Today Keurig, the maker of the omnipresent coffee pod brewing systems, debuted a new smart brewing platform called BrewID.
So what is BrewID? According to the announcement, BrewID is “an all new technology platform designed to support a number of features, such as the ability to identify a specific K-Cup pod brand from more than 900 pod varieties, including the specific roast, and automatically adjust the brewer’s temperature and strength settings to the specifications to the recommendations of the coffee roasting expert who created it.”
In other words, the new platform will allow Keurig coffee partners to create customized brew settings optimized for each specific roast.
“Every coffee needs a different technique to brew it to its optimized cup size or preference,” Roger Johnson, Keurig’s SVP, Appliance Global product Organization, told me over a zoom call. “And so this technology allows you to center so you understand what the roaster intended and then it’s up to whatever you’d like.”
Johnson said one of the goals of the new brewer with the BrewID platform was to achieve something closer to what you might get from a barista with, say, a pour-over coffee. To achieve that, the new brewer pairs the BrewID with Keurig’s Multistream brewing technology, which in the case of the new brewer, means five streams of water vs just one.
BrewID will make its debut in the company’s first Wi-Fi connected brewer, the K-Supreme Plus Smart Brewer.
I know what some of you are thinking: Coffee pods usually mean a quick, serviceable cup of coffee, but don’t equate to a barista crafted cuppa joe. While you are right, I do think that having a brew tailored for a specific coffee roast makes lots of sense. Dark coffee should be brewed differently than lighter coffee. Arabica beans should get treated differently than Robusta.
And that’s the goal of BrewID. By being connected, the device can access specific brew profiles from Keurig’s network of 75 or so third party roasting partners for specific brew instructions for the 900 or so different types of pods.
The new connected brewer also will have the usual list of benefits of being connected, including app-based programming and control and auto-replenishment. According to Johnson, while Keurig has offered auto-replenishment of pods with some of its earlier models, those models used a time-based system that would order pods at a pre-set interval. With the new Wi-Fi based brewer, pod auto-delivery will be based on usage of pods.
I have to admit, when I first heard the name BrewID, images of Keurig’s ill-fated brew “DRM” technology came to mind. Johnson assured me that Keurig learned their lesson from the Keurig 2.0 system rollout.
“You can brew any pod that you would like,” Johnson told me. “There’s no lockout feature. We celebrate a democratized system.”
Of course, one thing BrewID doesn’t change is the fact Keurig is still, well, a pod system. While Keurig has made big strides in making their pods recyclable – in fact, technically all K-cup pods are now recyclable – whether pods are actually recycled is dependent on consumers actually doing the work. This involves separating the lid, throwing the coffee into the compost and making sure the plastic cup is then put into the right bin. My guess is a lot of consumers still throw the spent pods into the garbage whole, putting plastic into the waste stream.
And while some new grind-and-brew systems like the Spinn do away with the pod altogether and may pose a threat in the future, those systems are still dwarfed by pods, which in 2020 account for a $25 billion market.
So for now, pods are still massive (and growing) business. And, with its new BrewID platform, Keurig is hoping to bring even more coffee drinkers to the pod.
The K-Supreme Plus Smart with BrewID will sell for $199 and will be available this fall.
