If you've spent any time on social media lately, you've probably noticed that everyone with a million followers is suddenly a beverage entrepreneur. Energy drinks named after gaming teams, protein shakes endorsed by fitness influencers, and coffee brands co-signed by your favorite TikTokers, actors, and musicians.

Emma Chamberlain, Tom Hanks, Green Day, Millie Bobby Brown, Jimmy Butler, Hugh Jackman, Robert Downey Jr. It just goes on and on, and I suspect it’s still early days for creator-led coffee.

That's why I wanted to talk with Danny Wright, the founder and CEO of COLLAB in the UK, who's basically figured out how to make this whole creator-coffee thing actually work. COLLAB is the manufacturing and operational partner for a growing list of coffee brands, including Florence — Millie Bobby Brown’s brand — and Sides — by the The Sidemen. Danny’s company is seeing the kind of growth numbers—2,000% projected growth from 2024 to 2025—that make you wonder if you've been thinking about this business all wrong.

We talk dealmaking, beverage R&D, marketing, getting into Walmart, concentrates, nootropics, AI, and more. If you’re curious how creator and other licensing partnerships work, this episode is a must-listen.

As always, if this podcast is even a hint interesting or helpful, will you drop us a review on your favorite podcast platform? I hear those help with getting this show in front of other people.

I’m Garrett from Fresh Cup, and welcome to the Coffee Think Tank.

What You’ll Learn

- How CoLab evolved from local coffee marketing to partnering with A-list celebrities and major brands like Ubisoft

- The seven-point system Danny uses to evaluate potential creator partnerships and why follower count isn't everything

- How creator-led brands can get into major retailers like Walmart and Tesco within months of launch

- The deal structures that work best for creator partnerships, from licensing to joint ventures

- Why concentrates are becoming a major focus and how CoLab is innovating in home delivery

- The role of AI in operations while maintaining authentic creator content

- How CoLab balances accessibility and quality while building brands for long-term success

Chapters

00:00 Introduction to Creator-Led Coffee Brands

02:00 Danny Wright's Journey into Coffee Branding

05:09 Criteria for Partnering with Creators

08:08 Understanding Product Line Structure

11:50 Deal Structures and Creator Engagement

15:11 Building Lasting Coffee Brands

18:58 Coffee Selection and Recipe Development

22:21 The Rise of Coffee Concentrates

26:10 Balancing Automation and Authenticity

29:18 Getting Products into Major Retailers

30:03 Understanding Retailer Needs

31:51 Building Relationships with Creators

33:27 The Evolution of Coffee Brands

35:30 The Future of Beverage Trends

38:24 Innovations in Coffee Products

40:28 Engaging Gen Z Consumers

43:56 Collaborations with Influencers

47:23 The Journey of Growth

50:16 Embracing AI in Business

53:46 Future Trends in the Beverage Industry

Where to Find Danny Wright

- wearecollab.com

- linkedin.com/in/dannywrightcollab

Mentioned in the Episode

- Florence by Millie Bobby Brown (celebrity coffee brand)

- Sides by The Sidemen (YouTube group coffee brand)

- Fitness Marshall/Zappi (fitness YouTuber coffee brand)

- Beverage Forum (US event coming to UK)