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The whole idea behind cold brew is to extract coffee from the grinds at a low temperature as a way of reducing the overall acidity of the brewed coffee. Heat, generally in the form of the hot water used to brew, speeds up flavor extraction; so without heat, longer times are needed. For cold brew, I generally let the extraction take at least 12 hours, but no more than 24 hours. My recipe also calls for a slightly less fine grind, which works well with the longer brew time.