AmiSight 3/11: Dutch Bros Is Beating Coffee Tradition With Cold Custom Drinks

Dutch Bros has become the third-largest U.S. coffee chain, but ~90% of its sales are cold beverages, especially custom energy drinks, not hot coffee. Its Rebel energy lineup and 40+ flavor mixes are drawing younger customers, while Starbucks and McDonald’s move into the same space. According to The Wall Steet Journal, Dutch Bros is expanding fast, leaning into loyalty rewards, more food options, and broader geographic reach — turning a coffee brand into a custom beverage lifestyle play.

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