Pusha T and Pharrell Launch Grindin Coffee with Lavazza Partnership

# What happened

# Why they made it Both artists describe the brand as an extension of a long-standing creative routine. Pharrell said, according to Broadway World, "From making 'Grindin'' back in 2002 to now, it has always been about intention and focus. Coffee has always been part of that discipline. It has been in the room with us when we create. Now it has a name."

Pusha T describes a real habit: waking at 5 a.m., drinking black coffee or strong espresso, creating, exercising (including 25-mile bike rides), and returning to creative work. He framed the product around that rhythm: "It's all about the grind. It's the first move before you build something. That's why this brand exists."

# What's for sale Grindin Coffee's initial offerings are positioned as premium. The launch includes two blends available in ground and whole-bean formats:

• Dark roast: cocoa, caramel, and brown spice notes.
• Medium roast: bittersweet chocolate, caramel, and roasted hazelnut notes.

Both blends are marketed for multiple brew methods—filter coffee, espresso, or cold brew—and are sold exclusively through the brand's website.

# Who the brand is for Pusha T defined the target customer as someone who builds things: people who wake up early, work out, and create daily routines that support productivity and community. The brand's narrative connects coffee to discipline and the preparatory ritual before creative or entrepreneurial work.

# Distribution and positioning At launch, Grindin Coffee is an exclusive direct-to-consumer offering via its website, reflecting a premium positioning through specific tasting notes and roast profiles. The Lavazza partnership supplies coffee expertise and Italian-roaster credibility.

# Quick takeaways

• The brand ties a cultural reference (the song "Grindin'") to a practical product aimed at creators and entrepreneurs.
• Two roast profiles and multiple brew formats make the offering flexible for different consumer preferences.
• The exclusive online channel suggests a controlled launch focused on brand storytelling and direct customer relationships.

# Bottom line Grindin Coffee packages a decades-long creative partnership and daily routine into a consumer coffee brand backed by Lavazza. The product targets people who practice disciplined morning routines and want a coffee framed around productivity and creation.