Behind the Beer
Nitro Cold Brew Coffee Goes Nationwide
June 6, 2017
Feeling sluggish? Malaised and confused? At 420 mg caffeine
per 12oz can, Hotbox Roasters’ Nitro Cold Brew is the smooth, flavorful
kick-in-the-ass you need.
The crew at Hotbox Roasters focuses on ethically sourcing
their primo Arabica coffee; then they roast the high-quality goods in small
batches at their Longmont headquarters. It’s a crowd favorite around here – most
CO OBB employees would tell you the Anti-Corp office pretty much runs on Cold
Brew power Monday through Friday(ish).
“Whether you’re running, biking or just need a boost of natural
energy, our Nitro Cold Brew will keep you going strong all day,” said Mike
Murfitt, Marketing Director at Hotbox Roasters. Murfitt should know – the dude
practically lives on a bike when he’s not up close and personal with coffee
beans. At the age of 12 he started BMX
racing and later got into free-styling and jumping. A few years back his dad
bought him a mountain bike as a gift and he started taking it to the weekly
REEB rides in Lyons, CO. Long story short, he’s now a sponsored REEB rider and
Hotbox Roasters coffee hype-guy.
Anyway, perfectly roasted coffee meets crisp, clean,
filtered Rocky Mountain water and the two mingle for 24 hours during the
brewing process. Meanwhile, millions of tiny, velvety nitrogen bubbles are
infused – giving the brew just the right smoothness for stimulating your
nitrogenous zone. The result is a naturally slightly
sweet wake-up alarm in a recyclable package.
“Minimizing our environmental impact is a top priority,” explained Murfitt. “So
we use aluminum cans which are infinitely recyclable and protect the flavor and
consistency of all our coffee products.”
Coming up in May 2017, Murfitt and photographer Mike
Eldridge will take their bean show on the road, embarking on a three-month-long
road trip across the country. The goal is to get folks excited about Nitro Cold
Brew with samples and promos, and to have some fun along the way. Part of the
project is the launch of Cranks and Coffee, a series of scheduled group rides. “A
lot of people like to pair riding bikes with coffee,” said Murfitt. “But this
is something that’s never really been done by a coffee company before.” Hotbox
Roasters has teamed up with REI’s Mountain Bike Project to make the rides
accessible to the public. The schedule and routes can be found on mtbproject.com
or by using REI’s app.
Follow these characters on their caffeinated journey by
tuning into their Facebook,
Twitter, Instagram and/or
Snapchat profiles. Heck, the Hotbox van might turn up in your neighborhood.
In the meantime, crack a can of Nitro Cold Brew and prepare
for lift-off. Find Hotbox Roasters’ Nitro Cold Brew at any Oskar Blues
Fooderies location including the newly opened Hotbox Roasters CBD Café located
in Denver’s RiNo Art District. Major grocers in Alabama, California, Colorado,
and North Carolina carry it; and it’s soon to hit shelves in Florida, Kansas
and Missouri. Retail partners include Whole Foods, Lucky’s Market, Alfalfa’s
Market and coming soon to Kroger brand stores. Check out the Hotbox Roasters website for more info.