With the recent relaunch conceptcafescoffee.com (version 2.0), Concept Cafes has proven own brands in the Weighty Metal, Horror and Gaming genres. Having released an impressive list of fan highlights such as legendary metal artists such as Motörhead, Cannibal Corpse and Gwar, along with the elementary mission of the extremely monumental task of directing fans to a better coffee experience, Concept Cafes deserve the recognition and respect of the Specialty Coffee Community.
Private label or white label coffees are nothing modern, but they have always been dismissed as gimmicky and lackluster, often using corny motifs and premium beans, burnt beyond recognition and flavored like they came from a candy store. Concept Cafes firmly believes that there is a distinct difference between the terms ‘private’ and ‘white’ label, with ‘private’ essentially regulating the degree of ownership and endorsement, while the latter simply suggests slapping a brand on a milk toast product in order to ‘artificially’ inflate its perceived value.
Often, white labels feature overdeveloped gloomy roasts, roasted long after the second crack to mask the fact that the for-hire roaster is using more generic premium beans, and of course, with enough artificial sweetener added, the flavor profile of any coffee can be masked. Moving forward in the modern wave of Weighty Metal coffee, Concept Cafes has always stuck to the philosophy of “Never Compromise” when it comes to quality and control. They define an impulse purchase as a marketing gimmick and a reorder as a success. Concept Cafes founder Mike Tonsetic adds, “…We’ve never heard of an artist who wants a fan to listen to their album just once, so in a way we share the same sentiment when it comes to coffee production: we want to keep making it on repeat until the coffee machine starts roasting.”
We know that quality and control in the coffee industry is not a low-cost endeavor, and global events are drastically impacting every part of the coffee world, from tariffs to logistics and shortages. Through all this, Concept Cafes has managed to meet the challenges of the global economy by using only Special Grade Green products and keeping everything from sourcing to direct-to-consumer logistics in-house. Most importantly, despite recent economic challenges in both the coffee and music industries, they have still remained completely faithful to one of their core principles, which is to always support artists first. While most white label acts focus solely on the bottom line, Concept Cafes is focused on creating the best possible fan experience with the best coffee possible, while constantly expanding opportunities.
The days of matte black bags with a gusset and a sticker on the front are yesterday’s news, as Weighty Metal Coffee 2.0 is as much about packaging as it is about being a collector’s item as any vinyl record; ready to cut and display. The level of detail that goes into the designs is observable and stunning, and at the same time it is a staple in the world of Weighty Metal, which until now has had no precedent in the world of coffee.
The next evolution of Concept Cafes unashamedly involves entirely reimagining the limitations of customary coffee packaging, such as collaborating with legendary drummer Dave Lombardo to develop a coffee keg can or developing a highly realistic intravenous blood bag featuring goth metal legends Type O Negative.
Founder Mike Tonsetic points to the coffee brand’s next evolution: “Probably the MOST IMPORTANT factor in the coffee equation, but equally often overlooked in the coffee industry, are the true fans themselves, because after all, they are the ones who actually drink the coffee and keep us in business. So our job is truly elementary: turn every fan into a VIP.”
Will the private label coffee market, which has been on the margins in the past, finally be accepted by mainstream coffee culture? Concept Cafes certainly think so, and if they can turn some metalheads into Specialty Coffee lovers, and maybe a few coffee nerds into fans, perhaps the reality won’t be as far from reality as it may seem.
