Merit Coffee Co., the San Antonio-based coffee chain, has formed a strategic partnership with Texas supermarket giant H-E-B. With a tease on social media featuring Texas icons, Merit piqued curiosity among its followers before disclosing the details. This fusion of local brands will see Merit's coffee assortments lined up on H-E-B shelves, expanding the company's reach beyond its existing presence in Central Market and Whole Foods. MySA reported that the collaboration will initially roll out in 42 H-E-B stores across the state of Texas.
As part of the launch excitement, Merit Coffee dangled the carrot of a giveaway featuring a $100 H-E-B gift card and other coffee-centric goodies. "We’re going to be sold in 42 of their top stores and will be doing a huge giveaway," Justin Frey, Merit's creative director, told MySA. According to Merit's Instagram page, where the contest details were to be disclosed, three lucky winners landed the prize. Wrapped around the event, the brand shared billboard images on social media, nodding to the iconic Texas chain, H-E-B, as well as Buc-ee's, another state favorite known for its expansive gas stations. "We wanted to do something that paid homage to great Texas brands. Obviously, Buc-ee's and H-E-B are two of the most beloved," Frey explained to MySA.
The selected H-E-B locations have stocked their shelves with Merit Coffee's signature blends such as the Conductor and Wildcatter. The San Antonio spots featuring Merit Coffee include the Alon Market H-E-B, Loop 1604 and Blanco Road H‑E‑B plus!, 281 and Evans Road H‑E‑B plus!, Leon Springs H-E-B, Shops at Lincoln Heights H‑E‑B, and The Market at Stone Oak. For coffee lovers who prefer the convenience of delivery, the Lucem coffee blend is also available through subscription, in addition to its in-store availability. This piece of information was highlighted on San Antonio Express-News.
While the partnership officially kicked off with the products already on the shelves, the aforementioned giveaway was pegged as a celebration of the new alliance. It concluded on Sunday, with the winners receiving a trove that included a 12-ounce bag of Wildcatter coffee, a Merit Coffee diner mug, a limited-edition tote bag, and a $100 H-E-B gift card. as per San Antonio Express-News.
