In January 2025, La Colombe Coffee Roasters – a brand once synonymous with craft, purity, and café authenticity – launched a limited-edition Strawberry Mocha Draft Latte. RTD coffee brands are ditching origin stories for seasonal drops, wellness claims, and curated aesthetics. There were over 200 new RTD products launched in Europe in 2023 alone. Canned coffee is being reimagined as lifestyle merch – not just a beverage.
