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Key Takeaways:
- JOLENE is a ready-to-drink coffee brand built for the live music lifestyle, co-founded by Anthony Kiedis.
- The product launches in partnership with Live Nation and will be available at 40 concert venues and major festivals.
- It reflects a growing trend of entertainment-led branding shaped by creative and experience-first collaborations.
A new cold brew brand is hitting shelves with the swagger of a rock tour.
JOLENE is a ready-to-drink coffee brand created by Red Hot Chili Peppers frontman Anthony Kiedis and longtime friend Shane Powers.
Born out of a decades-long friendship and a shared love for coffee, it has officially launched with a focus on the energy and connection of live music.
JOLENE is now rolling out across 40 Live Nation venues in 23 states, including the iconic Gorge Amphitheater and Northwell at Jones Beach Theater.
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The idea began when Powers yelled across a sidewalk to Kiedis: “Let’s do something!” Kiedis responded, “How ‘bout coffee?”
That offhand conversation led to a partnership with nightlife figure John Terzian, Global Brand Equities founder James Morrissey, and Live Nation CEO Michael Rapino — all of whom are now investors in the venture.
Together, they crafted a product designed to live onstage and backstage, in the hands of both artists and fans.
“Now it’s time to put on some aprons and serve the world some delicious coffee,” Kiedis said. “Simple and fun.”
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The two flavors, Black (cold brew) and White (oat milk latte), are available direct-to-consumer online, at select retailers in Los Angeles and New York.
Meanwhile, the brand will also appear in signature cocktails at concerts and festivals.
JOLENE’s strategy shows how brands can build up their names by finding their niche within cultural avenues.
As branding agencies explore new consumer connection paths, music remains one of the most visceral (and scalable) spaces to play in.
Coffee That Keeps Up with the Crowd
Apart from sponsoring shows, JOLENE is integrating itself into the live music experience.
At select Live Nation venues, the up-and-coming coffee brand will be mixed into four signature cocktails.
The brand will also activate spaces designed to “fuel the weekend,” offering coffee-driven pick-me-ups from a show's start to finish.
“Fans want options that fit the pace and energy of live music,” said Russell Wallach, Live Nation’s Global President.
"Cold brew has come up again and again, and JOLENE delivers — it’s high quality, easy to enjoy, and adds something new to the fan experience. It’s one more way we’re evolving to meet what fans are asking for.”
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JOLENE’s creators also took time to ensure what’s inside the can lived up to the moment.
The beans are ethically sourced from an all-female farming co-op in Peru, with a focus on direct compensation and community reinvestment.
Morrissey, who led product development, described the process as “many rounds” of taste testing to get the balance just right.
With JOLENE, the team has created more than just a beverage.
It’s a drink built to move to the rhythm of fans, concerts, and the culture that they've cultivated.
Meanwhile, John Deere and Dovetail previously launched a new workwear collection that puts female farmers first.
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