Iced coffee —iced latte, cold brew, plant-milk drinks— is one of the most effective ways to introduce a new consumer to specialty coffee. The reason is psychological: cold, sweet and customisable lower the barrier to entry. They don't require the customer to appreciate roast nuances or understand terminology; they come in through immediate enjoyment.
Beyond attracting customers, cold formats tend to have a higher average ticket than espresso or café con leche, and they take advantage of the Spanish summer's seasonality and afternoon consumption. For a coffee shop, they are a lever for revenue and not just for acquisition.
Consumers under 44, the urban tourist and social media culture drive this trend. A well-presented cold drink is photogenic and gets shared; that generates organic awareness a traditional coffee rarely achieves. Cold isn't a passing fad, it's an acquisition channel.
The key is to offer quality cold formats —well-extracted cold brew, real plant milks, controlled flavours— that serve as a step towards the rest of the menu. Cold attracts; the quality of everything else retains. Use it as a hook, not as a substitute for the specialty proposition.
In the report we analyse the trends with commercial impact —cold brew, specialty decaf, traceability, retail and bakery— and how to exploit each one according to the customer profile.