The Coffee Bean & Tea Leaf® Unveils New 'Tastemakers Since 1963' Campaign to Celebrate Its Decades of Quality, Innovation and Community

The campaign spotlights its origin story and coffee credentials while emphasizing that The Coffee Bean &
Tea Leaf® has been a staple of the city's coffee culture for over six decades.

LOS ANGELES, March 19, 2025 /PRNewswire/ -- As spring arrives, The Coffee Bean & Tea Leaf® is excited to launch a new brand campaign, Tastemakers Since 1963, which celebrates their 63-year legacy of crafting the finest coffee and tea beverages, and evolving with new innovations and flavor profiles. It pays homage to its LA roots and other likeminded tastemakers, a collective with a shared vision of quality, innovation, exploration and diversity.  To kick off the celebration, guests can receive one (1) small brewed coffee for just $0.63 on Wednesday, March 26 at participating cafes.

As a nod to the brand's journey starting in 1963 when it introduced European-style coffee to California, the campaign showcases how the brand has been shaping coffee culture ever since. The Coffee Bean & Tea Leaf has consistently set new industry standards and beverage trends, evolving to meet the growing expectations of coffee enthusiasts while reinforcing its leadership in transforming the coffee experience.

"Our new brand campaign is a tribute to our rich heritage and deep roots in Los Angeles," said The Coffee Bean & Tea Leaf Head of Marketing, Dee Hadley. "Since opening our doors in 1963, we've been dedicated to serving and uplifting this vibrant community of tastemakers with European-style coffee and tea. As LA has evolved, so have we—always striving to meet the needs of our customers while fueling the creativity, energy, and spirit that was born from our LA roots."

The Coffee Bean & Tea Leaf is also launching a lineup of its latest Tastemaker trend, the Dry Iced Americano, and reintroducing the fan-favorite Horchata line of beverages. New menu items will debut on March 19 and run until June 3, 2025. The beverages include:

• Dry Iced Americano: Our beverage that broke the internet now gets its own spotlight in café with three delicious flavors!  Enjoy shots of our iconic espresso mixed with proprietary flavors over pebble ice (hold the water!), then topped with half & half and garnished with caramel syrup.  This unique combination highlights the espresso notes and delivers a delicate texture.  Available in Vanilla, Brown Sugar and our seasonal Horchata flavor.
• Vanilla Dry Iced Americano: The drink that broke the internet! A vanilla dry, iced Americano topped with half & half and a caramel waterfall around the cup.
• Brown Sugar Dry Iced Americano: Soon to be your new favorite!  A brown sugar dry, iced Americano topped with half and half and a caramel waterfall around the cup.
• Horchata Dry Iced Americano: A new way to enjoy a fan-favorite flavor! A horchata dry, iced Americano topped with half and half and a caramel waterfall around the cup.
• Horchata: The fan favorite is back!  The unique Horchata blend of rice, cinnamon, vanilla and milk is infused with our fresh espresso, combining the traditional notes of rice and vanilla with a hint of cinnamon for a deliciously balanced tasting drink.  Available in Ice Blended® drink, Iced Latte with Boba, Cream Cold Brew, and new Dry Iced Americano!

The Coffee Bean & Tea Leaf is also introducing an LA Line of 10oz blends that feature the iconic 5 Bean, 6 Roast blend that has fueled their guests for decades. L.A. Espresso is made from five bean origins and roasted to six profiles, while the L.A. Brew is the same blend medium-roasted for a superior cup of coffee. In addition to brewing at home, L.A. Espresso can be enjoyed in all of The Coffee Bean & Tea Leaf's specialty espresso drinks, and L.A. Brew can be enjoyed as the new Brew of the Day.

"As we celebrate 63 great years of brewing specialty coffee and tea beverages, this campaign means so much to us as we are honored to pay tribute to the tastemakers and valued guests we have served along the way," said The Coffee Bean and Tea Leaf President and Head of Americas, Tara Hinkle. "Our goal is to put the bold and fearless LA spirit in every decision we make and every cup of coffee, so to be able to spotlight our refreshed identity and variety of fan-favorite beverages is exciting."

For more information about the new beverages and the Tastemakers since 1963 campaign, please visit www.coffeebean.com.

About The Coffee Bean & Tea Leaf® 
Founded in Southern California in 1963, The Coffee Bean & Tea Leaf® is a global specialty coffee and tea house that inspires new experiences through our flavors from around the world. We source the finest coffees and teas from local communities and then handcraft every beverage to bring out the freshest flavors. As the creator of The Original Ice Blended®, we continue to innovate to enable people everywhere to enjoy the classics as well as new flavors both in our cafés and at home. Headquartered in Asia and a business of the Jollibee Group of Companies, The Coffee Bean & Tea Leaf passionately operates in more than 1,100 locations, across over 20 countries. For more information, visit www.coffeebean.com.

SOURCE The Coffee Bean & Tea Leaf