Australian specialty coffee brand MILKLAB has drawn 1, 000 global coffee-crazed social media followers after launching its social media handles this week (FACEBOOK: MILKLAB INSTAGRAM: MILKLABCO)… all without even revealing what it is they are trying to sell.
The brand has gained momentum from its exclusive “sneak-peak” tour around Australia’s top coffee houses giving a selected group of influential baristas, roasters and customers the chance to colLABorate on the launch of the global brand before it goes to market.
“When we came up with the idea to service the speciality coffee market, we knew we had to go right to the source.” MILKLAB Representative Angelo De Blasio said. “Working with all of these influential players has been crucial to the development of what we plan to launch very soon.“
The brand is being tracked by the social media followers of Australia’s highly influential coffee players such as the St Ali Group (Melbourne/Sydney), The Grounds of Alexandria (Sydney), as well as a number of prominent international coffee organizations including the New York Coffee Festival which kicks off in Manhattan this September.
Instagram posts by the brand also reveal they have worked with Australian barista celebrities such as @latteartporn and @coffeebybaronsam to develop their range – each of which have thousands of global followers from the daily shots of latte artwork they post.
The response to whatever the range is has definitely been positive, with the coffee industry, or “#colLABorators” as MILKLAB calls them, showing their support for the products by sharing the brand’s social media posts and using the hashtag #icolLABorated.
While MILKLAB plans to unveil its product range later this year, all the brand will reveal at this stage is that the range was inspired by the fact that Australians buy over 3 billion cups of milk based espresso coffee every year.
“The global coffee community is always watching Australia, and we are stoked MILKLAB is now part of this view.”
PR for the brand is being managed exclusively by Rick Willis, who currently represents a2 Milk and Freedom Foods in Australia.