Over oat-milk hot chocolates at La Colombe on Vandam Street, a shop regularly flooded by workers from nearby tech companies and art galleries, Josey Markiewicz, who manages training and quality assurance at the cafe, described the Oatly onslaught. In just a year, Oatly has spread from 10 locations in New York to more than 1,000 locations nationwide. The company decided to introduce its product not on grocery shelves but at specialty coffee shops, where baristas could act as oat-milk ambassadors to customers and other professionals within the brewing and roasting communities. “I tell my friends and family what I’m doing, and they’re like, ‘oatmeal?’ or ‘goat milk?’ ‘What did you say?’” said Mike Messersmith, the general manager of Oatly’s United States business. Sorry to disappoint you, that’s just not us.”īut as with other Scandinavian exports, like hygge, not everyone is “getting” the message yet. “Tall, blond, beautiful, hard to get, extremely liberal with no sense of attachment or responsibility whatsoever. “We know how it sounds,” Oatly’s website acknowledges.
singing an ode to the oat amid a field of grains and avowals of its authenticity. Oatly’s image has been reworked over the last five years, with graphic packaging and sleek marketing materials, including a video of the company’s C.E.O. Their brand of choice is Oatly, a 25-year-old food-and-beverage company founded in Malmo, Sweden, the onetime home of the author Karl Ove Knausgaard. Baristas are bullish on its creamy-yet-neutral taste, its foamability and its ecological cred. The plant-based beverage industry is a $9.8 billion market projected to grow to over $16 billion in 2018, according to Innova Market Insights, and one of its most promising entrants is oat milk. Hemp milk? For the birds … and the hippies. Coconut and rice milk are basically water. Pea milk? Sounds like a kindergarten taunt. Grocery stores now stock an army of nut milks - almond, cashew, hazelnut, macadamia, you name it - which can be too grainy, too thin or frankly too flavorful. Then came soy, which may come closest to the real thing in nutrients and consistency.
First there were powdered “creamers,” with their troublesome corn syrup solids. Opening later this year is rooftop restaurant P6 from Damien Brockway and burger/beer joint Bridge & Trail from Justin Ermini, who is also the hotel’s executive chef.įounder Joshua Zad opened the first Alfred in Melrose Place, Los Angeles in 2013, and grew with several cafes throughout the California City, as well as a tea room spin-off in Los Angeles and Tokyo.When did finding something to put in your coffee get so complicated?įor the lactose-intolerant or merely dairy-averse, there are more alternatives to good ol’ American cow’s milk than ever. The coffee shop joins Arlo Grey as the hotel’s food and beverage options for now. daily for now, with expanded hours to come later. There’s the requisite signature “But First Coffee” neon and the city-specific coffee sleeve is a take on those “Greetings From” postcards.Īlfred in the Line Austin Hotel is open from 6 a.m. Much like the Los Angeles locations, the wall features its striped wall (the Austin colors are pale blue and deep red). Alfred is tucked into the Line Austin Hotel’s lobby, but sliding doors open the space up and integrate it into the entryway (guests can take advantage of the lobby seating to enjoy their coffees and pastries).
#ALFRED COFFEE OAT MILK FULL#
Scope out the full menus below.Įater photographer Courtney Pierce previewed the intimate cafe space. She was originally pegged to run the pastry department at Sour Duck Market. Alfred’s pastries assortment, baked by the Line’s head baker Ashley Whitmore, includes matcha conchas, eggs Benedict kolache, big cookies, and other sweets.
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