Nitro Cold Brew Marks the Next Chapter of Coffee Innovation: Veetika Deoras of Tata Starbucks

Tata Starbucks has introduced the latest techniques in a series of new coffee experiences – coffee infused with nitrogen. We speak to Veetika Deoras, CMO, on the difference.

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“At Starbucks, innovation is always brewing. Only about 3 percent of the world’s best Arabica beans makes it into a bag of Starbucks coffee. Our partners bring these beans to life by providing our customers with handcrafted beverages using various brewing techniques,” tells Deoras.

“Nitro Cold Brew marks Starbucks next chapter of coffee innovation. This coffee experience offers a new take on Starbucks signature brew— infusing cold brew with liquid nitrogen. It is a superlative coffee drinking experience and one that has the potential to redefine the language of coffee in India. We saw a gap in today’s fast-paced world where everything is instant and on-demand. Starbucks Cold Brew allows customers to enjoy small-batch, slow-steeped coffee like they’ve never tasted it before. The product has launched this July,” she said.

It is currently available in 5 stores across India namely— Mumbai-Kamala Mills, Bangalore-Jaya Nagar, Delhi-Green Park, Noida-DLF Mall of India, Kolkata, Park Mansions.

“Innovation is at the heart of everything we do at Starbucks. We are always innovating the customer experience – be it the beverage, the store design or other elements. Starbucks Coffee Company has a 47-year history of sourcing, roasting and serving high-quality Arabica coffee to all its customers across the world. Starbucks will continue to innovate and partner Indian customers on deeper exploration of coffee,” she added.


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