쉐도잉 연습: Why Americans Love Iced Coffee - 영상으로 영어 말하기 배우기
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Between 2016 and 2023, consumer spending on cold coffee, which includes iced coffee, cold brew and frozen coffee drinks, more than doubled in the U.S.
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Hot coffee, on the other hand, grew about 20%.
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Lots of ice is clean.
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We want it super, super cold.
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You know, I see an iced coffee being made on social media and they're shaking their ice around.
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I'm like, well, maybe I want an iced coffee now.
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Like, it truly works.
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You can see that iced coffee really is at the forefront of advertising for chains like Dunkin.
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The company told CNBC that since 2019, it's grown its iced drinks by 50%, and they now represent two-thirds of its total beverage sales.
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It can be 10 degrees and slowly falling, and there will be people who will be clutching their cold brew coffees as they walk to work.
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And that was not the case until relatively recently.
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So why do Americans love putting this traditionally hot beverage over ice?
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And will cold brew and iced coffee eventually take over?
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Americans spent nearly $88 billion on out-of-home coffee purchases in 2023 about 20% of that was on cold coffee,
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but tracking at home cold coffee consumption can be hard.
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A lot of people are taking standard ground coffee, putting it in, you know, a pitcher or something and letting it brew overnight and making cold brew.
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And how on earth do you track that?
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And the answer is you can't.
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Sales at coffee house chains can help paint a clearer picture.
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Starbucks controls about 25% of the U.S coffee and snack shop market.
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The way it usually works in the U.S is that coffee trends start with a coffee shop, and above all, at the big chains like Starbucks.
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So the way to look at it is when did they really start pushing the cold beverages?
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That's about when cold beers are reaching those restaurant menus, and then that shapes what good coffee is thought to be like in the lines of consumers, which then in turn shapes things like their at-home consumption patterns.
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From 2013 to 2021, Starbucks U.S cold beverage sales grew from less than 40% to 75% of all drinks sold.
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It's important to note that this includes non-coffee drinks as well.
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For Dutch Bros, a West Coast-based coffee chain, cold drinks account for about 90% of its beverage sales.
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About half of that is cold coffee.
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The rise of caffeinated alternatives, like energy drinks, may help explain the appeal of iced coffee as well.
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Americans love soft drinks in general, so are the view of helping make coffee in a soft drink.
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In the U.S., ready-to-drink coffee is almost always drank cold, and consumption is up over 40% between 2019 and 2023.
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That is much higher than the global growth rate, even without Japan, who accounts for about half of the total market and disproportionately skews the data.
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When you look at the big chains, they shape consumer taste, but they also reflect consumer taste.
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And so I think there's a little bit of both happening there, right?
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Where consumers clearly are asking more for cold beverages.
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That's driven largely by Gen Z, by millennials.
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The skew is pretty clear that the younger consumers prefer cold coffees,
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iced, cold brew, etc. The divide between iced versus hot coffee drinkers is largely generational.
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Americans aged 18 to 24 are the largest consumers of cold coffee.
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A survey found that about half of respondents had it within the past day.
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The second largest cold coffee drinking cohort was respondents aged 25 to 39.
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And there was a big drop off then in Gen X and boomers.
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They'll drink cold coffees, they'll drink some cases cold brews or iced coffee, but it's really more like a summertime thing that's hot.
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Whereas the millennials, especially Gen Z, really broke free of that seasonality.
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And that's the key difference is that they view it as an anytime beverage rather than a seasonal thing.
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As a Gen Z coffee drinker myself, I almost always opt for an iced coffee.
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And for me personally, it's because it lasts longer than a hot coffee.
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If I'm at the office, I want something that I can sit at my desk and sip on for a few hours.
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I think there's definitely less exploration.
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There is less cravings for variety with those older generations.
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Since coffee has such an established background as this hot beverage,
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I think it's kind of hard to break that mindset with a generation that for so much of their lifetime, it has just been that hot beverage.
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A 2023 Mintel report found that 26% of U.S teens consume cold coffee, while about 18% consume hot.
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One reason behind its popularity amongst younger generations is because it's an easier entry to coffee.
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It's highly customizable and you can add lots of flavors
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and toppings that that help divert from the natural bitter taste of coffee.
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Increasingly, that younger consumer that is not just asking for a very plain cup of hot coffee, right?
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They want a coffee-based beverage that has something more to it.
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And I think that's reflected in that marketing and promotions.
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Thank you.
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Have a nice day.
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The clear plastic cups that cold coffee typically comes in lends itself very well to the age of social media.
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These new drinks are a Starbucks wicked collaboration.
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So you can see that the foam on top is actually green and as you swirl it around, it mixes into the drink.
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There's some like sparkles on top.
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All of these colors and aesthetics simply wouldn't be possible if it were a hot drink.
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Even though many younger Americans view cold coffee as an all year round beverage, companies like Starbucks have seen a clear dip in the winter months.
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One of the reasons Europe hasn't fully adopted cold coffee is because of, I think, the climate, and they're still largely driven by hot coffee,
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and, you know, especially in Northern Europe.
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Americans as coffee drinkers are much more experimental, right?
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They don't have a very strong coffee culture.
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They find a place like Brazil, Turkey, Italy.
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There's that long historical tradition, a sense of here's how we make coffee.
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Traditionally, Americans are much more into trying new things.
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In terms of the trends right now spreading around the world, things like cold brew, like nitro, they're coming from the United States.
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Many coffee makers like Nespresso and Keurig are jumping on the iced coffee bandwagon too.
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Nespresso released a ready-to-drink canned beverage for the first time this summer.
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And Keurig is now selling a coffee machine that brews hot and then flash chills it to make iced coffee.
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Still, cold brew and iced coffee have some ways to go before catching up to their hot counterpart.
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Hot coffee is still by far the most popular way Americans consume coffee.
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A big part of our growth expectation is just that more
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and more restaurants and food service operators are going to add this to the menu
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and so our expectations are very bullish for growth of the cold coffee category over the next five years
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이 레슨에서 연습할 내용
이 비디오를 통해 미국인이 아이스 커피를 사랑하는 이유를 알아보고, 실제 회화에서 자주 사용되는 단어와 표현을 익히며 영어 쉐도잉 연습을 할 수 있습니다. 특히 Gen Z와 밀레니얼 세대의 소비 패턴, 커피 업계의 트렌드 변화 등을 다루고 있어, 일상 대화뿐만 아니라 IELTS 스피킹에서도 유용한 주제입니다. 쉐도잉을 통해 자연스러운 발음과 리듬을 연습하고, 영어 회화 실력을 키워보세요.
주요 어휘 및 표현
- cold brew: 콜드브루 (차가운 물에 커피를 오래 담가 만든 커피)
- seasonality: 계절성 (계절에 따른 변화)
- customizable: 맞춤형의 (원하는 대로 변경할 수 있는)
- caffeinated alternatives: 카페인 함유 대체품 (에너지 드링크 등)
- bitter taste: 쓴 맛 (커피의 자연스러운 쓴 맛)
쉐도잉 연습 팁 (shadowspeak)
속도와 리듬 조절하기
비디오의 대화는 일상적인 속도로 진행되므로, 처음에는 느리게 반복해서 연습하세요. 특히 "consumption patterns"나 "generational divide"와 같은 긴 단어나 구문은 발음을 명확히 하면서 속도를 맞춰보세요. 쉐도잉을 할 때는 목소리의 높낮이와 강세도 주의해서 따라하세요. 예를 들어, "it's an anytime beverage rather than a seasonal thing"에서 "anytime"을 강조하는 부분을 살펴보면, 자연스러운 회화의 리듬을 이해할 수 있습니다.
세대별 차이 표현하기
영어 회화에서 세대별 특성을 설명할 때는 "Gen Z", "millennials", "boomers"와 같은 용어를 자주 사용합니다. 이 비디오에서는 "younger consumers prefer cold coffees"와 같이 비교 구문을 사용하여 세대 간 차이를 강조합니다. 쉐도잉을 통해 이러한 비교 표현의 어조를 익히고, IELTS 스피킹에서도 활용할 수 있도록 연습하세요. 또한, "it's an easier entry to coffee"와 같은 표현은 아이스 커피의 장점을 설명할 때 유용하니, 반복해서 연습하여 자연스럽게 사용할 수 있게 하세요.
맞춤형 커피 설명하기
아이스 커피의 인기를 설명할 때 "highly customizable"나 "add lots of flavors and toppings"와 같은 표현이 등장합니다. 이는 일상 대화에서 제품의 특징을 설명할 때 자주 사용되는 구문이므로, 쉐도잉을 통해 발음과 어순을 익히세요. 특히 "divert from the natural, bitter taste"에서 "divert from"의 사용법을 숙지하면, 영어 회화에서 다양한 맛이나 특성을 설명할 때 유용합니다.
이 비디오를 활용한 쉐도잉 연습을 통해 영어 발음, 리듬, 그리고 회화 실력을 동시에 향상시킬 수 있습니다. 매일 10분씩 반복해서 연습하고, 자신의 목소리를 녹음하여 원본과 비교해보세요. 조금씩 발전하는 모습을 확인하면서 흥미를 유지하세요!
이 영상의 문법
화자가 가장 많이 쓰는 문형을 영상 속 실제 표현과 함께 정리했습니다.
| 문형 | 영상 속 표현 |
|---|---|
| 현재완료 have/has + 과거분사 — 과거의 일이 지금도 관련이 있을 때 | has just been · have seen |
| 수동태 be + 과거분사 — 누가 하는지보다 무슨 일이 일어나는지에 초점 | being made · is thought |
쉐도잉이란? 영어 실력을 빠르게 키우는 과학적 방법
쉐도잉(Shadowing)은 원래 전문 통역사 훈련을 위해 개발된 언어 학습 기법으로, 다언어 학자인 Dr. Alexander Arguelles에 의해 대중화된 방법입니다. 핵심 원리는 간단하지만 매우 강력합니다: 원어민의 영어를 들으면서 1~2초의 짧은 지연으로 즉시 소리 내어 따라 말하는 것——마치 '그림자(shadow)'처럼 화자를 따라가는 것입니다. 문법 공부나 수동적인 청취와 달리, 쉐도잉은 뇌와 입 근육이 동시에 실시간으로 영어를 처리하고 재현하도록 훈련합니다. 연구에 따르면 이 방법은 발음 정확도, 억양, 리듬, 연음, 청취력, 말하기 유창성을 크게 향상시킵니다. IELTS 스피킹 준비와 자연스러운 영어 소통을 원하는 분들에게 특히 효과적입니다.