The Coffee Bean & Tea Leaf® Celebrates 63 Years and Launches New Growth Strategy

A New Era for The Coffee Bean & Tea Leaf®

As The Coffee Bean & Tea Leaf® (CBTL) approaches its 63rd anniversary, the brand is embarking on an exciting new chapter of transformation. Celebrated on October 5, 2026, this significant milestone is marked with a global anniversary campaign that aims to redefine its identity and reaffirm its commitment to the communities it serves.

Founded in 1963 in Southern California, CBTL has evolved into a beloved global coffee and tea house with over 1,200 locations across 20 countries. For over six decades, the company has been recognized for its dedication to quality, crafting unique coffee and tea experiences that have delighted customers worldwide. However, with changing consumer tastes and preferences, the brand recognizes the need to adapt and engage the next generation of coffee lovers.

A Fresh Vision and Mission

At the heart of this brand transformation is a renewed vision. As stated by Ken Lingan, CEO of CBTL, turning 63 is as much about looking to the future as it is about celebrating the past. This anniversary marks the beginning of a broader shift that aims to resonate with today's consumers while honoring the legacy of craft and community that has defined CBTL from the start.

The new campaign focuses on encouraging customers to 'Find Their Flavor,' inviting them to share their stories and experiences that make every drink special. CBTL plans to highlight not just the products, but the people behind the brand, including employees, artists, and loyal customers.

Revamped Visual Identity

The revamped visual identity, characterized by bold and contemporary designs, aims to communicate the vibrancy of the CBTL community. The brand’s updated look reflects its longstanding tradition of craftsmanship while marrying it with fresh, expressive energy that appeals to a younger demographic. This strategy emphasizes the importance of connection—between the brand and its customers, and within communities.

Engaging with Communities

What sets CBTL apart is its commitment to excellence through genuine human connections and storytelling. The anniversary campaign will feature emerging artists and local creators, showcasing diverse perspectives that reflect the cultures of every market it touches. Each location's campaign will have local flair, ensuring relevance in both global and regional contexts.

Anshul Laroia, Global Head of Marketing, expressed that this anniversary is a celebration of 63 years of craft and self-expression, while simultaneously inviting the next generation to infuse their 'flavor' into the brand. CBTL is stepping into its role as a 'creator brand', focusing on innovation and community engagement.

Continuing the Journey

This dynamic shift is not just a marketing strategy; it represents a fundamental evolution in the way CBTL connects with its audience. The 63rd anniversary acts as a launch pad for a broader transformation that aims to redefine the coffee experience and solidify CBTL's place in the hearts of future generations.

As the campaign rolls out, CBTL invites everyone to join the journey. Customers are encouraged to keep up with developments through the brand's official website: cbtl.com/makeityours.

As CBTL looks forward, it embraces the opportunity to continue its legacy of excellence while empowering customers to create meaningful experiences one drink at a time. The story of The Coffee Bean & Tea Leaf® is far from over; in fact, it’s just beginning anew, energizing communities and crafting memorable moments. Stay tuned as CBTL sets the stage for future innovations and collaborations that reflect its evolving identity and dedication to quality.

About The Coffee Bean & Tea Leaf®

Headquartered in Asia, CBTL is a proud member of the Jollibee Group. The company sources the finest coffees and teas from around the globe, ensuring every beverage is handcrafted to perfection. CBTL continues to lead the industry with products like The Original Ice Blended®, creating unique flavors that cater to diverse preferences. For more information, visit the corporate website.