News

Peet's Coffee partners with Pandora to create branded radio stations

March 25, 2014

Through its new partnership with Peet's Coffee & Tea, Pandora has created its first nationwide branded radio station in a brick-and-mortar environment.

According to a news release, Peet's will now have its own customized radio stations on Pandora that will be played in all of its stores across the U.S. Peet's branded Pandora radio stations — Eclectic Classical, Jazz Giants, Origins and Melodic Indie — are curated by Peet's 25-year veteran employee Patrick Main. The Peet's stations will also be available to all Pandora listeners.

"In looking at the store experience holistically, we wanted to create an atmosphere that reinforced our commitment to craftsmanship in everything we do," said Debbie Kristofferson, vice president of marketing at Peet's Coffee & Tea. "The combination of songs personally selected by Peet's with Pandora's musicological expertise provides a fresh, constantly evolving music experience."

Main came up with the idea for Peet's branded Pandora radio stations and will continue to work with Pandora to guide the brand's channels, the release said.

In working with Pandora, Peet's set guidelines for each station and selected tracks and artists that pair well with their coffees. For example, according to the company:

• Peet's Melodic Indie includes indie bands like Pinback, Neko Case and Broken Bells that provide a contemporary, melodic sound and pair well with sweet, bright coffees such as Peet's Kenya Auction Lot and Café Solano Medium Roast.
• Peet's Jazz Giants reflects Peet's Italian Roast and Espresso Forte Blend with its swing, bebop, hard bop and cool jazz including artists like Miles Davis Quintet, Charlie Parker, Betty Carter and Jason Moran.
• Peet's Origins enhances Peet's earthy and vibrant blends including Uzuri African Blend and Gaia Organic Blend. Artists include Cesaria Evora (Cabo Verde), Dobet Gnahore (Côte d'Ivoire), Franco (Zaire), Gabby Pahinui (Hawaii), Papi Brandao (Panama) and Armando Garzon (Cuba).
• Peet's Eclectic Classical pays tribute to the history of classical music while emphasizing contemporary composers, and pairs with Major Dickason's Blend or Peet's French Roast.