Despite lukewarm demand in some regional markets (Technomic data regularly finds that familiarity with up-and-coming coffee trends incubates on the East and West coasts), space constraints for necessary equipment and the extra time and labor involved at the store level, the general appeal of cold-brew coffee is strong.

The c-store customer is sending a message: Educate me about what makes this coffee different, and you’ll get me into the store to buy it. Retailers who creatively talk about cold brew’s point of differentiation are in an advantageous position to drive familiarity while capitalizing on a beverage trend with real traction.