November 18 - 2023
Coffee Geography Magazine
Green Mountain Coffee Roasters® unveils a new collaboration with renowned Hollywood actor, Kevin Costner to craft a series of freshly inspired coffee blends. The first variety, Horizon Blend by Kevin Costner, is a bold and smoky dark roast inspired by the American West and will be available next month.
"Alongside the Green Mountain Coffee Roasters team, we embarked on a journey of exploration, experimenting with various concepts. They were able to help guide me through the process where my opinion was valued and incorporated. It was the best outcome I could have imagined," shared Kevin Costner.
Costner worked directly with the Green Mountain Coffee Roasters team to craft a layered and complex flavor profile grounded in his personal coffee taste. Together, Costner and the brand wanted to create a coffee that was bold and balanced, offering a unique and appealing flavor that caters to a wide range of coffee lovers. In addition, the coffee needed to be able to serve as a base of Costner's favorite drink, a Café Mocha. The resulting variety—Horizon Blend by Kevin Costner—has a smooth yet robust flavor profile, alive with earthy, smoky flavors.
"Kevin is an icon both on-and-off the screen," said Becky Opdyke, Senior Vice President, Coffee Marketing at Keurig Dr Pepper. "Whether he is creating and sharing stories through film and television or working on environmental conservation, he goes all in on his passions. We are thrilled to partner with him and to co-create a blend that celebrates a dedication to our crafts."
Along with Costner, the brand shares a mutual passion for giving back to farming communities and both actively invest in organizations supporting sustainable agriculture. To celebrate the partnership, Green Mountain Coffee Roasters is donating $100,000 to Root Capital, a non-profit organization which invests in agricultural enterprises to build more prosperous, inclusive, and resilient rural communities. Green Mountain Coffee Roasters has been a partner of Root Capital for more than 20 years, and with the brand's support, Root Capital has delivered financing and critical advisory services to coffee cooperatives to help them grow into sustainable businesses.
The partnership is supported by an integrated marketing campaign starring Kevin Costner, which is the first brand campaign for him in 30 years. The advertising spot reinforces why this partnership came to life, highlighting its foundation in shared values related to passion and quality – while having fun with "Collaboration Culture."
Costner added, "The Green Mountain Coffee Roasters team's unwavering dedication to responsible sourcing and great tasting coffee made this an authentic partnership for me. To be able to harness this passion is something I'm incredibly grateful for. And we have some more great things coming that I think everyone's really going to like."
Horizon Blend by Kevin Costner will be available online via Keurig.com starting December 18, 2023, and in select retailers nationwide beginning January 2024.