Arkansas-based Westrock Coffee is seeking to appeal to younger US consumers by tapping into Bixby’s influencer-endorsed specialty coffee brands
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Bixby’s position in ‘the emerging influencer-led brand space’ was cited as a key reason for the deal| Photo credit: Bixby Roasting Co.
Westrock Coffee has acquired California-based coffee roaster Bixby Roasting Co. as it seeks to enhance its omni-channel marketing and tap into the under-30s market for specialty coffee.
Arkansas-based Westrock Coffee cited Bixby’s position in ‘the emerging influencer-led brand space’ as a key reason for the acquisition. Bixby has previously collaborated with social media influencer Emma Chamberlain, who launched Chamberlain Coffee in 2019 and has also worked with Blank Street Coffee.
The terms of the deal, made for an undisclosed sum, will see Westrock Coffee acquire Bixby’s Los Angeles roasting facility. Miles Fisher and Remington Hotchkis, who co-founded Bixby Roasting Co. in 2017, will also join Westrock Coffee’s senior management team as Senior Vice President of Sales and Vice President of Sales respectively.
“The emergence of influencer-led brands has created a new sales channel in the beverage business, and Bixby is at the forefront of its development. Miles and Remington bring a depth of knowledge on these emerging channels that we are adding to the Westrock Coffee portfolio, including the co-creation of new influencer brands that are particularly appealing to young consumers,” said Elizabeth McLaughlin, Executive Vice President of Sales, Westrock Coffee.
“Scott Ford [CEO] and his team continue to grow with their impressive customer base and look to serve their customers not only through traditional private brand offerings but also through the creation of products for specific customer segments and influencer-based brands. With the resources and momentum that Westrock Coffee brings, we are ready to get to work and fuel the product development and e-commerce offerings of the company,” Fisher added.
Westrock Coffee, which achieved 27% sales growth to reach $230.3m in the three months ended 30 September 2022, is currently upgrading its new roasting to ready-to-drink (RTD) facility in Arkansas.
Once fully operational, the 524,000 square foot facility will be the largest roasting to RTD operation of its kind and help expand the development, production, and distribution of Westrock Coffee’s coffee, tea, and RTD products.