New Coffee "Big Break Sensation"?! GEORGIA COLDBREW Cafe Opening Commemorative Event
Japan Coca-Cola will launch the canned coffee products "GEORGIA COLD BREW BLACK" and "GEORGIA COLD BREW CAFE LATTE" nationwide starting May 23. Ahead of this, a pop-up cafe called "GEORGIA COLDBREW Cafe" opened in Tokyo's Omotesando for a limited four-day run from May 10th to 13th, offering early access to these products. An opening commemorative event was held on the first day, May 10th.
Cold brew is an extraction method born in American specialty coffee shops that brings out the coffee beans' inherent umami and aroma. It involves directly soaking coffee beans in water and slowly extracting and filtering them over a long period. This process reduces bitterness, off-flavors, and astringency, resulting in a clean, refreshing taste.
At the event, Mr. Park Young-joon, Director of the Coffee Group at Coca-Cola Japan Marketing Headquarters, took the stage first. He emphasized that this new product allows consumers to easily enjoy cold brew coffee anytime, a trend currently gaining attention in New York. He highlighted that Georgia's newly developed method achieves extraction at temperatures below room temperature – something previously impossible for canned coffee – enabling consumers to enjoy the uniquely clear taste of cold brew coffee in a can.
Next, popular model Rina Fujii, known as a trend leader, appeared. After sharing her passion for coffee, which she drinks multiple cups of daily, she was joined by Hiroki Kobayashi, owner of 95RPM Coffee Roasters in Brooklyn, New York, and David Wakiwaka, Manager of the Coffee Group at Coca-Cola Japan Marketing Headquarters. Together, they discussed New York coffee trends and key points in developing "Georgia Cold Brew."
After tasting "Georgia Cold Brew," Fujii remarked, "It has very little bitterness or astringency, making it incredibly easy to drink. I thought it was truly delicious. Even people who don't usually drink coffee could enjoy this. The bottle is stylish too, perfect for carrying around. I predict it will be a huge hit this year!"
Mr. Kobayashi commented, "When you take a sip, you first taste the sweetness, followed by layers of flavor unfolding. Then, the aftertaste finishes clean. It's exactly the same taste as cold brew you'd drink in New York. I honestly think it's truly amazing to be able to enjoy something of this quality anytime, anywhere." Both men smiled as they shared their comments.
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