Posted: May 22, 2014 at 3:28 PM
(Last Updated: Jan 20, 2016 at 1:18 PM)
The Double Espresso variety of High Brew is a blend of cold brew coffee, reduced fat milk, and sugar (along with pectin, natural flavors, and preservatives). Despite those latter two ingredients, this product is not overly milky or sweet and instead is very much a coffee first product. As for the coffee, it’s bold and enjoyable, although it doesn’t taste like traditional cold brew -- or a double espresso, for that matter. There is a slight burnt flavor to the product, which is certainly related to the dairy and pasteurization that was used to package this product. Still, the coffee flavor is very good and, compared with the other flavors that use stevia, the most enjoyable of the bunch. All of that being said, this product is much more in the space occupied by Starbucks Frappuccino and Doubleshot than it is in burgeoning cold brew coffee space. From that perspective, the challenge is certainly to convince those consumers that they want something that is positioned as higher end and more focused on the coffee (rather than sugar, milk, or flavoring). The company has done a nice job of crafting a package that feels like a serious coffee-oriented drink (although they obviously don’t have a brand as strong as Starbucks). The branding is clean and approachable, with a slightly retro design that works well with the notion of cold brew. But we’d love for High Brew to stay focused on cold brew and remove the “Double Espresso” from the name (“Original” would probably suffice). Overall, this is an enjoyable product that is a nice flagship for the brand.