The way Chamberlain Coffee aims for broad appeal while providing

The brand that became famous, which was launched in 2020 on the internet by YouTube celebrity Emma Chamberlain, has expanded into retail, while promoting characteristics that are a hit across generations, including sustainability and accessibility.

Chamberlain Coffee is served in a branded mason jar. Courtesy of Chamberlain Coffee

Chamberlain Coffee is a big issue in social media. The brand also wants to gain more popularity with customers outside of its typical Gen Z fanbase.

The company was founded in the year 2020 by YouTube star Emma Chamberlain, at the age of 18 and currently 22 years old. She has 12 million users on the platform as well as fifteen million Instagram followers. The brand was first launched using whole bean coffee bags and was later expanded to single-serve containers and Keurig pods, along with matcha powder.

Videos on Chamberlain Coffee have collected more than 363 million viewers on TikTok, and its official site includes Chamberlain creating drinks with matcha and its coffee. In June Chamberlain has announced that it will be launching a 7 million financing round to fund the launch of RTD cans of dairy-free latteswhich are available with Mocha, Cinnamon Bun, Vanilla and Cold Brew flavors. They were exclusively available through Walmart in April.

Chamberlain Coffee’s chief marketing executive, Liz Ahern, joined the company in October last year to help speed up the introduction of its products into retail stores. In the month of October, the company has launched three coffee bags in more than 350 Target stores throughout all across the United States. Prior to that launch, the brand launched in certain Sprouts along with Albertsons stores.

Ahern said that the company has been trying to establish brick-and-mortar stores over the last year. One of the main reasons for this accelerated move was to raise awareness among the brand’s current customers.

“We worked really quickly to bring the ready-to-drink lattes to market six months after authorization,” Ahern explained. “Even before the announcement, people were posting TikToks about seeing them at Walmart.”

The brand’s RTD latte products are available at Walmart.Courtesy of Chamberlain Coffee

From the internet up to coffee shops

The translation of the digital success of a company co-founded by an influencer on social media into retail entailed a important question: how can it be appealing to customers who aren’t Gen Z and younger generations? The challenge was making people feel comfortable with the brand, even if they’ve not had any experience with Chamberlain as well as its goods. Ahern explained that the brand was leaning towards the healthier attributes of its latte beverages to attract attention in Walmart shelves.

“We had to think about how to market outside of our core demographic, with value propositions on the back of the can, launching with almond and coconut milk [in the lattes] with only one gram of sugar,” Ahern declared.

To stay on top of its youthful market, Chamberlain Coffee has formatted its products to be in tune with Generation Z’s distinct ideals and preferences.

On social media, the brand spotted the need for easier access to coffee choices, given the time-consuming process of brewing drip coffee. Ahern explained that this led the company to launch RTD Latte drinks as its first product that is exclusively sold at retail.

Ahern added that the brand is committed to sustainability, which Gen Z increasingly takes into consideration when buying beverages and food items via its compostable coffee pods that are sold commercially. The brand’s young customers’ desire for the bold and distinctive flavors and colorsinformed the brand’s decision to indulge in the world of decadence by blending its unique blue, strawberry and lavender matcha blends.