Celebrity Coffee Brand Debuts via Lavazza Partnership Pusha T and Pharrell Williams have announced the launch of Grindin Coffee, a new coffee brand developed in partnership with Lavazza, the Italian roaster founded in 1895. The product launches exclusively at grindincoffee.com, with dark and medium roast options available in ground and whole bean formats.
Product Details The dark roast, sourced from Central and South America as well as Southeast Asia, features tasting notes of cocoa, caramel, and brown spices. The medium roast, sourced in South America, offers notes of bittersweet chocolate, caramel, and roasted hazelnut. Both blends are suitable for filter, espresso, and cold brew preparation methods.
Creative Origins According to the release, Williams and Pusha T developed their coffee preference during intensive working sessions in the studio, gym, and on the road. "Pusha and I have been building together since the beginning," Williams said. "From making 'Grindin'' back in 2002 to now, it has always been about intention and focus. Coffee has always been part of that discipline. It has been in the room with us when we create. Now it has a name." Pusha T elaborated on the brand's origins: "P and I were waking up really early. Like 5 a.m. early. That was our routine. Alarm goes off at 5, we're up, and the first thing we're doing is black coffee or the strongest espresso we can find. That's how we were working. That was the fuel. We'd be in the studio creating, locked in, just grinding. And then from there we'd go ride twenty five miles on the bike. That was the whole rhythm, create, move, create again. Coffee was part of that whole cycle."
Brand Philosophy Grindin positions itself as fuel for early risers and non-traditional workers. "Our customer is someone who builds things," Pusha said. "The kind of person who wakes up and gets to work, who works out every day, who builds a strong community around them." He added: "It's all about the grind. It's the first move before you build something. That's why this brand exists."
Lavazza Partnership Lavazza, based in Turin, Italy, handles roasting and production.
The company reported global operations in 140 markets, with annual production exceeding 30 billion cups. Lavazza Group reported turnover of over €3.9 billion and operates nine manufacturing plants across five countries.
Why It Matters
The launch represents a celebrity-backed entry into the direct-to-consumer coffee market, joining a growing field of artist and athlete-affiliated brands. Lavazza's involvement signals the roaster's continued expansion into lifestyle branding beyond its traditional retail channels, while the exclusive online distribution model appeals to younger, digitally-native consumers seeking premium quality and brand storytelling.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
