McGovern predicts that as dairy, added sugar, and preservatives go out of favor, we’ll see an array of beverages beyond beer and coffee get the nitro treatment. At his brewery in Stamford, Connecticut, they improvise with ingredients and chemicals during sessions they call "F Around Fridays."
“We’ve nitro’d rosé, we’ve nitro’d root beer, we’ve nitro’d apple juice, we’ve nitro’d teas, we’ve nitro’d matcha, we’ve nitro’d coffee,” McGovern says. They even nitrogenated gravy at the brewery’s Thanksgiving party last year.
McGovern is onto something. Although not yet commonplace, nitro cider and matcha green tea, for example, exist.
Sprudge co-founder Jordan Michelman would like to see NCB play with beer more. Beer cocktails in which two different brews are mixed, such as a Black and Tan, are not as common in America as the UK, but he sees NCB-beer blends as a possibility that could take off.
However, his no-nonsense take on nitro’s future follows Newton’s third law. What goes up must come down, and the end of the era is near. He compares the trajectory of NCB to that of the Flat White (RIP) -- once ordered by hip people everywhere only to get canceled once Starbucks rolled out ads depicting the sleek foamless latte.
Michelman has a point. Some of Starbucks’ NO2 creations, the Nitro Dirty Chai, Nitro Pepper Jerky Cold Brew, and Nitro Hopped Apricot Cold Brew are signs that nitro coffee has maybe jumped the shark. “Starbucks is [a trend chaser] but they’re also the death sentence of the trend.”