When Alfred Peet opened his first store in Berkeley, California in 1966, he was intent on doing things his way: sourcing the best beans, hand-roasting in small batches and never compromising on freshness. Now, this may seem obvious today, but 50 years ago it was revolutionary, and it changed how America – including some guys up in Seattle – looked at coffee. The Peet’s Coffee story is a genuine, interesting story of craftsmanship, passion and commitment, we just had to tell the world about it and reclaim their history as The Original Craft Coffee.
What fills your cup?
Turning the camera from the product to the people, we highlighted the passion of Peet's and others by simply asking, "What Fills Your Cup?"