Brown Sugar: The Flavour of the Year in Coffee Culture

2025 has spoken—and the verdict is delicious. Brown sugar is officially the flavour of the year, making waves across the coffee world with its rich, deep sweetness and caramel warmth. Whether it’s swirled into an iced oat latte or used to elevate a flat white with molasses-kissed magic, brown sugar is no longer just a pantry staple. It’s a flavour hero redefining how we experience coffee.

At Procaffeinate, where we believe in bold flavour, beautiful design, and luxurious ritual, we’re fully embracing brown sugar’s rise. Let’s explore why this humble ingredient is having its moment, how it transforms your coffee, and the best ways to use it in your brew.

What Makes Brown Sugar So Special?

Brown sugar is simply white sugar with molasses added back in, which gives it that signature colour, texture, and flavour. The result? A sweetener that’s not just sweet—but rich, toasty, and complex.

Flavour Profile:

• Caramelised depth
• Toffee warmth
• Mild smokiness
• Slight savoury edge

Unlike white sugar, which delivers a clean, one-note sweetness, brown sugar adds layers of flavour that enhance coffee’s natural complexity. It plays beautifully with chocolatey espresso, fruity single origins, and creamy milk drinks alike.

Why Brown Sugar is Trending in Coffee

From Seoul to Shoreditch, brown sugar has become a coffeehouse obsession. Here’s why it’s the flavour on everyone’s lips:

1. The Rise of Caramelised Sweetness

Consumers are craving flavours that feel warm, nostalgic, and indulgent. Brown sugar delivers that dessert-like sensation without being overly artificial.

2. TikTok & Café Culture

Drinks like the Brown Sugar Shaken Espresso have gone viral thanks to social media. With their aesthetic swirl, ice clink, and velvety crema, they’re as photogenic as they are addictive.

3. A Perfect Bridge Between Tradition and Trend

Brown sugar is old-school enough for coffee purists and trendy enough for Gen Z—making it the ideal cross-generational flavour.

4. Works Across Hot & Cold Drinks

From iced lattes to affogatos to cortados, brown sugar is versatile and complementary, adapting to every format without overpowering the coffee itself.

How to Use Brown Sugar in Coffee Like a Pro

At Procaffeinate, we love experimenting with brown sugar in our test kitchen. Here are some signature ways to use it:

1. Brown Sugar Shaken Espresso (Iced)

This is the drink that kicked off the global craze. It’s bold, sweet, and incredibly smooth.

Recipe:

• 2 shots espresso
• 2 tsp dark brown sugar
• Dash of cinnamon
• Ice
• Oat or almond milk (optional)

Shake espresso with sugar and ice vigorously, pour into a glass, and top with a splash of milk for a silky finish.

2. Brown Sugar Flat White (Hot)

Perfect for winter mornings and chilly afternoons.

Recipe:

• Double espresso
• 1 tsp brown sugar melted directly into the shot
• 120ml steamed milk
• Light sprinkle of raw brown sugar on the crema

The sugar brings out roasty, chocolate notes in the espresso and adds a beautiful roundness to the finish.

3. Brown Sugar Cold Brew

For a smooth, mellow iced coffee with a toffee kick.

Recipe:

• 200ml cold brew
• 1 tbsp brown sugar syrup
• Ice and oat milk to taste

Make the syrup by simmering equal parts brown sugar and water until dissolved. Store in the fridge and drizzle as needed.

4. Espresso Old Fashioned (Non-Alcoholic)

A sophisticated, moody drink for late-night sipping.

Recipe:

• 1 shot espresso
• 2 tsp brown sugar
• Dash of orange bitters
• Ice
• Orange peel garnish

Stir like a cocktail. Sip slowly. Feel fancy.

What Kind of Brown Sugar Should You Use?

Not all brown sugars are created equal. Here’s a breakdown:

Light Brown Sugar – Mild and subtle, great for general use

Dark Brown Sugar – More molasses, deeper caramel flavour

Muscovado Sugar – Unrefined, sticky, bold and earthy—perfect for adventurous brewers