Beverage company The Rocket Drink Group has launched two canned cold brew coffees, called Mak and Rocket.
Rocket Drink’s founder Michael Wiss says the products evolved from a chain of cafes he owned in Western Australia which back in 2003 were the first in the nation to serve nitro coffee on tap.
Four years ago he launched Mak Draught coffee in 330ml bottles in Tasmania, made from carbonated water, freshly extracted espresso, dark malt, organic agave syrup, hops and organic vanilla.
Last year the draught was rebranded, reformulated and packaged in 250ml slimline cans as Mak Italiano Black. Sold in stores in Tasmania, including some Woolworths, the product has now found its way into 24 Victorian Woolworths stores on a trial, with expansion into another 100 outlets planned for September.
The second product, Rocket, described as a natural coffee energy drink, was launched last month, containing carbonated water, high-grade specialty coffee, organic coconut syrup that tastes like caramel, prebiotic inulin (which Wiss says is considered good for gut health) and natural flavours. Further no/low sugar and a sports drink versions are planned, with future flavours using the coffee berry cascara, blueberry, strawberry and dark cherry.
Wiss says he has never understood “why the world insisted great coffee should always be served hot, with milk and in a cup” and that cold brew is one of the fastest-growing sectors of the coffee market.
“Many consumers are moving away from animal protein, high sugar drinks, and traditional energy drinks. A couple of years ago all of Starbucks’ 9000 stores added nitro coffee on tap to their offerings, further confirmation for our company that the new and emerging coffee refreshment category will become a permanent fixture in coffee culture.”
Wiss says both Rocket and Mak will be distribuuted nationally soon.
