I imagine you batch cold brew, filter, reduce for better storage capacity and transfer to the filling machines.

I have no doubt that’s the explanation. But why not just sell it super concentrated and let me add 4 cups of water (or whatever) as opposed to one?

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because you're willing to pay more to them this way

same reason you don't just make your own concentrate from coffee grounds

Generally more reliable end results for the average user a more dilute mixture than more concentrated given variations in measuring. Like diluting 250ml with 250ml of water, a bit off either way doesn't matter much. 100 ml in 400ml, a little off with the concentrate can make a big difference.

Also, I bet people would tend significantly to buy the 250ml of concentrate thinking it's a better deal than 100ml even if it mixes up to the same final result.

One of the reasons i like about EU and the metric system is that there are no work-arounds.

They CAN write “per serving” but they MUST write “per 100g or 100ml”

Probably something with getting people to buy more bottles...

Or it could be that the testing on the more concentrated version had people think it was too strong, or didn't keep as well, as some people might only be using this to make a single cup at a time.

Knowing that I really like it I would pay twice as much for double the concentration. But i never would have paid that much in the first place to try it and find that out.

That’s a very valid point. Companies have to make things easy on people or else they face backlash because of the consumers error.

Well, they do, have you seen those little powder bags that you add to water? It's probably not as marketable as something that's ready to go.

Wow

I forgot all about those for cold brew. I really appreciate the reminder.

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It's like cutting cocaine.

The ultimate source is a black hole made of the purest old brew in existence.

Brewed decades ago!

They say he carved the spoon himself... From a bigger spoon