Verve Coffee Roasters, a specialty coffee company that offers some of the world’s highest quality craft coffee, and the Grateful Dead have teamed up to debut a limited-edition organic coffee: Grateful Dead Morning Brew. Inspired by the free-spirited energy of the Grateful Dead, this brew is timeless and experimental, with a layer of spontaneity and heart in every sip. Put on your favorite tape, pour a cup, and Fare Thee Well.
Made with organic, naturally processed coffee from Ethiopia, the Grateful Dead Morning Brew honors the enduring impact and ever-evolving spirit of the Dead. Delivering a rich, adventurous flavor that’s as inviting as it is complex, this coffee offers a comforting yet exciting experience with every cup. The collaboration also includes a lineup of limited-edition merchandise inspired by the Dead’s iconic psychedelic branding and playful Dancing Bear iconography.
“It’s been more than 40 years since the first and last concert the Grateful Dead played in Santa Cruz, the birthplace of Verve Coffee,” said Colby Barr, Co-Founder of Verve Coffee Roasters. “The Grateful Dead has transcended into cultural icons and are understood even by those who haven’t heard their music. As Verve was born out of a love for music, it only makes sense that we bring to life something special for one of music’s most influential forces and dedicated fan bases.”
Referencing the concert poster from the 1983 show, celebrating the Grateful Dead’s first and only iconic Santa Cruz performance, the coffee’s packaging displays fresh pink hues that evoke a neon sunset, while referential artwork captures the carefree spirit of California’s coast. The design honors the Dead’s connection to Santa Cruz, offering a visual experience that’s both nostalgic and inviting for fans of both brands.
This specialty brew is also Verve’s first-ever certified organic coffee. Certified by CCOF, a Santa Cruz based non-profit, CCOF advances organic agriculture for a healthy world through organic certification, education, advocacy, and promotion. The CCOF also owes its survival to the Grateful Dead – more than 30 years ago, the band generously donated $10,000 to save CCOF from bankruptcy, cementing a legacy that helped shape today’s thriving organic sector.
With a retail price of $24 for 12 oz, the Grateful Dead Morning Brew is now available for purchase as whole bean or ground coffee in Verve cafes and www.vervecoffee.com.
About Verve Coffee Roasters
Founded in 2007, Verve is an independent, third wave coffee company based in Santa Cruz, California. Sourcing and roasting the most unique coffees from around the world through direct trade, Verve actively participates in the entire supply chain to ensure the highest standard of ethics and excellence. Verve has a robust network of wholesale relationships and retail locations in the Bay Area, Los Angeles and Japan. For more information, visit www.vervecoffee.com or follow Verve via social @VerveCoffee.
About Grateful Dead
The Grateful Dead is a social and musical phenomenon that grew into a genuine American treasure. In 1965, an entire generation was linked together by common ideals, gathering by the hundreds and thousands. This movement created a seamless connection between the band and its fans. As the band toured, Dead Heads would follow. Not because it was a part of popular culture but because it is a true counterculture that exists to this very day-one that earnestly believes in the value of its beliefs. By 1995, the Grateful Dead had attracted the most concertgoers in the history of the music business, and today remains one of the all-time leaders in concert ticket sales. Eventually, the caravan evolved into a community with various artists, craftsmen and entrepreneurs supplying a growing demand for merchandise that connected them to the music. Today, the connection is as strong as ever, and their final tally of 2,318 total concerts remains a world record. The band was inducted into the Rock & Roll Hall of Fame in 1994 and received a Recording Academy Lifetime Achievement Award in 2007. In 2024, the Grateful Dead celebrated their 64th Top 40 album on the Billboard chart, a feat no other artist has achieved, and commemorated in the 47th class of the Kennedy Center Honorees. The Grateful Dead will be the 2025 MusiCares Persons of the Year to be honored at the 67th Annual GRAMMY® Awards.
