Emma Chamberlain was 18 when she founded Chamberlain Coffee, a “coffee snob approved” company focused heavily on the caffeinated beverages that appeal to Gen Z consumers, who tend to favor iced coffee over hot, and sweeter blends instead of unflavored roasts. The brand’s packaging is brightly colored and adorned with cartoon animals—cold brew single packets, matcha latte kits, and flavored blends feature names like “Sweet Otter Cake Batter” and “Fluffy Lamb Vanilla.”
Today, the company is maturing its marketing strategy by launching an espresso martini kit in partnership with 818 Tequila. The kit includes new, limited edition Candied Pecan Cold Brew single packs that Chamberlain Coffee says is inspired by the nutty flavors of 818’s Tequila Reposado, as well as a martini glass and cocktail shaker.
“As a brand we really like to think about, ‘What are really some unexpected collaborations that we can do?’” Jeumana Jaber, Chamberlain Coffee’s head of brand and interim CMO, says. “We really try and bring what’s happening in [Emma’s] life into the brand . . . and so as she has grown and evolved, the brand has had to grow and evolve with her.”
That evolution is emphasized through the kit’s design—the dark green glass shaker and martini glass’ stem imply sophistication. The branding is similarly muted. Jaber says the company opted to place both logos at the base of the coupe glass and shaker, rather than drawing attention to them through a more prominent placement. At the same time, the glass’ curved stem offers a playful and “bespoke” feeling, says Jaber, who explained that product team members were recently at a trade show where they saw glassware that inspired the shape.
The collaboration aims to capitalize on the current popularity of espresso martinis, which show no sign of slowing down. NielsenIQ data found that the drink was the fourth most popular cocktail consumed domestically in 2023, ranking only behind the margarita, original martini, and Moscow Mule. 818 has been leaning into the craze, reminding consumers through a plethora of espresso martini-inspired recipes on its website that vodka isn’t the only spirit that works with the drink.
Consumers seem to agree—the brands launched the activation portion of their partnership last weekend at Coachella, where festival-goers were able to purchase the cocktail at 818’s outpost. Jaber says it was one of the most requested drinks at the bar. Starting today, the cocktail will also be available at select restaurants in New York City and Los Angeles through the rest of the month.
As Chamberlain herself matures, she’s voiced a desire for her company to do the same. Jaber says that when Emma founded the company as a teenager, the brand stayed far away from alcohol. Now 22, there’s an opportunity for Chamberlain to reach new demographics like millennial women.
“With Kendall being a little bit older and with 818 really hitting a very broad demographic, we really are looking . . . [to bring] in some of that slightly older audience that may have been drinking alcohol longer or may have a more developed palate for coffee,” Jaber says.
Jenner’s company also stands to benefit from the Chamberlain Coffee’s strong Gen Z base, which is comprised of individuals who recently reached the legal drinking age and likely haven’t developed brand loyalty in the alcohol sector yet.
“When we work [on] a lot of collaborations, what we’re really trying to do is tap [into] a different audience, and when a brand comes to us, they’re really trying to tap into our Gen Z audience,” Jaber explains.
But Chamberlain Coffee has no interest in “age gating,” she notes. The kit, which is available on the company’s website, doesn’t include Jenner’s tequila (nor the coffee liqueur the recipe calls for). “We logistically aren’t in the business of selling alcohol,” Jaber says. Customers can purchase everything through food and alcohol delivery service Gopuff while kits are available.
Jaber declined to share the number of kits Chamberlain Coffee has made available for sale, but believes that the unique offering of a tequila-inspired coffee flavor will pique enough interest for kits to sell out within a week.
“We’re really trying to be a point of difference, so that we aren’t just another coffee company selling another product that you can buy at any grocery store,” she says.