The expansion marks a significant shift for the employee-owned firm, which first introduced the Joe Knows Coffee brand in 2009. By leveraging 100% Arabica beans, the company is targeting a demographic that increasingly favors cold beverages over traditional hot coffee. According to the Fall 2025 National Coffee Data Trends report, 21% of American adults consumed cold brew within the past week, a 50% increase since 2020.

Rich Schaafsma, President of Paramount Coffee, frames the move as a rejection of monotonous coffee culture. The new lineup includes Caramel Café, Mocha Mo-Joe, Vanilla Chill, and the dark-roasted Tall, Dark and Handsome. Unlike iced coffee, which is brewed hot and cooled, this product is steeped in cold water to reduce bitterness. Consumers can purchase the 12-ounce cans directly through the company website or at select retail locations.