Celebrity coffee brands have recently made a significant splash, capturing the attention of coffee professionals and enthusiasts alike. Last week, NFL player Patrick Mahomes took on the role of lead investor for Throne Sport Coffee, while rock band Green Day collaborated with Keurig Dr Pepper to introduce a new coffee line. Additionally, former New York City mayor Rudy Giuliani launched his own coffee brand following his bankruptcy filing.
While celebrity involvement in coffee isn’t a new phenomenon—dating back to the early 1970s when various athletes, actors, and musicians began endorsing or starting their own coffee companies—the trend has become much more prominent in recent years, impacting the specialty coffee market notably.
Given this context, it raises the question of whether these brands and partnerships are truly adding value to the industry or potentially causing harm. To gain further insights, I spoke with Miranda Caldwell, founder of The Coffee MBA, and Caleb Benoit, founder of Connect Roasters.
A surge of new celebrity coffee brands
Celebrity coffee brands have made headlines recently, with an impressive number of new entries into the market last week. Among the most prominent was NFL star Patrick Mahomes, who, alongside beverage expert Michael Fedele, revealed his role as the lead investor in Throne Sport Coffee. This innovative ready-to-drink coffee brand offers a functional beverage featuring 150mg of natural caffeine sourced from arabica beans, along with cane sugar, B vitamins, electrolytes, and branched-chain amino acids (BCAAs).
In addition, just before their world tour, the rock band Green Day launched Punk Bunny Coffee, which includes a variety of whole bean, ground coffee, and capsule options. Building on the success of Oakland Coffee Works, established about a decade ago, Punk Bunny Coffee has partnered with Keurig Dr Pepper to provide its blends in K Cups.
In a surprising twist, former New York City mayor Rudy Giuliani introduced his own coffee brand, Rudy Coffee, despite facing bankruptcy and a staggering $148 million in debt. This line features three distinct blends and emphasizes the health benefits of coffee.
Moreover, Blue Bottle Coffee collaborated with Canadian musician The Weeknd to unveil the latest addition to the Samra Origins series. The Buna Tetu collection includes whole bean blends, instant coffee, and merchandise, following the earlier release of a micro-lot coffee and another blend in mid-2023.
Finally, NBA player Jimmy Butler shared plans in a GQ interview to open the first BigFace store in September 2024, a brand that has gained considerable popularity within the specialty coffee community. This week’s developments highlight the growing influence of celebrity coffee brands in the industry.
Impact on the coffee industry: Benefit or burden?
As numerous celebrity coffee brands flood the market, discussions about their impact on the industry are becoming increasingly relevant.
Caleb Benoit, founder and CEO of Conneict Roasters in Illinois, emphasizes the need to understand the motivations behind celebrities, athletes, and influential figures venturing into the coffee business. “There’s no single reason for this trend,” he explains. “It often involves a combination of functional benefits, entrepreneurial opportunities, and a genuine passion for coffee and its culture. For instance, Ian Happ, the MLB All-Star who partners with us, would likely say all these elements play a role.”
Miranda Caldwell, founder of The Coffee MBA and a seasoned coffee business consultant, views celebrity coffee brands as a strategic initiative. “Celebrities and their management teams have long recognized the value of sustaining wealth through products,” she notes. “When an athlete’s career ends due to injury or a musician’s fame diminishes, launching products helps maintain their lifestyle. It makes sense that this trend extends to the coffee sector, as coffee is both beloved and widely consumed, making it a ‘safe’ choice for fans and consumers alike.”
These insights raise important questions about whether celebrity coffee brands truly enhance the industry or pose potential challenges.
Evaluating the value of celebrity coffee brands
When examining celebrity coffee brands, particularly Throne Sport Coffee, it’s evident that Patrick Mahomes identified a lucrative opportunity within a rapidly expanding market. Research from Mintel indicates that 35% of U.S. consumers are interested in ready-to-drink (RTD) coffee with added health benefits—a figure likely to rise as demand for convenient coffee options increases.
Throne Sport Coffee aligns well with Mahomes’ personal brand, making his entry into the coffee sector feel authentic. Additionally, reports suggest he consumes up to five cups of coffee daily, reflecting his genuine enthusiasm for the product.
Opinions vary on whether celebrity endorsements and partnerships positively or negatively impact the coffee industry. Caleb Benoit highlights the visibility celebrities bring, noting that their large audiences can be beneficial. For example, Formula One driver Valtteri Bottas collaborates with a specialty coffee roaster in Finland and has a substantial social media following. Each time he promotes their coffee, it generates significant exposure for the brand and the industry as a whole.
Conversely, Miranda Caldwell emphasizes that these brands must connect with consumers to achieve success. “In my view, whether these brands genuinely add value to specialty coffee is a neutral topic,” she states. “New entrants will always emerge, some with notable names. It’s encouraging to see coffee so beloved that people are eager to associate their names with it.”