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Dive Brief:
- Award-winning actress and entrepreneur Sofía Vergara has launched ¡Díos Mio! Coffee, a Colombian coffee brand, online at Walmart.
- The brand partnered with the National Federation of Coffee Growers in Colombia on three premium blends — light, medium and dark roasts — that all pay tribute to the qualities and characteristics of Colombian women, per a press release.
- The coffee — available in whole and ground beans, K-Cups and Nespresso pods — also launched on the brand’s website and will be sold in Walmart stores beginning in September, per a company spokesperson.
Dive Insight:
Vergara already is an established face at Walmart. ¡Díos Mio! Coffee joins other brands like Sofia Home and Sofía Jeans by Sofía Vergara, which she launched exclusively with the retailer in 2019.
Formed by Vergara as an independent company, ¡Díos Mio! Coffee was spun off from Latir Experiences, an advertising agency in Colombia and Latin America.
¡Díos Mio! Coffee is set to expand to Walmart stores by September.
Courtesy of ¡DÍOS MIO! COFFEE
"¡Díos Mio! Coffee comes from my love of Colombian coffee and my high standards when it comes to the quality of my coffee," Vergara said in a statement. "I grew up in Colombia, drinking Colombian coffee. We have spent the last few years creating these blends with an amazing team of female coffee growers behind us. Women represent 30% of Colombian coffee growers, and it's an honor to highlight their families and legacies through ¡Díos Mio! Coffee."
The brand website features female Colombian coffee growers who are responsible for guiding the team through the entire process to produce a premium quality coffee, a spokesperson said. Some 30% of coffee farmers in Colombia are women, and ¡Díos Mio! Coffee is developing a program that will focus on education and quality of life for these women, per the company.
Adding celebrity backed brands to its retail shelves is on trend for Walmart and other major retailers like Target and Ulta. Tennis icon Serena Williams launched pain relief brand Will Perform at Walmart in May of last year, while Jennifer Anniston’s LolaVie hair care made its debut around the same time at Ulta Beauty.
Nearly 60% of all celebrity retail brands were founded in the last six years, according to a research report by JLL last summer.
via https://www.aiupnow.com
Howard Ruben, Khareem Sudlow
