Formula 1 has announced Drive Coffee as its Official Coffee Provider, as part of an exciting new multi-year partnership, ahead of the upcoming 2021 FIA Formula One World Championship. As the first speciality coffee company to carry the designation in the sport’s illustrious history, Drive Coffee has been chosen because of its unparalleled commitment to the customer experience, quality, ethical sourcing and sustainability.
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The Colorado-based coffee roaster and cold brew coffee drink manufacturer also shares a unique commitment to the values and history of Formula 1 that has created a diverse and global customer base for its coffees in over 30 countries, including most Grand Prix host countries.
The multi-year exclusive partnership will see Drive Coffee served at each Grand Prix, including the exclusive F1 Paddock Club and Paddock areas, as well as other official F1 events outside of World Championship races. In addition to an on-site presence at Formula 1 races and events, Drive Coffee will soon be releasing a line of F1 co-branded coffee products and ready to drink beverages that will be rolled out in grocery and convenience stores globally.
Founded in 2017, Drive Coffee was created to provide coffee products with a greater commitment to quality and nutrition than many of the existing mainstream brands, while delivering them in a way that created fun, informative and inspiring coffee experiences.
Ben Pincus, Director of Commercial Partnerships at Formula 1, said:
“We are delighted to be announcing Drive Coffee as the Official Coffee Provider of Formula 1 ahead of the new season. Their high-quality product, relentless approach to improvement and passion for the sport will allow us to reach fans in a new way and provide them with the fuel to enjoy our longest season yet. We can’t wait for fans to try it!”
Alex Grappo, Drive Coffee CEO and Founder said:
“The partnership with Formula 1 was a natural fit given the unwavering commitment on both sides to the shared values of excellence, performance, innovation, and resiliency. The unique environment of the last 18 months has made us more committed than ever to the Drive Coffee core values of keeping people fuelled, optimistic, and inspired even in the face of challenges and adversity. We have always believed that the way people start their mornings will set the stage for what happens in the days ahead. The confidence placed in us by Formula 1 with this partnership provides us with the unique opportunity to now enable millions of Formula 1 fans to start every morning, and fuel each day, with an experience inspired by one of their greatest passions.”