Which marketing strategies actually work for coffee businesses?
Current market challenges mean it’s never been harder to operate a coffee business – and this includes marketing and branding.
High and volatile green coffee prices, along with increasing operational costs, are creating a more competitive market. Brands are forced to strike a balance between quality, value, and customer service. Simultaneously, specialty coffee consumers have more choices than ever before, putting more pressure on cafés and roasters to capture their attention.
Print and offline marketing remain crucial tools. But in an increasingly technology-driven world, consumer expectations are shifting as AI reshapes digital marketing strategies. Over a third of people in the UK alone have now used Generative AI, equivalent to 18 million people, and 10% of them use it daily, according to Deloitte.
This underscores the lucrative new opportunities for coffee brands. However, just because digital marketing is all-encompassing doesn’t mean it’s straightforward. To achieve long-term success, coffee businesses must effectively leverage both their digital and physical presence.
I spoke with Ross Hindle, the Group COO of PDG Media, to find out which strategies work best.
You may also like our article on how digital marketing has evolved in the coffee industry.
Why marketing in a competitive specialty coffee industry is key
Marketing and branding have played a pivotal role in the growth of the coffee industry throughout its history.
As early as the 1900s, major coffee brands have leveraged marketing campaigns. In 1924, popular US brand Maxwell House spent the modern-day equivalent of US $4 million on marketing, including sponsored TV shows, which helped increase sales by 85% in just a few years.
In more recent times, convenience, personification, and prestigious branding have become key focuses of coffee marketing strategies. Nespresso exemplifies this best, using prominent American actor George Clooney in its TV adverts from the mid-2000s onwards, who helped to personify the Nespresso brand with a luxurious yet playful feel.
As third wave and specialty coffee proliferated in the late 2000s, the way that coffee brands communicated with their customers changed significantly. Artisanry, passion, and sustainability became key focal points, demonstrating coffee businesses’ dedication to quality, transparency, and craftsmanship.
Although these principles remain central to modern specialty coffee, unprecedented challenges have created a more competitive and formidable market in recent years, once again, changing how businesses market themselves.
Arabica prices reached all-time highs in February 2025, prompting coffee businesses across the supply chain to reassess their sourcing strategies to secure more cost-effective coffees while maintaining quality standards.
Simultaneously, operational costs have risen across the board, from packaging to logistics to labour. Global shipping costs surged in the first half of 2024, driven by unforeseen disruptions in major maritime routes, including the Red Sea and the Suez Canal.
This means that for coffee businesses, acquiring new leads is more of a priority than ever. As market competition intensifies, it becomes increasingly important to invest in marketing and branding strategies.
How marketing and branding are changing
“Traditional” marketing channels such as events and print media are still prominent, but digital marketing has understandably been more of a focus for specialty coffee businesses, many of which have only opened their doors in the last couple of decades.
The primary focus is mobile traffic. According to DataReportal, mobile phones now account for 62% of the world’s web traffic, meaning coffee businesses need to optimise their marketing – irrespective of their channels – for mobile.
“Digital marketing can be a challenge for a lot of coffee brands. It’s not always easy to get it right, and given how often it changes, it can be really difficult to manage in-house,” says Ross Hindle, the COO at PDG Media, a full-service digital agency for specialty food and beverage marketing with years of experience working in the coffee industry. “Artificial intelligence has also massively reshaped the way we promote and present our brands over the last few years, which has ‘raised the floor’ for marketing.
“To put it simply, it’s not enough to just post average content on social media and post some pictures – you need to have a strategy, otherwise you’ll be left behind.”
Some of the most integral digital marketing channels for B2B include content and search engine optimisation (SEO), email (whether for cold outreach or targeted newsletters), and website. However, managing all of these is easier said than done, and the digital marketing landscape is constantly evolving.
How AI is transforming marketing
Generative AI is the prime example, revolutionising consumer marketing as we know it. A recent survey from the Digital Marketing Institute reveals that 68% of respondents believe AI is most useful for automating routine tasks, while 46% say it improves customer experience, and 45% believe it enhances targeting and segmentation.
The impact of AI on SEO is most notable. AI-powered algorithms enhance search result accuracy and personalisation, leading to a more complex yet effective SEO landscape that priortises quality and user-relevant content.
“What AI has done is allow everyone to adopt a base level of competency as far as marketing is concerned,” Ross explains. “This is a bit of a double-edged sword; on the one hand, it’s easier than ever to create content, but on the other, every platform is considerably more competitive than it was even a couple of years ago.”
Keeping up with changes is challenging
As coffee businesses grapple with record coffee prices and rising operating costs, their priorities have shifted. Managing cash flow has become the most pressing focus, prompting some businesses to scale back certain areas of their operations.
This means marketing for some, but the reality is that in such a competitive environment, it’s more important than ever to ensure your strategy is focused on delivering value, predominantly through sales.
“We’ve seen a lot of shifts. For example, brands are less focused on social media now, favouring alternative channels that deliver more direct enquiries over pure brand awareness,” says Ross. “This is especially true of coffee businesses operating in the B2B space.”
Influencer marketing has also emerged as a popular strategy in recent years, as seen by the success of brands like Emma Chamberlain Coffee, which generated US $20 million in revenue in 2023.
Coffee businesses can leverage the platform of prominent social media users and brands to promote their products or services. In turn, they extend their reach and align their branding with influential figures in the industry. This taps into authenticity and relatability that drives engagement with primarily younger audiences.
But while the power of influencer marketing is undeniable, it still requires a strategic approach. Coffee businesses need to work with influencers who align with their branding, or they risk alienating their core consumer base.
Effective strategies for coffee businesses
The question remains: Which strategies are actually valuable for coffee businesses?
Given coffee’s nature as a business built on relationships, events and trade shows, such as Producer & Roaster Forum, are valuable marketing channels. However, we’re already seeing a shift in the market with coffee businesses choosing to move from a continued presence at all major international trade shows to a focus instead on smaller, regional events.
Pop-up events have also become more popular, as these are often a fraction of the cost of reserving a booth at a trade show over several days.
Meanwhile, the digital world is still relatively young and will continue to evolve in the years to come. However, with digital marketing, there are several key channels to focus on.
“My recommendation for any coffee business looking to update their marketing strategy would be to begin by looking at their website,” Ross says. “How easy is it to use? Is it fast enough? How quickly can someone get in touch with you? And is it up to date? This is where every potential lead will end up at some point, so optimising it for maximum conversion is crucial.”
Email outreach is also proving its worth in a highly competitive market. Recent research shows that 80% of buyers accept sales meetings through cold emails, and 77% respond favourably.
“Email marketing can be really valuable, but it’s so difficult to get right,” Ross adds. “We find segmenting email channels based on ‘warm’ and ‘cold’ leads gives the best approach – and given how tight-knit the coffee community is, personalisation is key.
“People get so many emails these days, and you have less time than ever to pique their interest. Generic, boring outreach is pointless; you need to make your emails generally interesting.”
Covering all bases
Digital marketing is multifaceted; there is no single superior channel. To truly succeed, coffee businesses must operate across multiple areas.
“Research from experts like Neil Patel shows that conversion rates and lead capture increase dramatically with the addition of new platforms. At PDG Media, we offer an omnichannel approach, which is far more successful and constructs an engine that delivers an ever-increasing volume of leads.
“In short, when you combine multiple digital marketing channels, you end up with something that is more than the sum of its parts.”
It’s a challenging time for the coffee industry, making marketing all the more crucial. But as coffee prices stay high, operators are grappling with unprecedented volatility and uncertainty.
Working with digital marketing agencies like PDG Media can help a company identify its unique needs and effectively scale growth. In time, this can help brands get ahead of their competitors and enjoy continued success.
Looking for a digital marketing agency that knows specialty coffee? Check out the new PDG Media website here.
Photo credits: Specialty Coffee Association
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