The Rise of STōK: A History of Cold Brew Innovation and Marketing

In a single decade, STōK Cold Brew Coffee has evolved from a small espresso-shot concept into the fastest-moving black ready-to-drink (RTD) coffee in U.S. grocery coolers. Launched in 2015 as consumer preferences shifted toward convenient, high-quality, at-home coffee experiences, the brand's growth has been fueled by steady product innovation, savvy marketing, and the surging popularity of the cold brew category. Now owned by Danone North America, STōK has become a prominent name in the RTD coffee aisle.

Brand Origins and Development

STōK was originally launched in 2015 by WhiteWave Foods, debuting with single-serve espresso coffee shots aimed at convenience-store coffee bars. The pivotal shift came in September 2016, when WhiteWave rolled out STōK's signature cold brew coffee nationwide in 13.7 oz single-serve and 48 oz multi-serve bottles. From its inception, the brand emphasized its "low and slow" brewing process, in which a proprietary blend of Rainforest Alliance Certified Arabica beans is steeped at a cool temperature for at least 10 hours. This technique was designed to produce a smoother, less acidic, and less bitter coffee compared to traditional hot-brewing methods.

The brand was positioned as an accessible craft-style beverage, with the multi-serve bottles launching at a competitive price point of around $4.99. In April 2017, French food-and-beverage giant Danone completed a $12.5 billion acquisition of WhiteWave Foods, bringing the rapidly growing STōK brand into its North American portfolio.

Market Context and Position

STōK's ascent has occurred within a booming market. The global RTD coffee market was valued at over $26 billion in 2024 and is projected to reach $52.5 billion by 2034. The cold brew segment specifically has seen exponential growth, with North America dominating the market. While market valuations vary between reports, the global cold brew segment was valued at over $3 billion in 2024 and is forecast to grow significantly, with some projections estimating it could reach $16.2 billion by 2032.

Within this expanding landscape, STōK has carved out a significant position. According to Circana data, it is the top-selling black RTD coffee by velocity. As of late 2024, STōK held an estimated 4% of the total U.S. RTD coffee market share.

Source: Evidnt, 2024

Strategic Product Line Expansion

A key driver of STōK's growth has been its consistent expansion of the product line to meet diverse consumer trends without abandoning its "coffee-first" identity.

• Initial Offerings: The brand launched with multi-serve bottles of Un-Sweet and Not-Too-Sweet black cold brew, alongside single-serve glass bottles in Mocha, Vanilla, and Not Too Sweet Black flavors.
• Functional Coffee: Tapping into health and wellness trends, STōK introduced a high-protein canned cold brew in 2019. This was followed in 2020 by the "Fueled" product line, featuring ready-to-drink coffee and creamers with added protein, butter, and MCT oil to appeal to consumers following keto-friendly diets.
• Roasts and Blends: To satisfy a wider range of coffee drinkers, the portfolio expanded to include different roast levels. In 2023, the brand launched its Espresso Blend, marketed as its darkest and boldest roast yet.
• Energy Drinks: In 2024, STōK bridged the gap between coffee and energy drinks with the launch of STōK Cold Brew Energy. These beverages are fortified with additional caffeine, B-vitamins, ginseng, and guarana.
• Decaffeinated and Seasonal: In response to consumer requests, a decaffeinated version of the cold brew was released. The brand also regularly introduces seasonal flavors like Pumpkin and Peppermint Mocha to extend usage occasions.

Marketing That Cut Through the Clutter

STōK has built a distinct brand identity using memorable branding, a tongue-in-cheek tone, and culturally relevant marketing campaigns designed to create a community of "superfans."

• Early Engagement: Initial marketing efforts included a presence at trade shows like NACS in 2016 and grassroots field marketing campaigns focused on in-store sampling and brand education to introduce consumers to the product's quality.
• The "Stōk-bbatical" (2019): In a unique campaign, the brand offered three individuals $30,000 each to quit their jobs and pursue a personal passion, which they documented on social media.
• Wrexham AFC Partnership (2023-Present): The brand's first major national campaign was a high-profile sponsorship of the Welsh football club Wrexham AFC, owned by actors Ryan Reynolds and Rob McElhenney. As the official stadium sponsor, the historic Racecourse Ground was renamed the STōK Cae Ras. The partnership, which included humorous videos of players trying the coffee and a Super Bowl commercial with Sir Anthony Hopkins, generated over 14 billion media impressions, a reported $5 million in incremental sales, and a doubling of household penetration in its first three months.
• Distribution Growth: The brand's marketing momentum has been supported by expanded distribution, including a 2024 partnership with 7-Eleven to feature STōK-branded flavored cold brews chain-wide.

Works Cited

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