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MillerCoors and Le Colombe Join the Hard Coffee Trend

The world of coffee is popular and ever-changing. Currently, we are experiencing some changes I never thought would take place.

While scrubbing the net for coffee recipes, I stumbled upon coffee colas and now hard coffee. Coffee and cola seem to be the easier pairing of two beverage styles. I did not foresee hard coffee being a thing but that could be because I am not a drinker.

In 2017, Larry’s Cold Hard Coffee was the first to put hard coffee in a can. Then in earlier 2019, Pabst Blue Ribbon was the first well-known company to work at a hard coffee beverage.

The ready to drink beverages is the present trend in coffee with Starbucks seemingly leading the way. MillerCoors has decided to dabble in the hard coffee market with Le Colombe, a Philadelphia based company.

According to Roast Magazine, both companies worked together on developing the beverage and marketing that focus on the quality of the coffee. The coffee beans are roasted medium and are sourced from Brazil and Colombia. It is interesting enough to know that Colombian bean is decaf to help offset the amount of caffeine in the drink.

Sofia Colucci, who is the Vice President of Innovation at MillerCoors, gave a statement about the partnership. 

“They bring deep expertise in the category and their focus on quality sourcing, roasting and innovation made them the perfect partner,” said Colucci. “Millennials are constantly looking for new products to complement their active, busy lives. La Colombe Hard Cold Brew Coffee does exactly that.”

Well, if you’re a millennial or just want to try it out, you can grab a can in the Boston, Denver, and Florida markets. The cans are 9 ounces and only come in two flavors, ‘Black or Vanilla.”

Let me know in the comment section below. What are your thoughts on this new trend of hard coffee?

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