After Decades Of Machines, Keurig Launches Its Own Coffee Brand

For decades, Keurig has been synonymous with convenient at-home coffee brewing, revolutionizing how millions of Americans start their day. Yet despite being a household name in coffee makers, the brand has never sold its own coffee—until now. Christine van den Broeck, Vice President, Keurig Brand Marketing at Keurig Dr Pepper, is leading the charge with the launch of Keurig Coffee Collective, a premium coffee line crafted by internal experts the company calls "trailblazers." In this conversation, we explore why now is the right time for this evolution, how cultural intelligence shaped the strategy, and the role of employee experts versus celebrity influencers bringing this launch to life.