For 243 years, coffee has been our unofficial national beverage fueling decades of progress. But what was once a democratic drink has become a contentious concoction. Coffee has become too full of itself. The category needs an accessible grocery brand that doesn’t sacrifice taste + quality for price and breaks through the maze of archaic robusta brands and pretentious coffeehouse arabica nonsense. With his straight-talking, American appeal, John Wayne is perfectly poised to enter the coffee category as the hero who eliminates the pretension and brings coffee back to its universal and democratic roots.
