星巴克、瑞幸等品牌都在推，咖啡圈“全冰去水”的喝法火了Brands such as Starbucks and Luckin Coffee are promoting the "all ice, no water" drinking method in the coffee circle, which has become popular

今年夏天，咖啡圈最火的喝法是“全冰去水”？

近日，红餐网观察到，咖啡“全冰去水”的喝法在社交平台走红，仅“全冰去水”这一话题，在小红书平台浏览量就已经达750多万，抖音相关视频播放量更是超2000万。

△图片来源：小红书截图

△图片来源：抖音截图

所谓的“全冰去水”，最初是追求醇厚口感和长时间饮用的咖啡消费者，在点单时手动备注的隐藏喝法，其核心做法是去除咖啡饮品中的直饮水成分，以冰块填满整杯容器，最后形成只由冰块和意式浓缩咖啡液组合成的产品。

随着“全冰去水”这一隐藏咖啡喝法在社交平台走红，多家头部咖啡品牌也顺势布局，将这一消费者自创的喝法纳入自身产品体系，推出了标准化、规范化的“全冰去水”咖啡饮品。

比如瑞幸，从4月开始，就将“全冰去水”纳入小黄油美式官方点单选项，消费者无需备注即可直接在温度栏选择该规格。不仅如此，为了进一步方便消费者选择，瑞幸还在6月还加码推出“全冰去水专属菜单”。 专属菜单除了有小黄油美式，还新增了全冰黑巧美式这款新品。在价格上，单杯价格在10元左右，延续了品牌性价比风格。

△图片来源：瑞幸微信号截图

Manner咖啡也在菜单中新加入了“全冰去水”的喝法。6月9日，Manner咖啡在全国门店推出了“全冰黄油SOE”新品。据介绍，该新品选用黄油榛果风味SOE咖啡豆作为核心基底，还提供“去牛奶”和“加牛奶”两个版本供消费者选择。其中“去牛奶”版，实际液体含量约为75ml，“加牛奶”版实际液体含量则约为195ml，单杯价格均为20元。

△图片来源：Manner咖啡点单小程序截图

推出“全冰去水”咖啡饮品的，还有星巴克。值得一提的是，星巴克的“全冰去水”饮品在风味层次上做了升级。据星巴克6月11日推文，其新发布的四种“全冰美式”咖啡喝法，分别为“全冰美式咖啡+冰淇淋”、“全冰美式咖啡+搅打稀奶油”、“全冰美式咖啡+稀奶油”和“全冰玫瑰20美式+稀奶油”，主打通过不同的组合搭配，为消费者提供丰富的口感体验。定价上，系列产品的单杯价格大多在30元以上。

△图片来源：星巴克小红书账号截图

为何一众头部咖啡品牌都在上线“全冰去水”系列产品？在红餐网看来，“全冰去水”凭借独特的饮用体验走红网络，积累了可观的用户热度与市场需求。咖啡品牌顺势将这一个隐藏喝法标准化、产品化，既能贴合年轻消费者的个性化饮用偏好、提升用户认可度，也能有效盘活社交流量，将线上热度转化为线下实际销量，助力品牌实现业绩增长。

以瑞幸为例，红餐网观察到，其“全冰去水”咖啡饮品一经推出就受到不少消费者的认可，“好喝，瑞幸也是听劝”“这波上大分”等好评不断；并且瑞幸“全冰去水”咖啡饮品的销量也较为火爆，比如全冰黑巧美式这款新品，在广州、辽宁、安徽等地门店就出现了售罄现象。

△图片来源：瑞幸点单小程序截图

对于头部咖啡品牌结合消费热点趋势，推出“全冰去水”产品大获消费者追捧的现象，有业内人士评价认为，这也给行业提供了启示，“贴合用户真实需求、紧跟市场风向的产品迭代，是咖啡品牌持续出圈、提升市场竞争力的关键。”不过业内人士也提醒到，紧跟消费热点趋势推出产品，也对品牌的供应链、门店运营等方面提出了更高要求，品牌需结合自身情况理性研判、审慎布局。

未来，咖啡品牌们又会如何捕捉消费趋势进行产品布局，红餐网也将持续关注。

作者：红餐网桂湘；编辑：李唐

This summer, the hottest way to drink in the coffee circle is "all ice and water"?

Recently, Hongyan observed that the drinking method of "all ice to water" of coffee has become popular on social platforms. The topic of "all ice to water" alone has reached more than 7.5 million views on the Xiaohongshu platform, and more than 20 million Tiktok related videos have been played.

△ Image source: screenshot from Xiaohongshu

△ Image source: screenshot of Tiktok

The so-called "all ice de watering" was originally a hidden drinking method for coffee consumers who pursue a rich taste and long-term consumption. It was manually noted when ordering, and its core method is to remove the direct drinking water components in coffee drinks, fill the entire container with ice cubes, and finally form a product composed only of ice cubes and Italian espresso.

With the popularity of the hidden coffee drinking method of "all ice and water" on social media platforms, many top coffee brands have also taken advantage of this trend and incorporated this consumer created drinking method into their product systems, launching standardized and regulated "all ice and water" coffee drinks.

For example, Luckin Coffee has included "all ice and water removal" as an official ordering option for small butter American style products since April. Consumers can directly select this specification in the temperature column without making any notes. In addition, in order to further facilitate consumers' choices, Luckin Coffee also launched an "exclusive menu for all ice and water removal" in June. In addition to the small butter American style, the exclusive menu also includes a new product, the all ice black chocolate American style. In terms of price, the single cup price is around 10 yuan, continuing the brand's cost-effectiveness style.

△ Image source: Luckin WeChat account screenshot

Manner coffee has also added the "all ice and water" drinking method to the menu. On June 9th, Manner Coffee launched a new product called "All Ice Butter SOE" in its stores nationwide. It is reported that the new product uses butter hazelnut flavored SOE coffee beans as the core base, and also offers two versions for consumers to choose from: "de milked" and "milk added". The "milk free" version has an actual liquid content of about 75ml, while the "milk added" version has an actual liquid content of about 195ml, with a single cup price of 20 yuan.

△ Image source: screenshot of Manner coffee ordering mini program

Starbucks has also launched the "All Ice Water Free" coffee drink. It is worth mentioning that Starbucks' "All Ice Water" drinks have been upgraded in terms of flavor level. According to a tweet from Starbucks on June 11th, their newly released four "all ice American" coffee drinking methods are "all ice American coffee+ice cream", "all ice American coffee+whipped cream", "all ice American coffee+whipped cream", and "all ice rose 20 American style+whipped cream", which focus on providing consumers with a rich taste experience through different combinations. In terms of pricing, the single cup price of most series products is above 30 yuan.

△ Image source: screenshot of Starbucks Xiaohongshu account

Why are many top coffee brands launching the "All Ice Water" series of products? In the view of Hongshan.com, "All Ice Water" has become popular on the internet with its unique drinking experience, accumulating considerable user popularity and market demand. Coffee brands have standardized and productized this hidden drinking method, which can not only cater to the personalized drinking preferences of young consumers, enhance user recognition, but also effectively activate social traffic, convert online popularity into actual offline sales, and help brands achieve performance growth.

Taking Luckin Coffee as an example, Redfood.com has observed that its "All Ice Water Removal" coffee drink has been recognized by many consumers since its launch, with continuous positive reviews such as "delicious, Luckin Coffee also listens to advice" and "this wave of high scores"; And the sales of Luckin Coffee's "All Ice Water" coffee drinks are also quite popular, such as the new product "All Ice Black Clever American", which has sold out in stores in Guangzhou, Liaoning, Anhui and other places.

△ Image source: Screenshot of Luckin Ordering Mini Program

For the phenomenon of top coffee brands combining consumer hot trends and launching "all ice and water" products that have been highly sought after by consumers, some industry insiders have commented that this also provides inspiration for the industry. "Product iteration that meets the real needs of users and keeps up with market trends is the key to coffee brands' sustained growth and enhanced market competitiveness." However, industry insiders also remind that launching products that keep up with consumer hot trends also puts higher requirements on the brand's supply chain, store operations, and other aspects. Brands need to make rational judgments and cautious layouts based on their own situation.

In the future, how will coffee brands capture consumer trends and layout their products, and Redfood will continue to pay attention.

Author: Red Restaurant Network Guixiang; Editor: Li Tang