The expansion marks a significant shift for the employee-owned firm, which first introduced the Joe Knows Coffee brand in 2009. By leveraging 100% Arabica beans, the company is targeting a demographic that increasingly favors cold beverages over traditional hot coffee. According to the Fall 2025 National Coffee Data Trends report, 21% of American adults consumed cold brew within the past week, a 50% increase since 2020.
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Paramount Coffee Pivots to Ready-to-Drink Cold Brew Market
After nine decades of focusing on hot roasts, Lansing-based Paramount Coffee is entering the ready-to-drink market with its new Joe Knows Coffee® Cold Brew line. The company aims to capture the surging demand for chilled caffeine by launching four distinct canned flavors nationwide starting in late July.
Rich Schaafsma, President of Paramount Coffee, frames the move as a rejection of monotonous coffee culture. The new lineup includes Caramel Café, Mocha Mo-Joe, Vanilla Chill, and the dark-roasted Tall, Dark and Handsome. Unlike iced coffee, which is brewed hot and cooled, this product is steeped in cold water to reduce bitterness. Consumers can purchase the 12-ounce cans directly through the company website or at select retail locations.
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