Death Wish Coffee adds caramel cold brew latte to RTD line

Death Wish Coffee Co. is expanding its ready-to-drink coffee lineup with a new Caramel Cold Brew Latte. The canned beverage joins the brand’s existing RTD offerings in Mocha, Vanilla and Classic Cold Brew Latte.

The company is positioning the Caramel Cold Brew Latte as a better-for-you option aimed at consumers seeking “natural energy” in an on-the-go format. The beverage is made with 100% Colombian cold brew coffee. The 11-oz slim can contains up to 120 mg of natural caffeine, simple ingredients and no artificial colors or flavors.

“We built Death Wish Coffee by refusing to settle for weak, bitter brews, and we’re done with the idea that convenience requires compromise,” Steve Gardiner, CEO of Death Wish Coffee Co., said in a release.

Why this matters for convenience services operators

• Caramel remains a popular flavor for ready-to-drink coffees, which can help drive repeat purchases.
• Brands offering RTD coffees are leaning into better-for-you health claims as Millennials and Gen Z seek sugar reduction and no artificial flavors in their convenience products. 
• Operators should expect more RTD coffee SKUs competing for cooler space, with “less sugar” and “natural caffeine” becoming common shopper filters.
• Opting for natural caffeine sources for its RTD coffee gives Death Wish Coffee a differentiating characteristic from other RTD brands on crowded shelves. Convenience services operators should consider highlighting the better-for-you and natural caffeine claims with signage if they offer the Caramel Cold Brew Latte.