Last updated on January 18th, 2019
St. Louis, Missouri-based Madrinas Coffee continues to convert sales of its cold brew coffee to a growing digital audience. While direct-to-consumer online sales remain strong for the brand, feedback from its digital audience indicated more retail availability was needed across California, Florida and Texas.
The expansion into Walmart stores is the brand’s response to this feedback from their audience.
“Building audience and demand for Madrinas Coffee is the most important thing we do, so when it comes to expanding the brand’s retail availability, we have to consider retail placements informed by where our audience lives and where they want to purchase our coffees,” said Alex Davis, co-founder and VP. “Throughout 2018, we heard heavy feedback that Walmart was a preferred national retailer for our audience, and our data showed heavy webstore traffic coming from California, Florida and Texas. When we shared this data with Walmart, they were eager to get Madrinas Coffee into their next possible reset, which was in January 2019.”
The expanded distribution into Walmart begins a new round of retail expansion for the coffee brand.
“After listening to our audience feedback and studying our first party data from madrinascoffee.com, we built our retail expansion plan based entirely on where our audience lives and where they want to buy Madrinas Coffee,” said co-founder and President Justin Davis. “Walmart is a great fit for us because it is an important retailer for our digital audience. We also get a heavy amount of webstore traffic and sales from the coasts, so it is great to be able to add this new retail availability in California and the Southeast. Walmart has been equally as excited about the data that we presented, as it proves the demand for Madrinas Coffee that has been built ahead of the distribution. This is the first in a wave of exciting announcements for our brand in 2019.”
Madrinas Coffee serves organic cold brew coffees in 16-oz. cans and organic microroast whole beans designed and crafted for its primarily Gen Z and Millennial audience. Madrinas Coffee ships globally via the Madrinas Coffee webstore and is available in 7,000 retail outlets across the U.S., including Target and Publix.
