In a seemingly saturated coffee marketplace it is clear that the success of Florence by Mills Coffee demonstrates that there is still room for new brands that are crafted authentically. In Florence by Mills Coffee, Millie is carving out a niche by building a credible coffee brand that resonates with Gen Z and their need for self-expression, and in doing so she is transcending the conventional coffee experience.

Every year, Christmas is framed as the most important trading period of the calendar. And every year, most brands respond in the same way. Bigger budgets. Louder ads. Deeper discounts. More noise. Christmas 2025 feels different.

I’m often asked how much our creators really know about coffee, the answer is more often than not, quite a bit actually! They love their morning Americano, their afternoon iced latte, they know what they like and dislike and their go-to flavours.

COLLAB is what currently witnessing huge growth when it comes to new celebrity and creator-led brands launching onto the market. But it seems to be the beverage sector that is driving new product development.