Royal Cup Rebrands Its Brews

One of Alabama’s most venerable private companies has put a fresh spotlight on a lineup of premium products 120 years in the formulation.

Royal Cup Coffee & Tea, based in Birmingham, has announced the completion of a strategic rebranding initiative across its product portfolio of premium coffee and tea sold in more than 25 markets across the country.

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“For us, rebranding goes far beyond reimagining our portfolio’s aesthetic representations. From procurement to manufacturing to distribution, we’ve optimized and streamlined our internal processes and operations to deliver the highest-quality product lines and equipment to the right customers at the right time. This is a game changer for Royal Cup, and for all those with whom we have the pleasure of doing business.” said Bill Smith, CEO of Royal Cup.

Royal Cup customers will be the first to see the four new brand identities and products, all of which pay homage to the company’s 120-year tradition. As each brand is rolled out, Royal Cup says it will introduce its new product lines through “informational campaigns, video trainings and other educational tools.”

Founded in 1896, family-owned Royal Cup is a leading coffee importer, roaster and distributor of premium coffee and tea, serving the away-from-home market — fine and casual restaurants, hotels, resorts, clubs, offices and healthcare facilities. Smith, who became CEO in 2014, is the fourth member of the Smith family to head Royal Cup Coffee.

The strategic rebranding initiative includes consolidating several existing brands into a new family of four core brand identities: Prideland, Royal Cup Signature, ROAR and H.C. Valentine. Over the next several months, Royal Cup will sequentially introduce each of its four new brands to the market and begin product distribution throughout the U.S. and Caribbean.

“The rebranding of Royal Cup’s product portfolio was a purposeful, 18-month strategic endeavor to enhance the value of our goods and services, bolster our growth both nationally and internationally and position Royal Cup as an industry leader now and into the future,” said Anne Pritz, CMO at Royal Cup.

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