Cold coffee moves to the countertop
Cumulus Coffee launched the Cumulus Machine at Target, making it the first single-serve countertop system built specifically for cold coffee. The machine is available in select Target stores and on Target.com with nationwide shipping. This retail launch represents the largest debut for the brand to date. The machine produces cold brew, nitro cold brew, and cold espresso in under a minute. Most coffee machines on the market focus on hot coffee, but cold drinks now account for roughly three-quarters of U.S. beverage sales at Starbucks. Mesh Gelman, the Founder and CEO of Cumulus Coffee, said, "Everything else in the category starts with hot coffee and tries to make it cold. We started with cold." He added that the disconnect between mainstream cold coffee consumption and existing equipment is why the company built Cumulus.
The machine uses proprietary cold-extraction technology to compress the traditional 12 to 24 hour brewing process into seconds. It brews drinks freezing cold from start to finish without needing ice. The device uses patent-pending Cold Cloud technology to pull nitrogen from the air and infuse it into the coffee. This removes the need for gas cartridges, tanks, or refills to achieve a nitro cold brew with a "velvety cascade and creamy head."
| Feature | Detail |
|---|---|
| Beverage Types | Cold brew, nitro cold brew, cold espresso |
| Technology | Cold Cloud (nitrogen extraction from air) |
| Retailer | Target (exclusive in-store retailer) |
| Roast Options | Light, medium, dark, decaf, Gilded limited-edition |
Specific capsules and availability
Cumulus Coffee sells patented capsules that provide different flavor profiles. These include light roasts with notes of citrus and cherry, medium roasts with chocolate and caramel, dark roasts, a decaf option, and Gilded, which is a rotating series of limited-edition single-origin coffees. Each variety was calibrated specifically for cold brewing. Gelman said, "Put in a capsule. Press a button. Drink an incredible cold coffee." Target serves as the exclusive in-store retailer for the brand. This move takes the product from specialty coffee insiders to the general consumer. Gelman expects some current fans to be "thrilled to see Cumulus available at Target" while others will ask, "What is Cumulus?"
