Cold Brew Coffee Brand: A Complete Guide for Private Label Success

In the fast growing market of cold brew coffee, having a solid brand and attractive, effective packaging can set you apart from the competition. Whether you’re a coffee roaster looking to enter the canned cold brew space, a contract brewer expanding your offerings, or an individual launching a private label brand, this comprehensive guide will help you build a successful cold brew coffee brand.

Who is This Guide For?

• Contract Brewers and Co-packers: Offering label and branding guidance and templates for their customers.
• Individuals Starting a Cold Brew Coffee Brand: Providing insights on branding and packaging.
• Coffee Roasters: Looking to enter the canned cold brew market.
• Designers: Needing guidance on cold brew coffee labels.

Researching Your Competition

Before diving into brand development, understanding the cold brew coffee industry is crucial for your success. Start by analyzing existing cold brew brands, examining their product offerings, pricing, packaging, and marketing strategies. Identifying market gaps and opportunities will help your brand stand out.

Tools to Consider for Industry Research

SEO Research Tools

• Google Ads Keyword Planner: Utilize this tool to discover the search terms (keywords) your audience uses to find products similar to yours. Incorporate local data by adding your city, state, or town to refine your search.
• SEMrush: This comprehensive tool provides insights into your competitors’ SEO strategies, keywords, and backlink profiles, helping you understand what works in your industry and where there are opportunities.

Google Trends

• Search Volume and Trends: Use Google Trends to gain valuable insights into when customers search for your products and how search volume changes over time. This information can help you plan marketing campaigns and product launches.
• Demographic Insights: Google Trends also provides demographic data, showing you who is searching for your products. This information can guide your brand development and marketing strategies, ensuring they resonate with your target audience.

Establishing Your Brand

Brand Narrative / Your Story

Your brand narrative is the story that ultimately connects you with your customers. It’s what makes your brand unique and memorable. Here are some questions to help you craft a compelling brand narrative:

• What inspired you to start a cold brew coffee brand?
• What values and principles drive your business?
• How do you source your coffee beans?
• What makes your brew and process unique?
• How do you contribute to sustainability or community development?

By answering these questions, you can create a narrative that can resonate with your target audience and builds an emotional connection.

Questions to Ask to Help Establish a Good Brand Narrative

1. What problem are we solving for our customers?
2. What are our core values and how do they influence our business practices?
3. Who is our target audience and what are their preferences?
4. How does our product stand out from the competition?
5. What is our mission and vision for the future?

Develop Brand Guidelines

Brand guidelines are essential for maintaining consistency across all marketing materials and communications. They ensure that your brand’s visual and verbal identity is cohesive and recognizable. Here are some benefits of having brand guidelines:

• Consistency: Ensures uniformity in branding across all platforms.
• Professionalism: Projects a polished and professional image.
• Recognition: Helps customers easily identify and remember your brand.
• Efficiency: Streamlines the design and marketing process.

Label Considerations

As the popularity of cold brew coffee continues to rise, so does the importance of clear and comprehensive labeling. Whether you’re a new coffee entrepreneur or a seasoned barista branching into the cold brew market, understanding the key components of a well-designed label can set your product apart and ensure compliance with regulations. Here’s a guide to what your cold brew coffee label should include.

Required Information

• Net Weight – The net quantity (e.g., 12 fl oz, 355 ml) must be included on the front of the package. This helps consumers understand how much product they are purchasing.
• Nutrition Panel – Depending on your market, nutritional information may be required. This typically includes details about calories, sugars, fats, and other nutritional components per serving. Be sure to check the regulations specific to your region.
• Ingredients List – An ingredients list is essential for transparency and consumer safety. For cold brew coffee, the primary ingredients are usually coffee and water. If your recipe includes additional elements like flavorings, sweeteners, or preservatives, these must also be listed.
• Manufacturer’s Contact Information – Include the name and address of the manufacturer, packer, or distributor. This information provides accountability and a point of contact for consumers with questions or concerns.
• Brand Name – The product name should be prominently displayed on the label. This typically includes “Cold Brew Coffee” to clearly indicate what the product is. You might also want to add descriptive terms such as “Smooth,” “Bold,” or “Artisan Crafted” to highlight specific attributes of your cold brew.

Optional Information

• Barcode – A barcode is essential for retail sales, as it allows for efficient tracking and inventory management. Ensure the barcode is clear and scannable.
• Coffee Type and Origin – Including coffee bean type (e.g., Arabica, Robusta) and their origin (e.g., Colombian, Ethiopian) can attract customers interested in specific types of beans or those who seek regional flavor profiles.
• Caffeine Content – Providing the caffeine content per serving helps consumers make informed choices based on their dietary needs and preferences.
• Tasting Notes – Including tasting notes can enhance the consumer’s experience and set expectations for the flavor profile. For example, notes like “Rich Chocolate,” “Citrus Undertones,” or “Nutty Finish” can attract enthusiasts looking for specific taste experiences.
• Special Designation or Certifications (e.g., Organic, Fair Trade, Rainforest Alliance) or specific claims (e.g., Vegan, Non-GMO, Sustainable Sourced, Locally Grown Ingredients), these should be prominently displayed. Such labels can influence purchasing decisions and convey your commitment to certain standards.
• Storage Instructions (not an FDA requirement for shelf stable beverages) – although not required, guidance on storage can be helpful to suggest how the product is best enjoyed. Notes like “Keep Refrigerated” or “Store in a Cool, Dry Place” can be helpful to preserve the freshness and flavor of the cold brew.
• Recycling Icon/Info – Add “Recycle” or “Please Recycle” along with the recycle icon ♻ to encourage recycling, while showing your brand’s commitment to sustainability.

Additional Considerations

Please review the FDA’s Guidance for Industry A Food Labeling Guide

Cold Brew Coffee Terms and Selling Points

• Cold Brew Coffee
• Smooth
• Smooth Black Coffee
• Refreshing
• Freshly Roasted
• Specialty Blend
• No Sugar Added
• Unsweetened
• Bold Flavor
• Artisan Crafted
• Small Batch
• Slow Brewed
• Rich
• Brewed with Care
• Roasted in [Your Location]
• Drink Local
• No Additives
• Ready to Drink
• Bold and Smooth
• Craft Brewed
• Sustainably Sourced
• Brewed to Perfection
• Convenient
• Fresh Brewed

Serving Recommendation Terms

• Serve Chilled
• Best enjoyed in ice
• Pour over ice and add cream if desired
• Enjoy straight from the can or poured over ice
• Great for cocktails

Popular Cold Brew Coffee Bean Types

Arabica

• Tasting notes: Arabica coffee is known for its smooth, complex flavor profile with hints of fruit, floral notes, and a balanced acidity.

Robusta

• Tasting notes: Robusta coffee offers a strong, bold flavor with a characteristic bitterness, earthy undertones, and a higher caffeine content.

Ethiopian Yirgacheffe

• Tasting Notes: Floral, fruity, bright acidity, hints of blueberry, lemon, and jasmine

Colombian Supremo

• Tasting Notes: Balanced, rich, caramel, chocolate, nutty, mild acidity

Brazilian Santos

• Tasting Notes: Nutty, sweet, low acidity, chocolate, mild fruit

Guatemalan Antigua

• Tasting Notes: Cocoa, toffee, spicy, bright acidity, floral, citrus

Sumatra Mandheling

• Tasting Notes: Earthy, full-bodied, low acidity, chocolate, tobacco, spice

Kenyan AA

• Tasting Notes: Bright, fruity, wine-like acidity, blackcurrant, citrus, berry

Costa Rican Tarrazu

• Tasting Notes: Bright, clean, citrus, apricot, chocolate, honey

Honduran

• Tasting Notes: Sweet, balanced, chocolate, caramel, nutty, fruity

Nicaraguan

• Tasting Notes: Sweet, balanced, chocolate, fruit, nutty, medium acidity

Mexican Chiapas

• Tasting Notes: Mild, balanced, chocolate, nutty, bright acidity, sweet

Peruvian

• Tasting Notes: Mild, clean, nutty, chocolate, floral, bright acidity

Panamanian Geisha

• Tasting Notes: Floral, fruity, jasmine, bergamot, stone fruit, tea-like

Jamaican Blue Mountain

• Tasting Notes: Smooth, mild, balanced, nutty, floral, sweet, low acidity

Related Post: The Art and Science of Beverage Label Materials

Conclusion

Building a successful cold brew coffee brand involves careful research, thoughtful brand development, and meticulous attention to labeling requirements. By understanding your competition, crafting a compelling brand narrative, and adhering to clear brand guidelines, you can create a product that stands out on the shelves and resonates with consumers. Whether you’re a seasoned coffee professional or a newcomer to the industry, this guide provides the foundational knowledge needed to navigate the competitive world of cold brew coffee.