Then, they’re roasted and ground for optimal flavor
Besides all the work that went into choosing the perfect beans for cold brew, Peet’s took it a step further: how to optimize the roast. Peet’s is known for having a dark roast coffee, but they chose a medium roast for their cold brew's blend of East African beans. Gretchen Koch, Director of Marketing, Cold Brew, said they found this medium roast best delivered a bold, smooth and slightly sweet flavor – in line with coffee taste expected from Peet’s, but still refreshing and crisp for a cold coffee.
Peet's believes that fresh beans are what make a flavorful cup of coffee. For cold brew, the beans are freshly roasted for each batch, even when they’re making the ready to drink bottles. After roasting, the beans are coarsely ground for cold brew, as a coarser ground will take longer to extract the most flavor from. Finely ground beans, because they have a smaller surface area, will extract too quickly, and lead to a bitter coffee.