The coffee shelf is getting bro’d out.
Fast-growing cafe chain Dutch Bros. is launching an ambitious cross-format push into retail, enlisting supplier Trilliant to produce a full slate of innovation set to hit shelves in January.
Amidst surging interest in beverage-focused store concepts, the Arizona-based drive-thru chain has been one of the hottest names in foodservice, with plans to add roughly 200 stores per year through 2029. Though still dwarfed by national players Starbucks and Dunkin’, the brand is hoping its loyal fanbase and strong current momentum can give it a foothold in the category across channels.
For its retail debut next year, the brand is diving in full-force, starting with a five-SKU line of indulgent, dairy-based, ready-to-drink lattes in 13 oz. glass bottles, a format that makes clear its intention to battle for both refrigerated and ambient shelf space with Starbucks Frappuccino; on the premium end, there’s California-based Equator Coffee doing lattes in glass, too, though those are cold-chain..
Each variety is directly inspired (as noted on front label) by one of Dutch Bros. signature drinks, though names have been simplified for the retail brand; Golden Eagle (Espresso, Caramel & Vanilla Breve with Caramel Drizzle) is now Vanilla Caramel Iced Latte, for example.
Other adaptations include Chocolate Macadamia Nut Iced Latte (Annihilator), Caramel Mocha Iced Latte (Caramelizer), Irish Creme (Kicker) and Coconut Mocha Iced Latte (Cocomo). Expect to find them at Walmart and Albertsons in January, selling for $3.99 each.
Brand reps noted that, unlike Starbucks’ RTDs, these won’t be sold in Dutch Bros. locations, as the cafe service is already calibrated for on-the-go consumption. They will, however, be seeded in regions where the chain has a presence, with the idea that existing Dutch Bros. fans will help drive initial pick-ups and spread the word. “Remix Your Energy With Dutch At Home” was the working tagline showcased at NACS, where the brand shared space with high-protein milk Nurri within copacker Trilliant’s expansive booth.
There’s no pacing of innovation here: the glass bottles will be complemented in January with 48 oz. multiserves (screw-top cartons), 28 oz. creamers, plus bagged and K-Cup coffees (available in 10 and 32-count boxes). The five flavored SKUs carry over into those lines, but the coffees also get unflavored light, medium and dark roast options as well.
Even in launching a full slate of products, Dutch Bros. may not be done yet. Outside of coffee, the chain has been growing its Rebel energy drink offerings, which could theoretically transition to RTDs next.