AriZona Plans Joe DiMaggio Coffee
Publish date: Aug 31, 2012
The Joe DiMaggio brand has teamed up with AriZona Beverages for a new coffee drink–Joltin’ Joe–in a deal brokered by Moda Licensing.
Joltin’ Joe Sparkling Espresso, a lightly carbonated ready-to-drink espresso, will be available across the U.S. in mid-September. The deal also represents AriZona Beverages’ first foray into coffee drinks.
“The fact that AriZona built a successful business on the principles of perseverance and hard work, principles which DiMaggio embodied, certainly played into our decision to approach them,” says Michelle Alfandari, managing member of the Joe DiMaggio brand, Moda Licensing. “The Joltin’ Joe drink will evoke DiMaggio’s timeless legacy–not only his greatness on the field but the way he symbolized the potential for greatness we all yearn to see in ourselves.”
The coffee drink will be packaged in an aluminum can featuring images of DiMaggio and historical headlines, including the headline from DiMaggio’s 56-game hitting streak, a record that remains unbroken.
“The Joltin’ Joe brand seamlessly extends to coffee and energy so launching our first beverage product with a ready-to-drink sparkling espresso is consistent with our strategy to build a large footprint in the food and beverage category,” says Alfandari.
