From Sofia Vergara to The Weeknd, celebrity coffee is the next celebrity tequila
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A variety of coffees from celebrity coffee brands in New York.
PHOTO: NYTIMES
Priya Krishna
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NEW YORK – What do Tom Hanks, Sofia Vergara and The Weeknd have in common? Not much. Except they all hawk coffee now.
For decades, celebrities have lent their names and likenesses to a wide range of food products, including cereal and whipped cream shots, in the hope of expanding their relevance outside their chosen field and making some extra cash in the process.
The age of social media and influencers has only amplified this trend.
At the moment, it is all about beverages: tequila, canned mocktails and, now, coffee. But are these celebrity coffee companies any good or is it all branding and no substance?
To put them to the test, The New York Times (NYT) purchased medium blends – or the closest it could find to one – from the coffee brands of five celebrities of different professions and generations. It brewed a pot of coffee from each and invited a few of its coffee-loving editors – Natasha Janardan, Genevieve Ko and Tanya Sichynsky – to evaluate them for aroma, taste and package design.
Here’s how the brews fared.
Sofia Vergara, Dios Mio Coffee
Sofia Vergara and her coffee brand, Dios Mio Coffee.
PHOTO: SOFIAVERGARA/INSTAGRAM
Who: Colombian actress who rose to fame on the TV sitcom Modern Family (2009 to 2020), becoming one of the highest-paid actresses on television during its run.
Cost: US$14.99 (S$19.90) for a 340g bag
Why coffee: “I grew up in Colombia, where coffee is an important part of our culture,” said Vergara, 52, in an e-mail. “Colombians are renowned for our coffee, and it has always been a special part of my life.”
The packaging: The moss-green bag features a faceless woman in a white bikini top posing confidently in a jungle surrounded by tropical animals. The faceless woman appears a little creepy in comparison.
Coffee origin: Colombia, of course. Vergara said she partnered the Federacion Nacional de Cafeteros de Colombia, one of the country’s renowned coffee organisations. The coffee is grown by women, who make up a significant portion of Colombian coffee growers, she said.
Taste test: “That’s terrible.” “So sharp.” “Tastes like turpentine.” “Really acidic.” “Kind of rancid.”
Average rating: 1.3 out of 5
Final thoughts: Dios mio (my god) indeed.
The Weeknd, Samra Origins
The Weeknd with his coffee brand, Samra Origins.
PHOTO: BLUE BOTTLE
Who: Canadian singer-songwriter in possession of a gorgeous falsetto, and a creator and star of the short-lived television HBO series The Idol (2023).
Cost: US$22 for a 340g bag. The beans are not currently available on the site, but the instant coffee (US$29) is.
Why coffee: According to the company’s website, the coffee is inspired by the 34-year-old’s Ethiopian heritage, “echoing the flavours of the Buna Tetu coffee ceremony, a family tradition of Abel ‘The Weeknd’ Tesfaye and his mother Samra”.
The packaging: It is a collaboration with the third-wave coffee company Blue Bottle, so the design is hip and minimalist, featuring the word “Samra” written in Amharic, the official language of Ethiopia.
Coffee origin: Ethiopia.
Taste test: “Very citrusy.” “It hurts.” “It makes you squint.” “Tastes like I know I am going to have anxiety later.” “Over ice, would probably be quite refreshing.”
Average rating: 3.8 out of 5
Final thoughts: For all of the star boys who want their coffee to taste like orangeade.
Tom Hanks, Hanx Coffee
Tom Hanks and his coffee brand, Hanx Coffee.
PHOTO: TOMHANKS/INSTAGRAM
Who: Hollywood actor and America’s dad, with the range to play Captain Chesley “Sully” Sullenberger and a toy cowboy.
Cost: US$16 for a 340g bag
Why coffee: The Hanx website does not state whether Hanks, 68 – who played a man with low IQ in the 1994 film Forrest Gump – even drinks coffee, but that the company was created “to honour, celebrate and support those who have dedicated their lives to American freedom”. All net profits go toward veterans and military families.
The packaging: The navy-blue bag features a side profile of a Forrest Gump-era Hanks and the words, “For our troops”, stamped boldly on the front.
Coffee origin: The website does not list that information, only that it is roasted in Arkansas and California.
Taste test: “Not bad.” “Chocolate-y.” “Worse than the Giuliani coffee.” “Would be good with a cake doughnut.”
Average rating: 2.3 out of 5.
Final thoughts: Is Tom Hanks aware that there is a so-so coffee with his name on it?
Mick Fleetwood, Mick Fleetwood Coffee Co
Mick Fleetwood and his brand, Mick Fleetwood Coffee Company.
PHOTO: MICK FLEETWOOD COFFEE COMPANY/INSTAGRAM
Who: Co-founder of and drummer for British-American rock band Fleetwood Mac, writer of several of the songs on your road trip playlist.
Cost: US$20 for a 340g bag
Why coffee: Fleetwood, 77, believes coffee can unite people all, or so he states on the back of the bag. “Coffee has had a profound impact on my life, my loves and my performances,” he is quoted as saying. “It is how I forged connections with people and places, which is truly needed right now.”
The packaging: The bag is simple and classic-looking, with a black-and-white image of Fleetwood – not unlike the Rumours (1977) album cover. Intentional?
Coffee origin: Unknown. All the package says is that Fleetwood is “a true perfectionist” when it comes to making coffee.
Taste test: “Really watery.” “Really expensive for what it tastes like.” “Easy drinking but forgettable.” “Barely tastes like coffee.” “If you pour water into your empty coffee cup, then you have this.”
Average rating: 1.6 out of 5.
Final thoughts: The testers say they are never going back to this coffee again. The rumours are that this coffee tastes bad. This coffee can go its own way.
Emma Chamberlain, Chamberlain Coffee
Emma Chamberlain and her brand, Chamberlain Coffee.
PHOTO: CHAMBERLAINCOFFEE/INSTAGRAM
Who: American YouTube host, influencer and model
Cost: US$16 for a 340g bag
Why coffee: Chamberlain, 23, frequently drinks and discusses coffee on her social media channels.
The packaging: Adorable. Each bag features animal illustrations pulled straight out of a children’s book and catchy descriptions like “Goes well with gossip”. Looks like the cutesy coffee you might see at the checkout counter of department store chain T.J. Maxx.
Coffee origin: Colombia, Guatemala and Nicaragua.
Taste test: “It doesn’t taste like much.” “I’m getting chocolate, but barely.” “Neutral.” “It tastes like coffee flavour in ice cream.” “It reminds me of the idea of the flavour of coffee.” “No way I would pay US$16 for this.”
Average rating: 2.8 out of 5.
Final thoughts: Instagram bait that tastes perfectly fine. NYTIMES
