Eight O’Clock Coffee, one of the biggest retail sellers of whole bean coffee in the United States, has unveiled its new packaging, part of a rebranding effort that includes new lines of coffees. The brand, owned by Indian beverage giant Tata Global Beverages since 2006, will also be promoted through a U.S. television advertising campaign and sponsorship deals at fashion shows.
“The Eight O’Clock Coffee brand ‘redress’ is a celebration of our beginnings and a look into the future as we continue to stay relevant in the coffee aisle,” Alisa Jacoby, Eight O’Clock’s marketing director, said in a company announcement. “All of these new brand choices — both inside and out of the bag — were inspired by our consumers who continue to be the most important influence behind our ever-evolving brand.”
The redesigned is being accompanied by the release of four new blends, under the names African Plains, Caramel Macchiato, Dark Chocolate Cherry (seasonal), and Cinnamon Bun (seasonal). The company is also introducing a Rainforest Alliance-certified arabica blend from Central America known as Central Highlands. In the announcement, the Eight O’Clock said the certified coffee will offer consumers a “new twist.”