Builds on buzz around Califia Farms’ fourth wave coffee products, including Nitro Cold Brew, and focuses on democratizing and explaining hottest ‘cold’ coffee trends with wtfisnitro.com
Los Angeles, CA – August 11, 2016 – Califia Farms today announced the launch of its new ‘Better Coffee for All’ multi-channel marketing campaign and website. Designed to build on the growing buzz around Califia Farms’ fourth wave coffee products, including its recently launched Nitro Cold Brew, the campaign’s mission is to democratize and demystify the hottest ‘cold’ coffee trends – and answer, once and for all, #WTFisnitro?
The “Better Coffee for All” campaign, developed with AOR Erwin Penland, includes the microsite wtfisnitro.com - as well as videos, flavor quizzes, a store locator and more. The campaign, which will be deployed across all social media channels, supports this fall’s roll out of Califia Nitro Cold Brew in Whole Foods Markets, Target and other national retailers.
“At Califia, we are very serious about bringing the best possible coffee experience to our consumers, but we want to have some fun while we’re doing that,” said Greg Steltenpohl, co-founder and CEO of Califia Farms. “After all, we believe that everyone deserves better coffee — but not every consumer has the time to stop in at a coffee house to wait for that special cup to brew. Our campaign not only helps consumers understand ‘WTFisnitro’, but it also underscores the fact that our delicious Ready-To-Drink Nitro Cold Brew is for regular, everyday, on-the-go people who also deserve better sourcing, better formulation, better packaging, better technology, and better taste. In short, an accessible, coffee that is not only better for you but also better for your planet!”
Although the cold brew coffee category is experiencing dramatic growth - 115% in the past year with 24% of consumers reporting they are drinking it - only 10% of consumers have tasted nitro coffee. Califia Farms’ “Better Coffee for All” campaign aims to jolt those numbers, according to Califia Farms’ Senior Marketing Director Kaitlin Barton.
“We want to share the crazy cool science behind our innovation with our customers, as well as to go deep on what makes each flavor unique,” said Barton. “By using a provocative and attention-grabbing question as our campaign headline, we hope to educate more consumers on the exciting, delicious ways to enjoy cold brew at home or on-the-go and that it’s a great, non-alcoholic way to imbibe– we want to broadcast loud and proud that breakfast beer is here.”
Califia Farms, has been on the leading edge of the expanding cold brew coffee revolution and is the number one seller of RTD cold brew coffee drinks in the natural channel. The Company launched the industry’s first dairy-free, nitro-infused cold brew coffee latte in June and has been receiving rave reviews ever since. For example, Delicious Living said “Califia Farms nitro cold brew is almost too awesome for words: nitrogen creates mini-bubbles that help the coffee go down supersmooth; almondmilk makes us swoon with gratitude.” BevNet concurred: “It's pretty incredible just how the nitro actually enhances the texture and it achieves something that tastes like milk, but it's not. It was definitely the standout product introduction of the (Summer Specialty Foods) show.”
Califia Nitro Cold Brew marries creamy almond and macadamia milks with a cold brew made from a curated, signature blend of direct-sourced beans, and infuses it with a jolt of nitrogen that brings out the natural sweetness of the coffee in a silky micro-foam reminiscent of a dark draft beer. Packaged in a sleek, recyclable, on-the-go aluminum bottle, Califia Nitro Cold Brews come in three on-trend flavors: Latte, Mocha, and New Orleans and are all completely vegan, dairy-free, GMO-free, soy-free and carrageenan-free.
About Califia Farms (pronounced “Cal-lah-fee-ya,” like California)
Inspired by the bounty of California, Califia Farms’ (www.califiafarms.com) mission is to innovate delicious plant-powered foods for mindful nourishment. The Company is a leader in the revolution to de-commodify the food and beverage industry by creating innovative, healthy and great-tasting premium beverages that make it easy for consumers to go ‘plant-powered’ and dairy-free, without compromise. Founded in 2010 by a farmer’s co-operative based in the San Joaquin Valley and headed by beverage visionary Greg Steltenpohl, Califia Farms is a uniquely California company. Its Bakersfield, Calif. manufacturing plant, which uses artisanal processes to create healthy and delicious plant-based beverages, is eco-friendly, energy efficient and repurposes more than 90 percent of its post-production byproduct. Califia Farms is one of the fastest-growing natural beverage companies in the U.S., as well as the leading brand in the natural products coffee drinks category. In 2015, Califia Farms was named “Brand of the Year” by BevNet and a “Breakout Brand” by Beverage World and in 2016 was named one of the CircleUp 25 Most Innovative Brands.
Califia Farms Media Relations
Erwin Penland Media Relations
 National Coffee Association http://fortune.com/2016/07/26/cold-brew-coffee-snobs/