In São Paulo's Vila Buarque neighborhood, a café mural showcases a young person upside down with a cup of coffee, accompanied by the phrase, "good coffee doesn't have to be boring," capturing the essence of Generation Z's approach to tradition. According to a Nielsen survey for Nestlé, iced coffee consumption at cafés accounts for 12% of total cups, with that percentage rising to 18% among Generation Z consumers. This shift is indicative of a larger trend towards exploring more creative coffee mixtures.

The significant rise in interest for iced coffee, as demonstrated by a 1,250% spike in Google searches for cold brew in early 2026 compared to the previous year, reflects changing consumer behavior in Brazil, known for its traditional hot coffee culture. The demand for iced coffee has notably increased during the summer months, prompting cafés to adapt their offerings to attract younger customers who prioritize creativity and visual appeal in their beverage choices.

Chains like The Coffee, which has numerous locations across Brazil, are capitalizing on this trend by diversifying their drink menus and enhancing the aesthetic aspects of their products. As the market for iced coffees expands among younger consumers, it not only transforms the café experience but also underscores the evolving landscape of coffee consumption in Brazil, where innovative interpretations of traditional café culture are becoming increasingly popular.