Juan Valdez strengthens its U.S. presence with a new store in the heart of Wynwood

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• The brand representing Colombian coffee growers expands its international footprint with an iconic space in one of Miami's most important cultural districts.
• Featuring in-store coffee roasting, signature beverages, and an exclusive mural by the multifaceted Colombian artist Ledania, the Wynwood store becomes a living gallery of Colombian coffee.

MIAMI, June 26, 2025 /PRNewswire/ -- Juan Valdez, the renowned brand representing over 550,000 Colombian coffee-growing families, has officially opened its new store in Wynwood, Miami's iconic arts district. This launch strengthens the brand's presence in the United States and marks a new milestone in its internationalization strategy, bringing 100% premium Colombian coffee to a space where creativity, cultural diversity, and memorable experiences converge.

More than just a store opening, this new space reflects the company's vision to establish a presence in high-impact cultural environments. In this iconic part of the city—an epicenter of creativity and diversity—the brand finds the perfect setting to share its essence: an experience that blends origin, quality, and purpose, designed to connect with those who value authenticity.

"Being in Wynwood represents much more than a commercial expansion; it's a strategic decision that reflects who we are as a brand. This new store allows us to connect with an audience that values art, authenticity, and cultural connection—principles that are core to our identity", said Camila Escobar, CEO of Juan Valdez. "This store is a bridge between Colombia and the world, where coffee becomes an immersive experience that highlights our more than 550,000 coffee families and projects our essence on a global stage".

Located at 277 NW 28th Street – The Dorsey, the store was conceived as a living gallery of Colombian coffee. It offers a full sensory experience, including real-time artisanal roasting that brings the bean-to-cup process to life. The menu features signature drinks such as espresso, pour-overs, frappes, and iced coffees, as well as a selection of local and Colombian pastries. The space features a custom mural by urban artist Ledania, inspired by the energy, colors, and coffee mountains of Colombia, transforming the store into a vibrant visual representation of the brand's origin and spirit.

During the opening, guests enjoyed immersive experiences such as sensory tastings, manual brewing methods, latte art, live painting of the brand's coffee truck, and the interactive "Paint Your Cup" activation. The event also introduced the Endless Summer seasonal drink line, featuring Rose Coffee, Ginger Coffee, and Lavender Coffee, along with a special signature beverage created exclusively for the occasion.

This new store is set to become a flagship in Juan Valdez's international expansion model, focused on cities with high consumption potential and cultural affinity. Its offering—combining product excellence, cultural immersion, and emotional connection—aims to strengthen brand positioning among consumers who value memorable experiences that express identity and origin. The concept is also designed to be replicated in other strategic locations, fostering local partnerships and cultivating vibrant communities centered around Colombian coffee culture.

"Each international opening by Juan Valdez aligns with a clear vision of sustainable growth and strategic positioning. Expanding to Wynwood not only allows us to consolidate our presence in the United States—currently the largest, most important, and scalable market for specialty coffee—but also takes us a step further in our global expansion goals", said Sebastián Mejía, General Manager North America at Juan Valdez. Also, he added, "We currently have 13 stores in the U.S. and expect to close the year with 17. This opening marks the beginning of an ambitious expansion strategy that, thanks to our unique and innovative value proposition, we're confident will attract many more investors".

According to Statista, coffee consumption in the United States continues to grow, with projected demand exceeding 22 million 60-kg bags annually, making it the world's second-largest coffee importer. In this context, Juan Valdez is reinforcing its strategy with a differentiated approach that combines origin, innovation, and purpose, extending its reach in one of the world's most relevant markets.

This new store demonstrates Juan Valdez's strength in positioning itself in iconic global destinations, continuing to elevate Colombia's status as an extraordinary coffee origin through an offering that merges tradition, purpose, and excellence.

About Juan Valdez®

Juan Valdez® is the only internationally recognized coffee brand that is owned by coffee producers. In 2002, the National Federation of Coffee Growers of Colombia—a non-profit organization representing more than 550,000 coffee-growing families—launched the Juan Valdez® brand for coffee shops and value-added businesses. The brand is named after the iconic character who, for over 50 years, has symbolized Colombian coffee worldwide. In 2021, Juan Valdez® became a certified B Corporation, joining a select group of over 5,000 companies that strive not only to be the best in the world but the best for the world. Juan Valdez® coffees are known for their high quality and generate greater value for coffee growers, along with important royalty resources from every cup or product bearing the brand's name across the globe.

SOURCE Juan Valdez