The caffeine craze: exploring cold brew coffee with Jagermeister
The seemingly endless supremacy of the espresso martini, combined with the emergence of cold brew coffee, has opened the door for bars and restaurants across the world to rethink the coffee cocktail. Cold brew, made by soaking grounds in cold water over a long period, offers a more delicate, smooth expression than hot-brewed coffee drinks, and is inspiring brands like Jagermeister to take on this evolving category.
The rise of cold brew coffee
If you know anything about coffee trends, or have walked past an inner-city coffee shop in the past eighteen months, you will have noticed the cold brew coffee boom. The category is flourishing; sales of bottled versions have shot up by 40% in the last five years, largely driven by millennial interest in artisanal producers and unconventional production methods. Caffeine enthusiasts have been raving wildly about this new addition to the coffee world, which is smoother, sweeter and more refined than hot coffee variations.
So, what is it that makes cold brew different? Well, its appealing flavour profile can largely be attributed to having lower acidity than traditional espresso, or even drip-filtered coffees. As with cold soaking in winemaking processes, the heatless brewing process means that colour and flavour can be extracted without carrying over the bitter phenolics which can dominate coffee. The result? An aromatic, earthy profile that truly shines, without any astringent distractions.
Behind the bar
For bartenders, there's a very practical reason to consider cold brew coffee as a flavour base for cocktails. In contrast to the slow extraction of espresso shots, which can take 30 seconds or more to prepare, and have to be pulled immediately before serving, cold brew coffee can be batch brewed. The appeal of being able to prepare this at the beginning of a shift, and keep in the fridge until needed, means it's no surprise that cold brew appeals heavily to mixologists - as well as to any bartender who has ever received a large order of espresso martinis, 15 minutes before closing time.
Whilst the traditional espresso martini, with its thick crema and hefty acidity, is unlikely to ever fall completely out of favour, cold brew alternatives offer a point of difference that features a less sugary, more refined profile. Cold brew's gentle extraction ensures the beans are at their best in cocktails when used as an earthy, chocolatey base, combined with a spicy or aromatic spirit.
Jagermeister Cold Brew: a taste of the unexpected
For caffeine addicts, adding coffee to anything makes it better - and so is the case with Jagermeister Cold Brew. A caffeine addition to the classic Jagermeister was almost a natural next step for the brand, according to Jack Carson, Director of Innovation at Mast-Jagermeister UK, who in a press release claimed: "Combining Jägermeister with coffee has been a fan favourite for years, so we wanted to perfect that experience for our consumers and create a product where those flavours were perfectly balanced."
Seizing on the enormous popularity of cold brew coffee, Jägermeister have made it one step simpler for bartenders and mixologists, providing a caffeine edge that's already expertly integrated into a spirit - entirely reducing the need for batch preparations, multiple ingredients (and costs), or having to navigate coffee machines during busy service hours. Crafted exclusively with all-natural ingredients, the Jagermeister Cold Brew blends the brand's distinctive 56 herbs, blossoms, fruits and roots with a generous helping of strong roasted Arabica coffee, alongside a velvety hint of chocolatey cacao. Leading with the distinct anise taste of Jagermeister's famous classic, its aromatic spice notes, silky chocolate mouthfeel and delicious, rich finish are sure to make this a sure-fire success for caffeine lovers across the globe.
Try it out...
For a simple and contemporary update to the espresso martini, try this Jagermeister Cold Brew serve:
50ml Jagermeister Cold Brew Coffee
15ml vanilla sugar syrup
Shake ingredients together with ice, strain into a martini glass, and garnish with 3 coffee beans.