How influencer marketing is changing specialty coffee

• Up to 93% of marketers now use influencers, making the channel unavoidable for coffee brands.
• Approximately 92% of consumers, especially Gen Z, trust influencers more than traditional advertising.
• Content creators are reshaping specialty coffee authority, shifting influence from competitions to social media platforms.
• Authenticity matters most; overreliance risks diluting specialty coffee’s values.

Social media has never played a bigger role in how consumers discover and engage with specialty coffee. From café recommendations to brewing advice, digital platforms have become a primary source of information, particularly for Gen Z.

At the centre of this shift are influencers: Content creators who build engaged followings by sharing opinions and expertise, often in partnership with brands. Those who amass millions of social media followers are redefining who holds authority in the industry, demystifying specialty coffee for a broad audience and breaking down technical terms and theories.

Goldman Sachs predicts the global influencer marketing economy could nearly double to US$480 billion by 2027, according to its 2023 Creator Economy report. For many coffee brands, this means this channel has moved from optional to essential.

While influencer marketing offers reach and relevance, specialty coffee must approach it with caution. The industry’s values of transparency and quality can be diluted if messaging becomes overly transactional or trend-driven.

Wendelien van Bunnik of the Happy Coffee Network, brand consultant Fi O’Brien, John Lee at Stronghold, and Ariana Wang at OutIn share their thoughts.

You may also like our article on why more roasters are rebranding than ever before.

The power of influencer marketing in coffee

According to research, 93% of marketers now use influencers as part of their branding strategy. Coffee is no exception.

“In specialty coffee, influencer marketing is when individuals with engaged followings share products, experiences, or knowledge with their audience. Brands can leverage that connection for visibility and credibility,” says Wendelien, the founder of the Happy Coffee Network, the 2019 World AeroPress Champion, and a Dutch Barista Champion. “It’s evolved from traditional advertising into something more personal and community-driven.”

A growing number of influencers are even leveraging loyal audiences to launch their own coffee brands, building trust first and monetising later.

Emma Chamberlain is a prime example. After building a substantial online following through YouTube vlogs, she launched Chamberlain Coffee in 2020 at age 18. The brand quickly gained traction, supported by a highly engaged fanbase, a clear lifestyle narrative, and an emotional connection to the product. Beyond coffee, matcha is now one of its most popular products, signalling Chamberlain Coffee’s broad appeal among Gen Z.

As influencer marketing in coffee becomes increasingly lucrative, celebrities are also moving into the space, either as brand partners or founders.

Actress Millie Bobby Brown’s Florence by Mills Coffee, launched as a ready-to-drink (RTD) range and now stocked in major US outlets like Walmart, demonstrates the scale of this opportunity. Positioned as affordable and accessible, the brand has built strong momentum in two years since launch, driven mainly by Brown’s pulling power.

Major chains are following suit. Dunkin’ collaborated with musician Sabrina Carpenter on multiple beverage launches in 2025, including the Strawberry Daydream Refresher and the Brown Sugar Shakin’ Espresso. The tongue-in-cheek campaign ads reflect consumer desire for humour, rather than the seriousness often associated with specialty coffee culture.

Engaging with younger consumers

Gen Z and Gen Alpha now rely heavily on influencers and social media when making purchasing decisions. They often perceive these channels as more authentic than traditional marketing like ads and direct mail. Carpenter’s superstar status, for instance, helps Dunkin’ speak directly to this desire for relatability and honesty.

“It’s people with an audience sharing what they love and why it matters to them,” says Fi, Creative Brand Consultant at Fi O’Brien and Extra Dollop. “Coffee has never just been a drink. It’s a ritual, a daily pause, a social connector, and a cultural symbol. People don’t buy into coffee purely for what’s in the cup; they buy into what it represents and how it makes them feel.”

“Coffee has always run on word of mouth, but now that word spreads much further and faster.”

Legacy brands are adapting as well. Nescafé, for example, is revitalising its social media presence by partnering with influencers to promote products such as cold coffee concentrates targeted at 18 to 24-year-olds. 

Taste preferences also play a role here. Research suggests that not only does an overwhelming number of Gen Z consumers opt for cold coffee, but that 75% add flavourings and syrups to their coffee. Sweet, flavoured beverages – often marketed by celebrities or influencers – are an accessible entry point into coffee consumption.

Cafés are also part of this shift. Social media-driven footfall is increasingly influenced by aesthetics rather than coffee quality alone. Visually striking interior design and customised drinks, for instance, are now increasingly powerful modern marketing tools.

What is influencer marketing’s role in specialty coffee?

Commercial-grade coffee and RTD beverages have already demonstrated the scale of influencer marketing’s impact. Although specialty coffee is unlikely to follow the exact same trajectory, the growing influence of Gen Z means influencer marketing will become more important in the future.

According to the National Coffee Association, 64% of 25 to 39-year-olds now drink specialty coffee, a demographic that includes a growing share of older Gen Z consumers.

In its early years, specialty coffee’s reach grew through competitions, industry leaders, and a small group of experts. Today, however, coffee authority is increasingly online.

This shift reflects the habits of younger coffee drinkers, who turn to social platforms for guidance and education. For Gen Z consumers in particular, influencers often feel more accessible than decorated coffee champions.

“For a long time, the stories in specialty coffee were controlled by a small circle of industry voices, which could feel intimidating if you weren’t already part of it,” Fi says. “Now there’s a much wider mix of people – baristas, creators, and everyday drinkers – shaping how coffee looks and feels.” 

In many ways, this has placed culture and community at the heart of influencer marketing. 

Content creators like Morgan Eckroth, James Hoffmann (both notably Barista Champions), Justin Piercy (also known as Daddy Got Coffee), Tanner Colson, and Caitlin Campbell are among those shaping how specialty coffee is communicated today. With strong followings across YouTube and social media, they focus less on technical mastery and more on engaging storytelling and “fun” coffee content.

As a result, specialty coffee knowledge has become more democratic and less hierarchical.

“In specialty coffee, influencer marketing has had both positive and challenging impacts,” says Wendelien. “You no longer need to work in a high-end café or attend expensive courses to learn about brewing techniques, origin stories, or competition insights.”

Aligning with industry values

Wendelien explains that Happy Coffee Network was created to counter the intimidation many people feel when entering the industry. “I wanted to create a space where learning and connection mattered more than showing off expertise or pushing products,” she says.

However, Wendelien is clear that influencer marketing alone is not a long-term solution. “The future is authentic, educational content that serves the specialty coffee community rather than just selling to it,” she adds.

“We’ve had very positive experiences with coffee influencers,” says Ariana, Global Marketing Manager at coffee equipment brand OutIn. “Many have shared honest product experiences from a professional perspective, and some have grown into long-term strategic partners.”

That said, overreliance can undermine credibility. “Repetitive content and formulaic campaigns can erode brand uniqueness,” Ariana notes. “If influencers don’t genuinely use the products, brand loyalty can quickly be lost. Choosing the right partners and maintaining authenticity is just as important as reach.”

Trust is key

This trust factor is critical. Nielsen’s Consumer Trust Index reports that 92% of consumers trust influencer recommendations more than traditional advertising. For specialty coffee brands, this is a valuable opportunity to increase reach, but only if values remain front and centre.

“The most effective marketing comes from partnering with people genuinely committed to coffee,” says John, Head of International Business Development at roasting manufacturer Stronghold. “Brands like Onyx Coffee Lab and Big Face Coffee, who have demonstrated how to build relationships that go beyond simple branding, execute this well.

“Our most effective ‘influencer’ marketing comes from working with authentic industry leaders as collaborators,” he adds. “Our relationships with coffee champions Ben Put and Boram Um, who were both clients before becoming ambassadors, are a great example. They truly embody our belief and vision of a more sustainable and electrified future of roasting.”

Ultimately, while influencers are reshaping how consumers discover and engage with specialty coffee, it is only one part of broader marketing strategies. Perhaps most importantly, it’s about learning what and who to trust most.

“I hope we move toward a model where influence is earned through genuine expertise and contribution to the community, not just follower counts,” Wendelien concludes. “And then paid fairly and accordingly!”

Enjoyed this? Then read our article on how to build a specialty coffee brand that stands out.

Photo credits: Dunkin’, OutIn

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