Green Mountain Coffee acquires Tully's Coffee

Share this content:

Green Mountain Coffee Roasters Inc. will acquire the Tully's coffee brand and wholesales business from Tully's Coffee Corp. for $40.3 million in cash by the end of the calendar year. The move is intended to drive West Coast growth and penetration of the Keurig brand.

Tully's Coffee Corp. will remain an independent company owned by its existing shareholders and managed by its existing management team. Its focus will be on retail and international sales. The wholesale business distributes handcrafted coffees and related products via office coffee services, food service distributors and over 5,000 supermarkets located primarily in the West.

Tully's will provide Green Mountain “with a complementary West Coast brand and business infrastructure, furthering our plans to establish the company, and its proprietary Keurig Single-Cup Brewing system, throughout North America,” said Lawrence Blanford, president and CEO of Green Mountain, in a statement. 

Tully's wholesale sales during the 12 months ended June 30 totaled $30.4 million, an increase of approximately 35%, Blanford said in the statement. The increase was driven by growth in supermarket distribution as well as sales of K-Cup portion packs for the Keurig system.

“This complements our own business in these channels, which is currently largely on the East Coast,” Blanford said in the statement. “Enhanced distribution of Tully's K-Cup portion packs in supermarkets and office coffee services also presents exciting opportunities. Tully's has been a Keurig licensee since November 2005. With this acquisition, we intend to further leverage the brand's potential and aggressively growth Tully's wholesale business.”

Following the completion of the transaction, Green Mountain expects to integrate approximately 70 employees from Tully's wholesale business into its Green Mountain Coffee segment.

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above