Brewed for Impact: How BLK & Bold Is Leading the Next Wave of Beverage Marketing
When it comes to purchasing, today’s consumers want more than just a product–they want something to believe in. The rise of purpose-driven brands, founder visibility, AI-powered personalization (with boundaries), and culturally rooted storytelling are reshaping how beverage companies connect with their audiences.
BLK & Bold, a coffee brand built on community, culture, and impact, is a leader in this movement. In this exclusive interview with Co-Founder Rod Johnson, Johnson shares how they’re redefining what it means to market in the beverage space, and in doing so, reflect some of the most important trends shaping the industry today.
“Whether it’s our story or our sourcing, we want people to see themselves in the brand and feel proud to be part of it.”
Purpose Over Product: Mission-Driven Brands Win
According to Deloitte, over half of U.S. shoppers say they’re more likely to buy from brands that actively support social causes and promote a purpose.
BLK & Bold is founded on this principle.
“Authenticity isn’t a strategy for us, it’s the standard. We didn’t build BLK & Bold with a playbook—we built it with purpose. Everything we do reflects who we are, where we come from, and what we stand for.”
From day one, BLK & Bold pledged 5% of gross profits to support youth in need. That decision wasn’t part of a marketing campaign—it was the foundation.
“Our ‘For Our Youth’ initiative… was the first thing we locked in before we even settled on a product. Whether it’s our story or our sourcing, we want people to see themselves in the brand and feel proud to be part of it.”
This mirrors a larger shift where brands are becoming movements, and marketing is about showing up for something that matters instead of solely about selling.
Culture-First Storytelling: Meet People Where They Are
From packaging to partnerships to platform storytelling, the best-performing beverage brands in 2025 are using culture as a strategy.
“You can’t just copy and paste your message everywhere; you’ve got to make it make sense for the space.”
BLK & Bold exemplifies this approach. On social media, they highlight community partners and impactful stories. On LinkedIn, they take a behind-the-scenes approach to show what building a mission-first business really looks like.
“What keeps it consistent is the 'why.' BLK & Bold has always been about ownership, impact, and giving our community the premium coffee experience they deserve—while reinvesting in the next generation. No matter where we show up, the goal is the same: tell stories that reflect who we are and what we stand for.”
This platform-native approach reflects an industry-wide shift from channel distribution to channel adaptation where companies are tailoring the brand story to their audience while staying rooted in its values.
From Community to Collaboration: Experience-First Marketing
Strategic partnerships are helping beverage brands expand reach and relevance in a saturated market, especially through cross-category collaborations that spark culture-driven moments.
“A recent example is our partnership with Ben & Jerry’s, where we brought our coffee into their fan-favorite Coffee Coffee BuzzBuzzBuzz flavor.”
The BLK & Bold x Ben & Jerry’s collaboration didn’t just blend flavors—it blended missions, turning a favorite ice cream into a story of shared impact.
“We used that moment to deepen awareness, celebrate our shared values, and meet people in a space they already love: ice cream.”
They doubled down with a high-impact brand move, bringing in Coach Prime as a co-owner and Social Impact Leader. “That campaign helped us connect with a broader audience in a way that still felt true to who we are.”
These partnerships are case studies in experience-first marketing, a growing priority for beverage brands looking to create moments that matter. They are always cognizant of their audience and what is working well. “Our motto is simple: If it doesn’t resonate with our people, it’s not the right move. The conversations we have, the feedback we get, and the culture we’re part of tell us where to go next.”
AI with Intention: Personalization Without Losing Humanity
Every conversation with marketers proves that AI is becoming a standard practice across marketing, but trust remains a critical issue. AI should support human experiences and not replace them.
BLK & Bold agrees.
“Technology is a tool, not a replacement for intention. If AI helps us better understand and serve our customers, great. But if it gets in the way of human connection, we’ve missed the mark.”
At a time when many brands are chasing automation, BLK & Bold’s approach reflects the next evolution: tech that amplifies empathy and does not replace it.
“Our goal is to connect, not convert. Consumers are smart, they know when something’s crafted with care versus just calculated.”
The BLK & Bold team leaves us with three powerful predictions for 2026, each of which echoes the macrotrends shaping beverage marketing now and into the future:
“People want more than product—they want purpose.”
“Ownership and authenticity will lead the conversation.”
“Culture will continue to shape brand identity.”
These are more than aspirations, they are the blueprint for beverage marketing done right. Brands need to break through the noise and reliance on tech to connect with their consumers, building a brand that people see themselves in—a brand that feels like it matters.
Johnson recently recorded a CMO Spotlight interview with Setup. You can watch his interview below.
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