illy introduces its first ever RTD cold brew
illycaffè has introduced illy Cold Brew Ready-to-Drink: the only canned cold brew made with illy’s iconic blend of 100% Arabica beans, perfected over 85 years. Aside from its new taste experience, at the product’s core are sustainably sourced beans purchased directly from coffee producers who meet illy’s industry-leading quality standards.
The new RTD adds to the brand’s current line up of five ready-to-drink coffees: Café, Café Unsweetened, Café Latte, Cappuccino and Mochaccino. All varieties are made from natural ingredients with no preservatives, added colors or flavors and are packaged in slim, sleek aluminum cans that echo illy’s other recognizable premium products.
“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,” said Massimiliano Pogliani, CEO of illycaffè.
“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 debut at Booth 5407, Hall E at the 2020 Natural Products Expo West in Anaheim, CA from 3-7 March 2020 and will become available starting in April at US retail, illy branded cafes and at illy.com, at a suggested retail price of $3.49 per 8.45 fl oz can. illy’s network of North American distributor partners service on- and off-premise customers across retail, online, hospitality and corporate channels.
The rollout will be supported by advertising, social media promotion and experiential events, including a premier sponsorship of BottleRock, the culinary and music festival in Napa Valley and known as the “first taste of summer” from 22-24 May 2020. As the festival’s official coffee, illy partners, customers and festival attendees can look forward to an integrated illy experience in an ideal premium setting including a chance to win a VIP trip to BottleRock, starting 16 March at www.illy.com/bottlerockvip.