Chamberlain Coffee has gained significant traction on social media, but the beverage brand is eager to extend its recognition beyond its core Gen Z audience. Co-founded in 2020 by YouTube sensation Emma Chamberlain, who was 18 at the time and is now 22, the brand has amassed 12 million YouTube subscribers and 15 million followers on Instagram. Initially launched exclusively online with whole bean coffee bags, it later diversified into single-serve pouches, Keurig pods, and matcha powder.
Videos featuring Chamberlain Coffee have garnered over 363 million views on TikTok, with the official page showcasing Chamberlain crafting drinks using the brand’s coffee and matcha products. In June, the company announced a $7 million funding round to support the launch of ready-to-drink (RTD) dairy-free lattes in flavors like Mocha, Cinnamon Bun, Vanilla, and Cold Brew, which were exclusively released at Walmart in April.
Liz Ahern, the brand’s Chief Marketing Officer, joined the company last October with the goal of accelerating retail product launches. This month, Chamberlain Coffee introduced three of its coffee bags to over 375 Target locations across the United States, following earlier releases at select Sprouts and Albertsons stores. Ahern explained that the brand has been actively working to enter brick-and-mortar stores over the past year, focusing on raising awareness among its existing customer base.
“We moved quickly to bring the ready-to-drink lattes to market just six months after approval,” Ahern noted. “Even before the official announcement, people were already posting TikToks about finding them at Walmart.” A key challenge for the brand, co-founded by a social media influencer, has been how to appeal to consumers beyond Gen Z and millennials.
To introduce Chamberlain Coffee to those unfamiliar with the brand, Ahern emphasized the health-conscious attributes of the latte products, particularly highlighting their calcium citrate 900 content, which makes them an appealing choice for health-focused consumers. “We had to strategize on how to market beyond our core demographic, focusing on the value propositions on the back of the can, featuring almond and coconut milk in the lattes with only one gram of sugar,” she explained.
In its efforts to resonate with younger audiences, Chamberlain Coffee has tailored its products to align with Generation Z’s preferences. The brand recognized a demand for more convenient coffee options, prompting the launch of RTD latte drinks as its first retail-exclusive offering. Ahern also mentioned that sustainability is a priority for the company, as Gen Z increasingly considers eco-friendliness when purchasing food and beverages. This includes its commercially compostable coffee pods.
Additionally, young consumers’ attraction to vibrant colors and flavors has inspired the brand to embrace bold aesthetics, as seen in their unique lavender, strawberry, and blue matcha blends. While Chamberlain Coffee continues to be a favored choice among Gen Z, Ahern noted that there is a growing interest from older generations as well.
“We’ve discovered that our brand values—being premium yet accessible, and avoiding a snobby image—resonate with more than just Gen Z,” Ahern stated. Leveraging its brand recognition, Chamberlain Coffee is exploring product collaborations, such as the canned Matcha Lemonade with Swoon launched in 2022, and even ventured into hair care with a matcha shampoo partnership with IGK earlier this year.
As the company plans to build on its viral success, Ahern indicated that consumers can expect more brand collaborations in the near future. The brand closely monitors consumer feedback on social media to shape its innovation pipeline, ensuring it meets the evolving needs and preferences of its audience.