This voice is automatically generated. Please let us know if you have any feedback.
Paramount’s “Yellowstone” has captured the attention of millions of viewers, but one of its stars wants to translate the cultural phenomenon’s western cowboy themes and visuals into the coffee category. .
Free Rain Coffee Company was born in San Angelo, Texas. Entrepreneurs Karl Pflueger, Aaron Marquez and Paul Anderson are launching a new brand sourcing ingredients from a roaster with 25 years of experience in the region and a cult following. I got an idea.
“They were undercapitalized and really local,” Pflueger said. “Everyone I introduced it to liked it, so I wanted to think of a way to get more people to pick it up.”
The trio decided to partner with Cole Hauser, known for his role as Rip Wheeler in the popular Western series, and also expressed interest in the coffee field. After meeting the actors at a dinner in Florida, Pflueger said she realized that although the four came from different backgrounds, they had big dreams and worked hard to achieve success. They each wanted to convey that spirit with their new coffee brand.
Pflueger said the decision to bring established regional brands to a broader market is not common in the coffee industry. “We wanted to rebrand to something that we thought represented what we were trying to build and would be accepted nationally and eventually internationally.”
Free Rain launched last fall and sells a variety of 100% Arabica blends, including whole beans, ground, and Keurig K-cup varieties, each with distinct names modeled after Western brands. ing. One of his signature beers, American Dirt, rivals his French roast. Mesteño, which means “wild horse” in Spanish, is a medium-roasted Colombian blend with notes of cocoa and nuttiness from Texas pecans.
Free Rain, whose packaging features expansive landscapes and horses, has teamed up with Austin, Texas-based design firm Preacher, as well as water bottle company Yeti and alcohol brands including High Noon Seltzer and Maker’s Mark Whiskey. , cowboy style aesthetic.
“One of our main goals was to make it feel like a 50-year-old brand that people stumbled upon,” Pflueger said.
The $28 billion coffee category is packed with big-name brands and endless craft brewers, but as coffee’s popularity continues to grow, new brands are popping up in the space. Another celebrity-backed coffee brand debuted in February called Happy, co-owned by actor Robert Downey Jr. ios Lip balm founder Craig Dubitsky expanded into RTD canned products last week.
Pflueger said Free Rain believes that by having clear branding and high-quality coffee, it can stand out in the category and grow its following. Free Rein currently has no plans to expand beyond coffee, but the co-founder said more blends are in the works.
“We don’t have a political agenda or any kind of agenda. We believe that if you have a great product, you can get a decent market share,” Pflueger said. “Coffee is a big part of everyone’s morning routine and is the perfect way to start the day. And that’s who we’re trying to resonate with.”
