Chamberlain Coffee is a multichannel brand that is going through a transformation.
To do so, they have hired Liz Ahern as their new CMO. She has held several marketing roles for energy drink brand Red Bull, including senior brand marketing manager and field management. She spent seven years at Red Bull managing product launches and regional campaigns, among other responsibilities. Prior to her new role at Chamberlain Coffee, she was working at online used car retailer Carvana as its director of brand marketing.
Since rebranding with a new look and a full suite of products in 2020, Chamberlain Coffee has been expanding to new channels, and we have all seen the popularity of the brand soar..Chamberlain Coffee has been a huge hit, and it has already joined the assortments of hundreds of stores and a few online platforms like Gopuff and Amazon, according to a release.
“What we hired Liz for is really her expertise and taking that creative direction and bringing it to life and activating across every channel,” said Chamberlain Coffee CEO Christopher Gallant. “Thinking about this omnichannel approach we now have, how do we attract new consumers and make our current consumers really happy in DTC, how do we interact with consumers on Amazon… that’s what Liz is really, really strong at and that’s why we brought her on board.”
The hiring announcement came just months after Chamberlain Coffee said it raised $7 million in funding in August from several notable e-commerce names like DTC strategist Nik Sharma and Grin founder Brandon Brown. The Chamberlain Group said it was on its way to more than doubling its revenue this year from last year by expanding the company’s online sales service in new markets.
Chamberlain Coffee was founded by Emma Chamberlain, a content creator with nearly 12 million YouTube subscribers and over 16 million Instagram subscribers. She is known for sharing her life experiences on YouTube, from her childhood to her recent wedding. Emma has been a part of many of the biggest YouTube and Instagram trends, such as the #ootd, #bbt, and many more.
The global direct-to-consumer coffee market held a market value of USD 983.6 Million in 2020 and is estimated to reach USD 2,722.3 Million by the year 2027. The market is anticipated to register a CAGR of 15.3% during the forecast period. The estimated market volume for direct-to-consumer coffee is expected to reach 139.03-kilo tons by 2027. Direct-to-consumer coffee (D2C or DTC) is roasted, ready-to-serve coffee that can be found at coffee shops, retailers, and shopping malls. Direct-to-consumer coffee is available to anyone who wants to make an instant coffee drink. Pouches, jars, ready-to-drink coffee, and various varieties of direct-to-consumer coffee are available. The demand for unconventional and premium products has risen in recent years, and a dozen or more coffee startups/direct-to-consumer (D2C) businesses are catering to the changing customer taste and expectations. A surge in disposable income and a shift in lifestyle has undoubtedly shifted the global demography towards delightful meals and beverages.