We couldn’t resist the title of this article. Any time there’s a chance to make a pun, we’ll be there. Recently, a story appeared in the Hartford Courant touting the arrival of Rockin’ & Roastin’ coffee. If you’re asking yourself, “Why the heck would I care about Rockin’ & Roastin’ coffee,” think Aerosmith. Think “Cryin’.” Think “Walk this Way.” Think Liv Tyler.
Rockin’ & Roastin’ is the brainchild of Aerosmith drummer Joey Kramer, whose coffee will soon expand its presence in the Northeastern United States via a partnership with Big Y. The company began in 2012 and, according to the Courant, Rockin’ & Roastin’ has only been in stores since May of this year. That’s “Crazy.” See, we did it again.
Kramer is definitely a unique character. His spiky blonde hair is recognizable and, as such, he could serve as a pretty memorable face for a brand of coffee bean. He told the Courant why he is enjoying getting the product into retail stores: “Dealing with the supermarkets, it’s kind of fun for me because I really dig working in a team.”
Before you think this is all just a money grab, that doesn’t appear to be the case. He is apparently in touch with his passion for coffee, telling Courant readers, “I like something that’s very robust, I like my coffee very strong. The places I like to drink coffee, the coffee is from is Sumatra, Guatemala, and Ethiopia and those are the three places we’re sourcing our beans… I think [Rockin' & Roastin'] is very smooth, which is the way coffee should be.”
The price is also not too outrageous. You’ll be feeling a “Sweet Emotion” when you check out the cost, which is $9.99 for a 12-ounce, whole bean bag of coffee from Ethiopia, Sumatra, or Guatemala. You can buy each of these online, but don’t make fun of the giant green dragon on the front of the bag by saying, “Dude Looks Like a Lady.” There are so many Aerosmith songs; no wonder the band was, and still is, incredibly popular.
There are 59 Big Y stores in Massachusetts and Connecticut, which should give Rockin’ & Roastin’ a regionally expansive distribution network. Earlier in July, the brand entered Connecticut’s Geissler’s Supermarket. Other outlets include Durham Marketplace in New Hampshire and Roche Bros. and Dave’s Fresh Marketplace throughout New England.
Even the folks at Big Y were in the pun-making business. One representative told the Courant, “At Big Y, we are always on the lookout for cutting-edge, top quality brands. When we tasted Joey’s coffee, we knew it would be a chart-topper and were ready to jump on board.” To top all of this off, Kramer is apparently facilitating the various partnerships while on break from a global Aerosmith tour.
Kramer is launching a Coffee of the Month club on the Rockin’ & Roastin’ website soon. It is also fielding leads for restaurants interested in carrying the coffee. The robust taste apparently comes partly from the manner in which the beans are grown: “[The] coffee is lovingly cultivated through the ‘shade grown’ technique under canopies of indigenous trees. Their fallen leaves act as a natural fertilizer, which gives the coffee beans time to mature more slowly, maximizing their flavor profiles.” That’s according to Kramer’s website.
The brand is certainly “Livin’ on the Edge” of Kramer’s popularity. We’re not entirely sure how many consumers know who Joey Kramer is by name or face, but the packaging clearly states that he is the drummer for Aerosmith.
We weren’t sure how to incorporate “Rag Doll” into this article, so we’ll just say that it’s this author’s favorite Aerosmith song. Okay, time to place an order for Rockin’ & Roastin’.