With an audacious leap that connects automotive greatness with artisanal coffee culture, Porsche has unveiled a series of strategic partnerships with some of the world’s most distinguished boutique coffee producers to craft exclusive products that broaden the luxury carmaker’s pursuit of precision and quality beyond the tarmac and into the mug.
Porsche x ST. ALi: The perfect mix of engineering
Porsche Cars Australia has today revealed a new partnership with celebrated Australian specialty coffee roaster ST. ALi. The result of this collaboration is a signature coffee that reflects the same commitment to perfection that Porsche puts into their design of automobiles.
“Cars and coffee – there’s a lot of similarities,” says ST. ALi CEO Lachlan Ward. “Doing it right, there is good stuff at that intersection of the everyday,” whether it’s the drive to work or your morning coffee. The rest speaks of you.”
The one-off Porsche x ST. ALi Coffee is abespoke, first-edition small batch roastblending a selection of beans from renowned growing regions, including Brazil and El Salvador. Every bag is expertly developed to enable a silky-smooth mouthfeel and bold riches with bright acidity – an experience that compares to the thrill of acceleration in a Porsche.
Porsche Car Australia, CEO & Managing Director, Daniel Schmollinger says the partnership is “a natural complement to Porsche’s pursuit of excellence, delivering a distinctive experience that takes place not only on the road but also in the cup.”
The packaging itself is a tribute to Porsche’s motorsport legacy, with elements harking back to the famous 1973 Targa Florio win and the mythic 911 Carrera RSR in Martini Racing colors. This special edition coffee is on sale now only at Official Porsche Centres and the Porsche Online Shop, giving fans a flavour of the brand’s dedication to perfection.
From Beans to Beyond: Porsche’s Coffee Machine Partnership
Putting its stake in the ground and continuing to be part of the high-end coffee story, Porsche have teamed up with Italian-based coffee machine company La Marzocco on a limited edition espresso machine that’s all about bringing that iconic Porsche design into your home kitchen.
The result of this unique partnership is a special version of La Marzocco’s Linea Micra portafilter model, which is limited to just 911 units – a significant figure for the coffee and Porsche enthusiasts in the know, to whom the number pays homage to the legendary Porsche 911 sports car. Two models Seven years on, and it is available in two different versions – the original Porsche colour Slate Grey Neo, and, blending it’s racing heritage, a Martini Racing version.
“Porsche and La Marzocco are united by a mission: to be the best with unique design, quality and history. What we have in common is an attention to detail,” explains Deniz Keskin, Director Brand Management and Partnerships at Porsche AG. “And we want to come together with these communities in our collaboration.”
The design includes many automotive inspired features including Porsche-like drive mode type knobs, pressure gauges displayed in Porsche tachometer fashion and drip trays shaped like the Porsche GT3 grid. These machines are the meeting point of Italian coffee craft and German automotive engineering.
Linking Communities Through Coffee Culture
This coffee culture play is an effective strategic one for Porsche, recognising that luxury cars and high-end coffee share passionate, engaged communities that value craftsmanship, legacy and eliteness.
Barista and coffee shop owner Aron Sharma agrees, saying “cars and coffee [are] bringing people together.” Popular Caffeine and Cars events are hosted by Sharma and bring in Porschephiles ready to discuss a shared love of great cars and great beans.
This partnership sets the trend of high-end automobile makers stretching into legacy parts of lifestyle to give users a way of living the brand beyond the drive. For Porsche, the company’s products has found the perfect partner – with both having a focus on precision, technical perfection and the ultimate in sensory enjoyment.
What Does The Future Of Luxury Brand Extensions Look Like?
Porsche’s push into a luxury coffee experience makes sense as global industry observers signal that modern luxury consumers connect with brands in more innovative ways. Not satisfied to confine brand experience to purchase and driving, Porsche is creating several touchpoints that resonate the brand’s central values within every day life.
The collaboration also points to the increasing significance of fusion between big-name luxury brands and specialist artisans. “Working with world-class brands such as ST. ALi and La Marzocco, Porsche is able to offer its expert knowledge in a new field and help shape the market with its clear design language and high quality standards.”
For coffee fanatics who won’t ever own a Porsche, these partnerships are a more accessible way to live out the brand’s ethos. For the owner of a Porsche, the coffee partnerships are a way to further add the brand into their lifestyle outside of the garage.
As consumers demand genuine brand experiences in every aspect of their lives, Porsche’s forays into coffee break to show determinates how traditional luxury brands can leverage their cachet to dominate beneficial life-style categories without undermining their brand’s core messages.
Whether devoured at a Porsche Centre using the ST. ALi blend or at home using the La Marzocco machine, these collaborations bring the German marque’s precision engineering and meticulous approach to coffee to all corners of the globe, with that same unmistakable profile in every cup – illustrating how no barriers exist to the relentless pursuit of perfection when bound by a shared passion for the pursuit of perfection.