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How BOMANI’s Founders Are Changing The Ready-To-Drink Landscape

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We had the pleasure of interviewing Sam Madani and Amin Anjedani, co-Founders of BOMANI Cold Buzz – a premium, ready-to-customize, alcohol-infused cold brew coffee made with 100% Arabica coffee beans with no sugar, no carbs and just 110 calories per can.

Q: Tell us your backstory. How did you three start Bomani?

A: We were all working high-intensity finance jobs in New York City. After a long week of work, we wanted to enjoy our weekends – so we would frequently enjoy our drinks with some caffeine. We noticed a lot of our friends did the same thing, and we ultimately decided that there had to be a better alternative than the sugary energy drinks mixed with vodka and the high-calorie espresso martinis that we knew bartenders hated to make. Our vision was simple: a delicious, ready-to-enjoy alcohol-infused cold brew coffee that was lower sugar, lower carbs, and lower calories.

Q: What has the response to the brand been like? Has it changed the way people think about ready to drink cocktails?

A: The response has been pretty incredible. As the lead for the development of the brand and product, I always am extra critical of myself and the drink. Seeing how genuinely excited our consumers and fans get about BOMANI is always an amazing experience.
In CPG you are particularly exposed to criticism as people are giving immediate and direct feedback on something they consume. Having thick skin is a part of the job! And to have an overwhelmingly positive response to BOMANI has been a really validating thing for us.
I think we’ve changed up the RTD space as well, we like to say BOMANI is ready- to-customize since you can truly make the drink your own, the same way you would a non-alcoholic cold brew.

Our whole team feels humbled and thankful to the response that people have had towards BOMANI. Having launched in 2020 in a totally unprecedented and unpredictable world, we believe that a major reason we’ve been successful is that once people buy BOMANI, they come back to repurchase. The repurchase rate was so high that it actually led us to fundamentally change our strategy: rather than sell a million cases of BOMANI to a million people, we decided to focus on and truly invest in a small target audience – as low as one thousand people at the start! Over time, we learned that the repurchase rate married to the “word of mouth effect” led to exponential growth.

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Q: What gap does Bomani seek to fill in the ready to drink space?

A: BOMANI is alcohol-infused cold brew coffee. At a very basic level, a key differentiator is that BOMANI is 5.7% ABV and it offers ½ a cup of coffee’s worth of caffeine per can – very few beverages on the market offer both alcohol and coffee.

More specifically, BOMANI is the only alcohol-infused cold brew coffee on the market that proudly discloses its entire nutritional level, which is due to the fact that our team believes in transparency. Plus, we’re proud to say that we worked tirelessly to make sure BOMANI was not only delicious with its 100% ethically sourced Arabica bean cold brew coffee – but that it was also zero sugar, zero carbs, gluten-free, dairy-free, non-GMO, vegan, Kosher, and only 110 calories!

I think it’s also really important to note that because BOMANI does not use any creamer or artificial sweeteners, BOMANI can be used as a base that complements a long list of ingredients to make a wide variety of cocktails.

On the hospitality front, BOMANI has opened so many doors for bartenders and restaurants to incorporate premium coffee-based cocktails on their menu without the added expense of industrial grade equipment and brew time traditionally needed to make drinks like the espresso martini.

Q: What are some industry trends that Bomani is capitalizing on? Low sugar? Low ABV?

A: The liquid itself is literally a combination of the two fastest growing subcategories in the entire beverage industry: cold brew coffee and hard seltzer. Though BOMANI is not carbonated, it does use the same type of alcohol that goes in the hard seltzers (alcohol from sugar cane). The reason we selected this type of alcohol is because it is smooth and muted; it doesn’t have the same type of bite that many liquors do. As a result, the 100% ethically sourced, mountain-grown Arabica bean cold brew flavor shines through first.

Additionally, BOMANI is capitalizing on the better-for-you industry trends by offering a beverage that only has four ingredients on the nutrition label – a beverage that uses only natural ingredients, tastes delicious, and contains no sugars, no carbs, no gluten, no dairy, and no GMOs.

Finally, BOMANI is pioneering the all-new hard coffee category, which has grown 11,000% year over year!

Q: How can consumers enjoy Bomani?

A: BOMANI was intentionally designed to be versatile! Consumers can enjoy BOMANI straight out of the can, poured over ice, mixed with cream & sugar (or dairy & sugar alternatives like coconut milk & agave), or used as the base of a creative cocktail. We have about 100 cocktail recipes on our website, and we are adding more every week as new people share suggestions with our team.

Q: What are some of your favorite ways to drink Bomani?

A: I love BOMANI over ice, but I also really enjoy it with muddled mint, white rum, simple syrup, and cream.

The aroma of BOMANI – complete with notes of chocolate and caramel – literally remind me of what Friday after work smells like. As a result, I have to say that Friday, right when I shut down my laptop and meet my friends – that’s my favorite way to enjoy BOMANI.

With that said, I’m a sucker for a good BOMANI cocktail at brunch!

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Q: What’s next for the brand? Any expansion plans or new flavors on the horizon?

A: We’re always innovating and creating opportunities for new flavors but we are also very strategic with the way we want to build the brand. We believe a methodical approach that allows consumers to become familiar with such a new category before really putting our foot on the gas it the appropriate way to go.

Many of our friends who are bartenders love BOMANI because they have the option to simply crack the can and serve it to a customer or to make it the base of their coffee cocktails. Without giving too much away, be sure to follow us on social media @drinkbomani to stay up to date with the latest!

Q: Where can people find Bomani?

A: Check out our store locator to find a store near you.

If there aren’t any stores close by or if you’d like to order by delivery instead, you can order from our online store and get BOMANI delivered right to your door!

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