This week, Chiefs Wire's Ed Easton Jr. spoke with Throne SPORT COFFEE Founder & CEO Michael Fedele.
In his interview with Easton Jr., Fedele discussed Throne SPORT COFFEE's growth and his close work with Kansas City Chiefs quarterback and investor Patrick Mahomes. He shared his plans for the brand heading into 2027.
"We're in the thick of finalizing our 2027 plans for next year, so it's exciting. At the end of the day, we're trying to bring in new fans and attract new consumers, and that's our top priority," said Fedele. "We're still a very new brand, but we've been in the market for two years. The reality is, we need to build brand awareness and let people know we exist."
Before founding Throne SPORT COFFEE, Fedele served as Head of Marketing
at BODYARMOR Sports Drink, where he led marketing from the brand's 2012 launch through its rapid rise and eventual acquisition by The Coca-Cola Company in 2021.
"We also need to educate people that we are the better coffee option. I'm proud of our great-tasting product. The team has done a phenomenal job on the product side. That not only sets us apart and makes it a better-for-you product, but it also tastes fantastic, and I'm excited for you to try it. It's, um, one of those things which, I think we all know," said Fedele. "So many better-for-you products don't taste great. Like, they don't. That's just the reality. I think we've found a way that, again, lets me be excited about sharing the brand and the product with so many more people. It's not only better for your product, but it also tastes great. For us, it's getting liquid to lips, driving more trial, and then driving to retail."
The brand is rapidly expanding its footprint, growing from more than 7,000 retail locations to over 20,000, with availability at Casey's, QuikTrip, Whole Foods, Amazon, and Walmart.com.
"It's about connecting with consumers emotionally, not just, 'Hey, here's a list of what's in the product; drink it because it's good for you." It's about creating that emotional connection by leveraging our story. It's leveraging amazing partners like Patrick, who genuinely believe in what we're doing," said Fedele. "It's also leveraging our other partners, like Breanna Stewart, Chris Brickley, Alex Bregman, and other fun ones we're looking to announce as we head into 2027. We have a great opportunity, and all I can say is that folks can expect to see a lot more Throne SPORT COFFEE on Shelves and in coolers. Our objective is to continue driving trial and, ultimately, loyalty for the brand as we build Throne SPORT COFFEE."
For more information, fans can join the conversation on social media at @sportcoffee on Instagram and TikTok, and via sportcoffee.com.
This article originally appeared on Chiefs Wire: Michael Fedele opens up about the future of Throne SPORT COFFEE
