A Coffee Insider Explains How Celebrity Coffee Brands Really Work

This video is an exploration into how and why so many celebrities are starting coffee brands these days.

For the audio version with no slurping: *click on Settings - Audio track - English (United States)*

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[jo.comics]

"Let's say I have a YouTube channel, couple million subscribers and I think coffee would be a good fit." I'm so glad James is finally breaking into the coffee market, good for him!

[ruairi_d]

I would genuinely love to see a more fuller interview with Matthew Mills about coffee and how he got into the business he's in. Woikd be class.

[cecagna]

That was a really insightful conversation with Matthew from Masteroast. I love how honest he was.

[kik]

I really appreciate how candid Matthew was with his business, especially explaining its commercial viability, how it scales, and not coming off as sales-y.

[dkd]

"I'm not weighing out the beans"?? My brother in Christ that is step 1 for specialty coffee.

[Mrajs]

I'm sure this was completely unintentional/inadvertent, but a Welsh phrase for "I like coffee" is "dwi'n hoffi coffi" with "hoffi" pronounced like "Hoffee"!

[liampouncy]

The conversation with Matthew Mills was really interesting. I feel people often have an aversion to 'businessmen' - I know I sometimes look down on people who have 'removed the passion' from what they do. He felt really self-assured and forthright, however. I get the idea (and I recognise that I'm assuming this purely from his demeanour) that he's happy to make sure that even the churned out brands are at least manufactured with quality assurance, glad that the more discerning clients have access to tailoring their roast, and sees it as lowering the barrier to entry into an industry that he cares about. Really great video, as usual.

[jacobmaurer]

James Hoffman: Makes Hoffee Coffee
Every sane human: SHUT UP AND TAKE MY MONEY!!!

[dtonpbac]

While so many coffee 'experts' and YouTubers are overly obsessed with grinders, espresso machines, and new gadgets, you bring the public's attention to the coffee itself. None of these coffee YouTubers and channels talk about the coffee, the roasters, or the farmers—except you, sir. I always appreciate that you focus on where the attention should truly belong. Thank you for making this awesome channel about more than just gear reviews. Coffee should be more than just about stupid burrs!

[JimmyNewCakes]

You should sell a joke bag (of some actually good beans) of "Hoffee Coffee." Bonus points if each bag has the first name of the orderer hand-writtwn on the bag.

[aeonsnarfus]

I would never buy celebrity coffee. But I’d buy James Hoffman’s coffee, because he’s a real star. ❤

[joemccall]

For the merch brands I just think of the Simpsons episode where a giant vat feeds to Duff Lite, Duffbrau, Duff Beer.. Generic roasts with different labels slapped on the bag.

[aenamabag]

I love that there's a slurp free audio track. It's very thoughtful. I don't mind the slurps, but I wish more youtube chefs would consider that with chewing sounds- which I absolutely do mind.

[razzlethorn]

I can honestly say this is the first time I've seen any youtuber point down and suggest changing the audio track, and I had no idea that was even a feature! Using it for the "slurp free track" was incredible haha.

You and your team's level of production and forethought in regards to it are always top notch, as is your insight. Very fun to peak inside the world of celebrity/white label coffee. Awesome watch, thanks!

[dromendus]

James Hoffmann mentioning Korn was not on my 2024 bingo card lmfao

[dananskidolf]

James, holding Hoffee Coffee sign: "I've got nothing else."

Well, I'm sure that clip won't get used out of context.. 😂

[markduret]

The slurp-free is absolutely game changing, I know this isn't the first video it's on, but I just want to share my appreciation.
My mispphonia thanks you

[vishnureddy]

Masteroast sounds like the TSMC of coffee

[lizcademy]

There's a very different "celebrity coffee" I'd love to see reviewed.

Rocky Kanaka has a YT channel, Sitting with Dogs, where he sits with shelter dogs and works to get them adopted. He's in Southern California and has started a coffee farm — growing the trees himself. He finally is getting enough beans to sell bags of coffee.

Obviously this is not standard "celebrity coffee" as he is the farmer. But Rocky is a celebrity, and he's trying something new with farming.

[swjsjwv]

I think it’s fair to guess that the overlap of people who watch your channel and the people buying these brands is probably minimal at best. Thanks for the video, James!