As a result of the ready-to-drink coffee boom, alcohol companies are attempting to tap into the trend. Jägermeister, Jameson, and Pabst Blue Ribbon are some of the biggest names dipping their toes in the space, but there are several coffee-flavored vodkas, rums, and liqueurs on the market.
“Accurate sales figures are not yet available, but the initial buzz on social media ranges from bemusement to excitement. Even if hard coffee stays a niche drink with a small, loyal clientele, expect to see more varieties join the fray. Given the success of hard seltzer, producers eager to grow their profit margins are looking to the non-alcoholic space for inspiration,” writes John Holl.
Source: Wine Enthusiast, February 2020