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‘Fill it to the Rim’ Brand Brim is Back with a Line of Consumer Coffee Gear

Consumer kitchen and novelty food equipment manufacturer Sensio has revived the legacy coffee brand Brim, which had its heyday in the 1960-80s as a popular decaf brand featuring the tagline, “Fill it to the rim… with Brim.”

While technically still the same iconic brand, gone are both the iconic brown-tin packaging and the rhyming tagline. Consumers may still fill cups to the rim, but they are now instead urged by the company first and foremost to “Brew Like an Artisan,” a slogan aimed squarely at the modern specialty coffee market.

Brim Coffee originated in the early 1960s as a canned, strictly decaf coffee product made by General Foods. The original products disappeared from shelves in the mid-1990s amid corporate reshuffling.

brim coffee

The arms of barista Blair Smith, who helps lead consumers through the brewing process in a series of interactive videos for the new Brim launch.

Ownership of the brand has changed hands more than once since then, eventually leading to an acquisition by Sensio in 2014. At that time the manufacturer applied the Brim name to a conventional drip coffeemaker featuring single and multi-cup capabilities, emblazoned with the familiar Brim logo, a tilted coffee cup dotting the “i” and marketing materials asserting, “From the signature packaging to the unforgettable tagline, Brim is still the same iconic brand you know and trust since 1961.”

To help lead the brand into the current craft coffee landscape, Sensio has also brought on board resident expert and brand ambassador Blair Smith, a barista for California-based coffee company Augie’s Coffee Roasters and a U.S. Brewers Cup finalist and judge.

Sensio debuted the reimagined Brim brand online this week, with retail sales expected to launch in May through Amazon and Williams-Sonoma. Here’s a rundown of the new product line, which includes two burr grinders, an automatic drip coffee machine, a pourover coffee kit and a cold brew kit:

Brim Pourover Coffee Kit

Brim Pour Over kit. Product image courtesy of Brim.

The new Brim Pour Over Coffee Kit includes a Chemex-shaped, single-piece glass brewer/carafe that brews up to 30 ounces and includes a reusable laser-etched steel filter cone for $39.99.

The Brim pourover carafe with cold brewer accessory. Product image courtesy of Brim.

For $49.99, the Smart Valve Cold Brew Coffee Maker includes a brewer and a decanter, each with its own lid; the valve opens upon placing the brewing onto the decanter, allowing brew to pass through one of the included felt filters.

Brim 8-Cup Pour Over Coffee Maker

Product image courtesy of Brim.

Brim’s automatic 8-Cup Pour Over Coffee Maker bears some stylistic similarity to the Oxo line of coffee makers, while opting for the pourover-style of delivering water onto coffee in a filter held by the carafe, as opposed to a basket-holder on the machine itself. The hourglass-shaped glass carafe is included and comes with both a laser-etched reusable filter or optional paper filters for “cleaner, sweeter” cups.

The machine also offers “brew pulse” technology that pauses the water for blooming, features a 1500-watt heating element capable of maintaining water temps in the SCA-recommended range of 197-204F, and will carry a price tag of $179.99.

Brim Electric Handheld Burr Grinder

Product image courtesy of Brim.

At $69.99, the Brim Electric Handheld Burr Grinder has a four-tiered structure similar to an electric pepper mill, with a battery-powered motor on top driving steel burrs in a grinding chamber below, a hopper in the center and grinds receptacle at the bottom. Compact and portable, it purports to be capable of particle sizes ranging from espresso to French press but is particularly oriented towards grinding for Aeropress.

Brim Conical Burr Grinder

Product image courtesy of Brim.

Taking a page from the Breville BCG450XL format that was later also adopted by the Wilfa Svart coffee grinder, the Brim Conical Burr Grinder for $99.99 offers 17 gradations of fineness and a timer knob demarcated by dosage in desired numbers of cups, rather than seconds.


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