From the espresso martini and white Russian to Irish coffee and coffee com cheirinho, the pairing of coffee and liqueur has a rich history that spans centuries. Any beverage that strikes a balance between caffeine and alcohol is bound to attract consumers for obvious reasons.
This trend extends to Coffee Liqueurs and coffee-infused spirits, which have surged in popularity in recent decades, alongside coffee cocktails. But beyond the growing consumer focus on quality and sustainability, what other changes are taking place? Are Coffee Liqueurs improving? If so, in what ways? Has the specialty coffee culture played a role in this evolution?
To gain deeper insights into how this market is transforming, I spoke with three professionals from companies specializing in Coffee Liqueurs. Read on to discover their insights.
What is a Coffee Liqueur?
A liqueur is a beverage crafted by infusing distilled alcoholic drinks with additional flavors. In the case of a Coffee Liqueur (sometimes referred to as coffee-infused alcohol), this flavoring agent is roasted coffee, often used in whole bean, ground, or concentrated form.
The mixture is left to steep for several days or weeks before the coffee is strained out. Sugar can also be added to enhance the sweetness of the liqueur.
While roasted coffee has traditionally been a popular flavoring, some distilleries have recently begun to use cold brew for infusing alcohol with coffee. This has emerged as a significant trend within the Coffee Liqueurs segment, likely due to the rising popularity of cold brew coffee.
The reason lies in the high ethanol content in alcohol, which can alter the delicate volatile compounds in coffee and impact the final flavor. In contrast, with cold brew, the flavors are already extracted in water, minimizing any adverse effects.
Andrew Rall, the CEO and founder of Distillery 031, a craft distillery based in Durban, South Africa, has been experimenting with various infusions for liqueurs, including coffee. He started his business in 2008 after a trip to Scotland where he learned the art of whisky distillation.
According to Andrew, the appeal of adding caffeine to alcohol is evident, as coffee’s flavor profile pairs well with distilled spirits. “I believe the flavor profiles of coffee complement alcohol beautifully,” he explains. “Coffee is a stimulant, while alcohol is a central nervous system depressant, so the caffeine keeps you a bit more alert.”
“This essentially means you have a little more energy to socialize and enjoy rather than feeling drowsy.”
So far, Distillery 031 has launched two coffee-infused beverages: D’Urban Scarlet Gin, which is the world’s first gin made with coffee cherry husk, and Heart of Darkness, a Coffee Liqueur.
Andrew shares that the husk used for the D’Urban Scarlet Gin comes from Beaver Creek Coffee Estate on the south coast of KwaZulu-Natal, South Africa. The husk imparts a “subtle berry note” without being overwhelming, along with a vibrant red color.
Heart of Darkness, on the other hand, is a completely natural and “artisanal” liqueur made with single-origin Arabica beans from the Meru region of Tanzania.
“I aimed for a flavor profile that would appeal to coffee connoisseurs and baristas who appreciate specialty coffee, as well as those who simply enjoy the taste of coffee,” Andrew elaborates.
A Recent Focus on Collaboration in Coffee Liqueurs
Christopher Vigilante, the CEO of Vigilante Coffee Co., a roastery based in Maryland, USA, shares that collaborations are becoming increasingly popular in the coffee liqueur market.
These partnerships bring together followers from two different brands, creating a product often available for a limited time. This not only boosts demand by “blending” their audiences but also minimizes competition, as a brewery and a coffee roastery typically do not compete directly.
In 2017, Vigilante collaborated with Flying Dog Brewery to produce Kujo, a cold-pressed coffee porter with an alcohol content of 6%. Since its launch, it has consistently topped the company’s sales charts, particularly in the fall months.
Traditionally, Coffee Liqueurs (like Kahlúa and Tia Maria) have been made with spirits, with rum being a popular base due to its natural sweetness that pairs well with coffee. However, in recent years, a broader range of alcoholic beverages has been used as the foundation for coffee-infused alcohol, often through such collaborations.
“I believe collaborations create unique products because they combine two different perspectives,” says Christopher. “When these partnerships happen, the Coffee Liqueurs outcome is usually a singular product that doesn’t last forever.”
“It’s out there for a while and then it disappears; to get it, you have to be there at the right moment. People are really drawn to that.”
Christopher adds that these collaborations are appealing because they encourage two different industries to share their expertise and insights.
“Our process involves presenting exceptional coffees to these craft brewers and distillers and letting their palates decide,” he explains. “Ultimately, they have a vision for their product even before they come to us. We simply help bring that vision to life.”
Franklin Ventura, the head roaster at Vigilante Coffee Co., mentions that after selecting their beans, which include washed, natural, and semi-washed coffees, Vigilante conducted a series of blind tastings for the Flying Dog team.
“The team from Flying Dog Brewery chooses the Coffee Liqueurs they think will work, samples them, brews them in their labs, and decides which one to use,” says Franklin.
“For Kujo, they expressed a desire to combine coffee with dark malts, so they needed a dark roast. In the end, they chose one we call ‘Caturrita’ because it is one of the darkest roasts we offer.”
“It has been a bestseller for three consecutive years at Flying Dog.”
Does Specialty Coffee Have a Place in the Coffee Liqueurs Market?
While specialty coffee has been rapidly gaining traction in several major consumer markets, and despite collaborations between brands like Vigilante and Flying Dog, coffee-infused spirits and liqueurs have largely maintained a reputation for using low-quality, commercial-grade coffee.
Martin Hudak, the global coffee ambassador for Mr. Black, an Australian coffee liqueur company, emphasizes his passion for merging coffee and alcohol. He is now committed to improving public perception regarding the quality of coffee used in liqueurs and cocktails.
“I want to bridge these two worlds because they aren’t as different as one might think; they actually share a lot in common,” Martin explains.
“Coffee is evolving, thanks to the rise of specialty coffee and the third wave. However, coffee liqueurs have remained stuck in the past; now is the time to adopt a more modern approach.”
Martin notes that many coffee liqueurs are made from Robusta beans, which often have defects. As a result, distilleries frequently add sugars or artificial flavorings to mask the harsh and bitter flavors. He advises against this practice, stating that creating a high-quality coffee liqueur is straightforward: use the best possible ingredients.
“It’s essential to ensure that the coffee used is of the highest quality and that the alcohol is equally good,” he says.
“At Mr. Black, we utilize a neutral grain spirit, like vodka, because we want the coffee to shine and be the most distinguishable ingredient when you smell and taste it.” Unlike rum, vodka has a milder flavor that isn’t overly sweet, allowing it to effectively carry the Coffee Liqueurs and underlying coffee flavors.
When Mr. Black was founded in 2013, it was among the first coffee liqueur brands to champion coffee as the most crucial ingredient. This philosophy led them to source specialty-grade coffee and roast it themselves before blending it with the “clearest tasting” alcohol and minimal sugar.
“I believe less is more, provided the ‘less’ is of good quality,” Martin adds. “I’m not here to promote increased alcohol consumption; I’m advocating for higher-quality coffee mixed with higher-quality alcohol.”
The results achieved by Mr. Black, one of the first major brands to use specialty coffees in its liqueurs, demonstrate the effectiveness of this approach. A collaboration with Campos Coffee Liqueurs in 2016 saw them use an award-winning natural Geisha in a limited-edition range of liqueurs that sold out within two weeks.
Will Young, the founder of Campos Coffee, states, “Creating high-quality liqueurs yields much better results.”
“It showcases how delicious high-end coffee can be. Most brands use very low-quality coffee in their liqueurs,” he explains. “We discovered we could taste jasmine, for instance, a typical flavor note of the Geisha from Panama that we utilized.”
As the specialty coffee sector continues to grow, it seems that surrounding industries and market segments are beginning to take notice. The culinary appreciation for third-wave coffee is starting to extend to other sectors, prompting breweries and distilleries, for example, to reevaluate the Coffee Liqueurs they use in their products.
Consequently, coffee is increasingly viewed as a means of adding flavor rather than just caffeine. As its quality rises, so too does the overall quality of the products it is included in. Given that well-known names like Jägermeister and Jameson are beginning to catch up and launch their own coffee-infused alcoholic beverages, the growing focus on the quality of Coffee Liqueurs appears to be more important than ever.