CAFF Cold Brew Coffee: CAFF Cold Brew

CAFF is a ready-to-drink cold brew coffee that is made by hand in Brooklyn, N.Y. It all starts with 100 percent Arabica beans that the producer sources from Brazil and Honduras using direct trade. From there, the coffee is steeped in water for 24 hours and the resulting liquid filtered twice bottled. The beverage is something that’s bold, but very smooth, with, as the label accurately states, a chocolatey caramel finish. All in all, this is some fine tasting cold brew with clean execution. As for the packaging and positioning, the company has chosen to use a 32 oz. dark amber glass bottle. This is the same bottle and one-color label style that’s being used for dozens of cold brew products, both in wholesale distribution and those that are being sold at upscale coffee cafes around the country. That said, it’s hard to look at CAFF and not have the feeling that you are looking at something that’s a commodity product. While it’s polished, it’s not offering something that’s obviously unique. This isn’t to say that CAFF isn’t worth your money (it’s definitely a great tasting product) or that the product won’t be successful, but rather that the company will have to work a bit harder to build a loyal base of consumers. Overall, this is a very enjoyable product, but we feel as though newcomers to this category like CAFF need to be adding something to the category that isn’t already available.