NEW YORK— When Full Circle debuted the Brumi hot/cold pour over brew glass travel bottle earlier this past summer, the company honed in on retail exclusives, partnerships and social media to build awareness.
The design of the new Brumi bottle allows consumers to make and take both hot and cold brew coffee on-the-go. This benefit speaks to the consumer that enjoys taking their coffee with them as well as those that prefer to craft their own coffee flavors.
“Brumi is perfect for those that want to personalize their own craft coffee. It is a bottle created for those who like both hot and cold brew and don’t want to choose, or alternatively, don’t want to buy two or three different canisters. Brewing both pour over and cold brew coffee, for use at home and on the go, the Brumi eliminates the need for different accessories and travel mugs,” said Katherine Kielar, marketing director, Full Circle.
Kielar explained that with the Brumi design, once the coffee is brewed, the user can toss out the grinds and replace the filter in order to avoid any acidification or bitterness due to over-brewing. Alternatively, the Brumi bottle also enables the user to create a cold brew in a few steps, followed by placing the bottle in the fridge overnight.
To support the launch, some of the company’s marketing programs included product exclusives with Food52, an online media and shopping site, as well as placement at coffee shops and boutique retailers. Kielar explained that Full Circle has been flexible on the opening order for smaller coffee shops in order to encourage new retail channel partners.
In addition, the company tapped into a younger, digitally-driven audience with social media marketing tactics such as custom video and content with messaging that highlights how Brumi personalizes coffee, while still maintaining that craft coffee feel.
Full Circle’s Brumi pour over travel bottle holds 12 ounces of coffee, has a leak-proof lid, stainless steel filter and a cork band. It has a suggested retail price of $36.99 and is currently shipping. Kielar said the company would continue to market and promote the Brumi bottle in response to seasonal needs next year.
