In November 2021, Starbucks teased a brewing collaboration with pop music icon Taylor Swift forward of the singer’s re-release of her ‘Purple’ album. After dropping a number of hints, Starbucks formally introduced that her favorite order (a caramel non-fat latte) can be accessible on its menu as ‘Taylor’s Latte’, and songs from her album can be performed in-store for its ‘Purple Season’. 

Posts referencing ‘Taylor’s Latte’ blew up on US social media, and such collaboration reveals the potential to succeed in customers by uniting two passions: espresso and music. Listed below are some methods that manufacturers can discover:

Espresso manufacturers faucet into the escapism of music

Shoppers already affiliate espresso with consolation and welcome choices that assist them de-stress. In India, 39% of customers are enthusiastic about espresso that incorporates added psychological wellness advantages (eg de-stressing, helps focus). Music gives well-established escapism. Espresso manufacturers can assist customers escape to a brand new place by means of a music connection of their advertising. In Vietnam, Trung Nguyen Legend Specialty Immediate Espresso takes inspiration from Beethoven, who’s believed to have hand-counted precisely 60 espresso beans per cup of his espresso. The product permits customers to flee to Beethoven’s live performance corridor.

Escape to Beethoven’s live performance corridor: Trung Nguyen Legend Specialty Immediate Espresso; Mintel GNPD 

Espresso and music as a supply of power/focus for work

Within the US, 30% of customers agree that scorching espresso gives an power enhance for working, whereas 35% of German music customers have listened to music whereas working. Espresso manufacturers can goal their present viewers of working customers by speaking the focus advantages of listening to music whereas working. In Japan, AGF’s Work Design Nagara Espresso incorporates a back-of-pack QR code that buyers can scan to entry music to take heed to whereas they work.

Work Design Nagara Common Floor Espresso; Mintel GNPD

Manufacturers might additionally get particular on the kind of music they suggest by introducing customers to classical music or binaural beats playlists, which have better scientific hyperlinks to focus versus ‘music’ usually. The partnership of music/espresso might assist the class take a stronger maintain in ‘proudly owning’ the work event by means of a mixed power and focus profit for the buyer.

Hyperlink espresso and music on ethics

Shoppers are more and more paying nearer to environmental and social points, with 42% of Thais saying that moral/socially accountable manufacturers provide worth for cash. Music can provide an avenue to coach espresso customers by means of leisure as a way of escaping stress in unsure occasions whereas additionally providing an moral message. Within the US, Increased Grounds Espresso has collaborated with singer-songwriter Might Erleweine to create its Shine On mix, which is described as “an uplifting cup of resilience for the vital work forward”. One greenback from every buy is donated to Title Observe, a non-profit that helps racial fairness.

Shine On mix; Increased Grounds Espresso

This strategy holds the potential to succeed in customers organically in that they interact with their favorite musical artists primarily to be entertained but in addition have the chance to study social causes vital to that artist.

What we predict

Espresso and music independently have associations with escapism and work optimisation, which, when united, can present a brand new venue for shopper engagement. The influencer-like standing of musical artists can be leveraged to coach customers on moral efforts within the provide chain (eg how they’re serving to the communities the place they supply their espresso and promote it).

 

Take a look at the Mintel Retailer for extra analysis on the newest espresso tendencies and product improvements.