In other coffee business news… 2-8 September 2022

Climate change is the name of the game for Lavazza, Dunkin’ serves up a new round of coffee-flavoured alcoholic beverages and coffee subscriptions are the order of the day for Square Mile

Lavazza has launched a video game enabling users to play football while understanding the impact of deforestation | Photo credit: Lavazza


 

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Lavazza sets out new deforestation game plan in the metaverse 
 

Italian coffee roaster Lavazza has launched the Lavazza Arena inside the virtual gaming world Roblox, in a bid to raise awareness of deforestation among younger consumers. Created alongside Milan-based creative agency We Are Social and online game developer Dubit, Lavazza said that the video game enables the digital community to play football while understanding the extent of deforestation and its impact on climate change. Players begin the game in a ‘clean’ field and can grow green spaces by participating in the various areas of the arena. 


Dunkin’ raises a glass to latest coffee-beer collaboration 


US donut and coffee chain Dunkin' has partnered with Boston-based Harpoon Brewery for a fifth-year to launch a new range of coffee-flavoured beers to the US market. The ‘Harpoon Dunkin' Box O' Beer’ includes three new brews made with Dunkin' coffee: Cold Brew Coffee Porter, Hazelnut Blonde Stout, and Coffee Roll Cream Ale. This is in addition to the relaunch of a collaborative Pumpkin Spiced Latte Ale, made for the first time with oatmilk. 


Square Mile Coffee latest bedfellow for US text-to-order coffee subscription 


London-based Square Mile Coffee continues to build its presence in the US coffee subscription market with a new partnership with Fellow. Square Mile Coffee, founded by James Hoffmann, joined Cometeer’s US frozen coffee capsule subscription service in June 2022. Its latest collaboration sees the roastery join Fellow Drops, a text-to-order coffee programme launched by Californian home brewing brand Fellow in 2021. The service offers customers weekly selections of exclusive, limited release roasts. Previous specialty roasters distributed via the service include Norway’s Tim Wendelboe and Denmark’s La Cabra. 


Gregorys Coffee puts its trust in new marketing partnership 


New York-based Gregorys Coffee has partnered with communications agency Trust Relations as part of an overhaul of the specialty coffee company's marketing strategy. Gregorys Coffee, which operates 38 stores across the US, said the campaign would include media outreach to announce new brand offerings and a thought leadership campaign for Gregorys Coffee and its Founder, Gregory Zamfotis.  


M&S Café spills the tea on new energy saving measures 


M&S Café, which operates more than 330 coffee shops across the UK, is reportedly replacing teacups and saucers with mugs in a number of its cafés. The move, which is expected to reduce water and energy use, is being rolled out to 50 of its cafés across the country following a successful trial in 10 stores earlier this year. Although teacups and saucers are often viewed as a traditional necessity in the UK, a spokesperson for retailer Marks & Spencer said that customer feedback had been positive. 


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