The good news just keeps piling up for Bodog as a brand licensing deal was today announced with BodogCoffee.com. BodogBrand.com’s deal with Jose “Chim” Esteban will see a new integrated food and beverage start-up headquartered in the Filipino capital Manila.
Upon completion of the deal, Esteban commented, “Our group has a background in importation, retail and restaurants so this is a natural extension for us. Asia is quickly adopting coffee as a part of its lifestyle culture so the mix of quality coffee and the brand image of Bodog is the perfect blend. We are piloting the project in Manila as it’s a good example of the markets we see regionally.”
The agreement means that the countrywide rights to Illy coffee and its technology in the Philippines are owned by the project. It means that all outlets will sell Illy branded coffee and it also includes an Illy wholesale arm supplying restaurants and hotels. Brands included in the porfolio are Cantinetta branded Italian food stores, Illy branded coffee outlets and a chain of Bodog Coffee outlets.
Calvin Ayre, founder of the Bodog Brand, commented, “I have known Chim for nearly 20 years so when he came to me with his Food and Beverage company idea and wanted to know if he could use Bodog as part of it I jumped at the opportunity to work with an old friend.
“I especially like some of his ideas of how to integrate the modern lifestyle and technical image of Bodog with the Bodog Coffee branded outlets. Chim really understands consumer psychology and this is a perfect fit to highlight what the Bodog brand personifies – an aspirational lifestyle.”
At present, there are three Cantinetta outlets, five Illy expressemento outlets and one Bodog Coffee outlet in Manila. Expect that number to multiply as Asia wake up and smells the coffee.