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Issue Date: Vol. 51, No. 7, July 2011, Posted On: 6/22/2011

Keurig Unveils Chilled-Beverage Office Sales Promotion Program

Nick Montano
Keurig Inc., David Manly, Keurig K-Cup, Brew Over Ice, K-Cups, Coffee brewers, Green Mountain Coffee, OCS, office coffee service, food service, vending machine business, office refreshment products, iced beverage, iced drinks, Kool Tek countertop icemaker


READING, MA -- Keurig Inc. has launched a campaign to enable coffee service operators to benefit from the surge in iced beverage sales. The company, a division of Green Mountain Coffee Roasters, introduced a line of Brew Over Ice K-Cup coffees and teas last year and is now offering sales aids and promotional pricing on suitable countertop icemakers.

The company pointed out that the success of its Keurig portion-pack brewing system, introduced in 1998, was the direct result of its ability to deliver a variety of gourmet coffees, prepared one cup at a time with pushbutton convenience to patrons in offices. This capability is attractive to locations, too, since it encourages personnel to remain in the workplace.

A similar opportunity presents itself now, Keurig explained. One out of every five cups of coffee sold today is iced, but chilled brewed drinks are very rare in offices. As a result, people must go out to purchase them.

And people do, said Keurig vice-president David Manly. He reported that 97% of consumer spending on iced beverages is done in quick-service restaurants, and produces nearly 20% of their revenues, according to an NPD Group CREST (commercial restaurant) consumer behavior study.

"Millions are being spent by brands like Dunkin' Donuts and Starbucks to tap into and grow the iced beverage category," Manly added.

Operators can take advantage of this consumer enthusiasm, Manly emphasized, and the new Keurig program is designed to help them do so. Keurig has tested it with very good results, he reported.

Since most offices are not equipped to provide ice for easy preparation of chilled drinks, Keurig is offering its authorized distributors a limited-time promotion on two suitable countertop icemaker models. Through July 22, Kool Tek's IMA countertop icemaker and the NewAir AI-100S portable icemaker from Air & Water Inc. can be purchased for at special prices.

For best results, the company recommends adding Keurig Brew Over Ice products to a location's present menu of beverages in K-Cups, rather than replacing some existing SKUs, the test determined. To facilitate this addition, the new program offers a free four-sleeve wire rack (Keurig item #5066) with every icemaker ordered.

Also available are four-sleeve rack stickers in 10-packs; instructional Brew Over Ice stickers, supplied in packs of 24; and brewer and icemaker stickers, also supplied 24 per pack.

Cold cups (16 fl.oz., 1,000 per case) and flat lids for them may be ordered for convenient one-stop shopping, and collateral marketing aids round out the program. These include email templates and bill stuffers, as well as bottle hangers and end-user sell sheets, all available to Keurig operators for download from the resource site for authorized distributors, keurig.com/KAD. Information also is available from Keurig regional sales managers nationwide.

Keurig's Brew Over Ice products are formulated specifically to retain their full flavor when brewed directly into a cup of ice. Preparation is as simple as filling a 16-fl.oz. cup with ice, inserting the desired product into the Keurig brewer and selecting the 6- or 8-fl.oz. portion setting.

The four initial Brew Over Ice varieties are Green Mountain Nantucket Blend and French Vanilla coffees, and Celestial Seasonings' Perfect Iced Teas in half and half (black tea plus lemonade) and Southern sweet tea blends. Creamer and sweetener can be added to iced coffees, if desired; Celestial's Perfect Iced Teas are presweetened with cane sugar and stevia.

Topic: Coffee Service News

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