Illycaffè has unveiled its first ready-to-drink cold brew coffee product, which will go on sale nationwide in the US from April.
Illy Cold Brew Ready-to-Drink is made using the Illy brand’s blend of 100% Arabica coffee, which is then cold-brewed for 12 hours to create the ready-to-drink beverage.
The new drink joins Illy’s existing line-up of ready-to-drink coffee beverages, which includes Café, Café Unsweetened, Café Latte, Cappuccino and Mochaccino.
The launch of the cold brew coffee will be supported by advertising, social media promotion and “experiential events”, including sponsorship of food and music festival BottleRock in May 2020.
Massimiliano Pogliani, CEO of illycaffè said: “illy Cold Brew Ready-to-Drink reflects our desire to provide consumers many other occasions to enjoy the taste and the quality of illy coffee, keeping in step with modern consumption trends
“Our new cold brew is more than ready to drink. It is ready for more people to discover the pleasure of illy coffee, in more places, wherever life’s adventures may take them.”
Illy Cold Brew Ready-to-Drink will be available in 8.45 fl oz cans, with a suggested retail price of $3.49 per can.
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