As spring approaches, The Coffee Bean & Tea Leaf is initiating a new brand campaign titled Tastemakers Since 1963. This campaign highlights the company’s 63-year history of producing quality coffee and tea beverages while adapting to new trends and flavor profiles. The campaign acknowledges the brand’s origins in Los Angeles and its connection to other innovators in the industry, emphasizing a shared commitment to quality and diversity.
To mark the launch, participating locations will offer customers a small brewed coffee for $0.63 on March 26. The campaign reflects the brand’s journey that began in 1963 when it introduced European-style coffee to California, establishing itself as a significant influence on coffee culture over the decades. The Coffee Bean & Tea Leaf has continuously set industry standards and trends, catering to the evolving preferences of coffee drinkers.
Dee Hadley, Head of Marketing, stated, “Our new brand campaign is a tribute to our rich heritage and deep roots in Los Angeles.” The company is also unveiling a new beverage line, the Dry Iced Americano, alongside the return of its popular Horchata drinks. These new offerings will be available from March 19 until June 3, 2025.
The Dry Iced Americano will feature flavors such as Vanilla, Brown Sugar, and Horchata, each crafted to enhance the espresso experience. The Horchata beverage combines rice, cinnamon, and vanilla with espresso, offered in various formats including Ice Blended drinks and Iced Lattes.
Additionally, The Coffee Bean & Tea Leaf is introducing an LA Line of 10oz coffee blends, which include the L.A. Espresso and L.A. Brew. These blends are designed for home brewing and will also be featured in specialty drinks at their locations.
Tara Hinkle, President and Head of Americas, remarked, “As we celebrate 63 great years of brewing specialty coffee and tea beverages, this campaign means so much to us as we are honored to pay tribute to the tastemakers and valued guests we have served along the way.” The brand aims to reflect the spirit of Los Angeles in its products and overall identity.