Stōk Cold Brew Coffee: From Espresso Shots to Energy Drinks
Nearly a decade ago, Stōk was launched with a single product: espresso coffee shots. Today, the Danone-owned brand has become the top-selling black ready-to-drink coffee by velocity, with a portfolio that has expanded beyond shots and black coffee into cappuccino-inspired cold brew, seasonal flavors, and most recently, energy drinks. This growth has opened up new usage occasions and introduced Stōk to a wider range of consumers.
Brittney Polka, vice president of ready-to-drink beverages for Danone North America, shared insights on the evolution of the Stōk brand and its future. According to Polka, Stōk Cold Brew Coffee started with Espresso Coffee Shots and has since grown into a best-selling portfolio of cold brew products that appeal to cold brew enthusiasts. The brand has built a community of loyal fans through its counterculture marketing approach and bold, smooth, coffee-forward flavors.
Stōk is more than just traditional cold brew coffee. The brand offers a variety of options, including black cold brew products with varying roast levels, creamed options like Stōk Cappuccino, and seasonal flavors like Pumpkin and Peppermint Mocha. The recent launch of Stōk Cold Brew Energy demonstrates the brand’s ability to tap into new segments, such as the energy coffee market, with a product that combines bold, smooth coffee with focus-boosting ingredients.
Looking ahead, Stōk has exciting plans for the future. The brand has reintroduced fan-favorite seasonal flavors like Peppermint Mocha Cold Brew and launched Stōk Decaf in a multi-serve format, catering to decaf coffee lovers who still want a bold and smooth cold brew experience. In 2025, Stōk aims to continue delivering great-tasting products in innovative packaging and engaging marketing campaigns.
To remain competitive in a crowded category, Stōk focuses on product innovation and authentic branding. The brand recognizes the shift towards at-home coffee consumption and aims to meet consumer demand for customized beverage options. Stōk Cappuccino, for example, offers a coffeehouse-style blend that can be enjoyed at home without the wait time. By staying ahead of the curve with innovative products and bold marketing strategies, Stōk continues to drive demand and capture consumer attention in the RTD coffee market.
In conclusion, Stōk Cold Brew Coffee has come a long way from its humble beginnings as espresso shots. With a commitment to quality, flavor, and innovation, the brand is poised for continued success in the ever-evolving coffee industry. Fans can look forward to new and exciting offerings from Stōk in the years to come.
