Chert wrote:I particularly enjoyed Thompson Owen's comments about brand trading a la the high end hipster coffee experience.

Thanks for the link. Thompson is spot on. Although he loathes trade shows, he did come to the SCAA Expo a couple of years ago, when he was given an award for his writing. His acceptance speech was "Thanks," as he walked off with his plaque.

He is especially right about cold brew. Market research is telling the industry that its greatest threat in the younger consumer market is "energy drinks." Enter cold brew.

Marshall wrote:He is especially right about cold brew. Market research is telling the industry that its greatest threat in the younger consumer market is "energy drinks." Enter cold brew.

It'll never catch on. I ordered a cold brew & it was terrible: no head, no hops, no petulance. It might as well have been coffee.