REBEL Hard Coffee Combines Coffee and Alcohol with ‘Indulgent’ Flavors
Twelve5 Beverage Co. has launched REBEL Hard Coffee, a creamy blend of coffee and alcohol that satisfies the senses with indulgent flavors and a kick to keep things social, according to the Neenah, Wis.-based company. REBEL Hard Coffee is now available in three flavors, including Mocha Hard Latte, Vanilla Hard Latte and Hard Cold Brew. A seasonal Pumpkin Spice Hard Latte flavor is also available. With a precise mix of flavor and alcohol, REBEL Hard Coffee is an ideal alternative for consumers looking for something new and different in their alcohol choice, Twelve5 Beverage Co. said.
REBEL was launched to meet an untapped opportunity in the flavored malt beverage (FMB) category, which has seen strong growth thanks to the rise in popularity of hard seltzers, the company stated, citing market research that says hard coffee is poised to be the next trend in FMBs, with approximately 106 million consumers who drink alcohol and/or coffee having purchase interest in hard coffee. When asked why hard coffee was of interest, around 71% of consumers said it was something new and different to try, indicating a desire for variety.
REBEL packaging was designed to draw in consumers by communicating coffee, good flavor and delicious taste while invoking feelings of playfulness, excitement, energy and individualism, according to the company.
REBEL is currently available in over 40 states with more being added by year-end for grocery, drug, mass merchandise, convenience, club, and independent and liquor store sales. The product can be sold as cases, four-packs and singles.