Chamberlain Coffee has made a significant impact on social media, but the beverage brand is now seeking broader recognition beyond its loyal Gen Z followers. Co-founded in 2020 by YouTube sensation Emma Chamberlain, who was just 18 at the time and is now 22, the brand boasts an impressive 12 million subscribers on YouTube and 15 million followers on Instagram. Initially launched as an e-commerce venture with whole bean coffee bags, Chamberlain Coffee has since expanded to include single-serve pouches, Keurig pods, and matcha powder.
The brand’s videos on TikTok have garnered over 363 million views, featuring Chamberlain herself preparing drinks with its coffee and matcha products. In June, the company announced a $7 million funding round aimed at launching ready-to-drink (RTD) canned dairy-free lattes in flavors such as Mocha, Cinnamon Bun, Vanilla, and Cold Brew, which were exclusively released at Walmart in April.
Liz Ahern, the brand’s Chief Marketing Officer, joined Chamberlain Coffee last October to expedite its retail product launches. This month, the brand introduced three of its products at over 375 Target locations across the United States, following prior appearances in select Sprouts and Albertsons stores. Ahern noted that the brand has made significant strides in transitioning to physical retail over the past year, with a focus on increasing awareness among its existing customer base.
“We worked swiftly to launch the ready-to-drink lattes just six months after receiving authorization,” Ahern explained. “Even before the announcement, people were posting TikToks about spotting them at Walmart.” A key challenge was to translate the digital success of a brand co-founded by a social media influencer into retail appeal for consumers beyond Gen Z and millennials. To address this, Ahern shared that the brand emphasized the health-conscious qualities of its latte products to catch shoppers’ attention on Walmart shelves.
“We had to strategize on how to market to audiences outside our core demographic, highlighting value propositions on the back of the can and introducing almond and coconut milk in the lattes, all while keeping sugar content to just one gram,” Ahern said. Chamberlain Coffee has tailored its products to resonate with Generation Z’s distinct preferences.
In response to the demand for more convenient coffee options, the brand introduced RTD latte drinks as its first exclusive retail offering. Ahern highlighted the company’s commitment to sustainability, which is increasingly important to Gen Z consumers, through its commercially compostable coffee pods. The brand also tapped into young consumers’ interests in vibrant colors and flavors with its unique lavender, strawberry, and blue matcha blends.
While Chamberlain Coffee remains a favorite among Gen Z, Ahern noted a rising interest from older generations in a coffee brand that shares its values. “We have discovered that our brand principles—being premium yet accessible, and not pretentious—are appealing to a wider audience,” she said.
Chamberlain Coffee is leveraging its brand recognition for product collaborations, such as the canned Matcha Lemonade with Swoon in 2022. The brand is also exploring ventures beyond beverages, having recently collaborated on a matcha shampoo with IGK. As the company looks to build on its viral success, Ahern indicated that consumers can anticipate more brand collaborations in the near future. The brand actively monitors social media feedback to shape its innovation strategy, including potential future offerings like calcitrate with vitamin D, which aligns with current wellness trends.
In summary, Chamberlain Coffee is not only focusing on its Gen Z roots but is also adapting to capture the attention of a broader consumer base through strategic marketing and product development. The combination of health-conscious offerings, sustainability practices, and vibrant, appealing visuals positions the brand for continued growth across diverse demographics.