a coffee shop wants to be a third-wave, purest brand, be that to your customers. If you want a more fun-loving brand targeting a younger demographic, be that instead.”
According to SmashBrand, key packaging selling points for modern audiences include sustainability claims (e.g. organic, non-GMO, sustainably sourced), corporate social responsibility credentials, and recyclable, compostable or reusable receptacles.
However, high-quality packaging and branding require the right equipment and expertise, which are often expensive and unachievable for smaller businesses or those new to the industry.
A good option is to work with a private label RTD partner who can create and package your products to the highest standards in the safest environments, helping you ensure your products match your brand expectations.
Collaboration and trust are crucial to a successful private label nitro coffee partnership, as D.J. explains.
“When working with a packaging supplier, it’s essential to take time to explain your brand to them. While they are not necessarily experts in branding, having them understand what your brand stands for and what it is trying to accomplish will help you achieve your goals.
“This is especially important if they are doing the creative work on your packaging. And don’t settle. Just because they say you should go a certain way, you still need to look at it through the lens of your customer and your overarching goals as a brand.”
Partner with Hardtank for private label nitro coffee cans
The growing number of young people looking for innovative, exciting cold brew coffee beverages requires businesses to react quickly and confidently to market trends.
Partnering with Hardtank allows you to create your own private label RTD nitro coffee cans, personalised and customised with your colours, logos, and claims, to ensure a truly unique product via a collaborative, transparent process.
Plus, we offer low MOQs and pricing to help you get started, faster lead times to keep you agile, and expansive capacity to ensure we scale alongside you as you grow.
To learn more about Hardtank private label nitro coffee cans, visit our website or contact us directly.
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