A storm is brewing in the world of cold coffee.

On Wednesday, Peet’s Coffee & Tea, the company that introduced America to dark roasts, will begin selling a new crushed-ice coffee drink it calls Javiva — and will emphasize that, unlike its competitors, the concoction is made from “fresh, brewed coffee.”

While that might seem obvious, Peet’s marketing is aimed at drawing attention to the fact that most competitive coffee-and-crushed-ice drinks, known in the business as “blended iced coffees,” are made from instant coffee powder, coffee syrups and coffee extracts, not from pots of brewed coffee sitting in the stores where they are sold.

“We brew fresh coffee in the stores, and it only makes sense that fresh coffee would go into these beverages,” said Tyler Ricks, chief marketing officer at Peet’s. “But as we talked to consumers, we realized they had the impression everyone else was using fresh coffee, and that’s not the case.”

The company’s efforts to distinguish its products from rivals are occurring as it concentrates on expanding into major urban markets like Chicago and Washington.