On February 16, 2018, J.René Coffee Roasters went mobile when it unveiled its new coffee concept at the North American Handmade Bike Show (NAHBS) at the CT Convention Center in Hartford, CT. With the continued growth of J.René and the newly launched VICTUS Coffee brand, the company took to refurbishing a vintage horse trailer to spread their mission and love for coffee.
Located in West Hartford, CT, J.René has been a staple of coffee excellence in the community for over 11 years. Faced with the challenge of creating a similar third-space that has become an integral piece of the Greater Hartford local scene, José Rene chose to take a mobile path - and one that would include a growing brand in VICTUS Coffee.
VICTUS was launched in 2016 with the goal of promoting wellness, social justice, and advocacy through cycling and other endurance sports. While there is a natural synergy with Coffee and Cycling, the VICTUS brand aims to develop philanthropic partnerships at the International, National, and Local levels. A portion of the proceeds from the VICTUS brand goes to supporting such organizations as Team Rwanda, The CT Cycling Advancement Program and BiCiCo in Hartford.
Determined to give both brands room for creative growth, the Coffee Trailer became the logical choice. "With J.René Coffee Roasters having such a strong connection to the community, we felt opening another space in another part of Hartford would dilute the core we love so much. But with that, we saw VICTUS growing outside of the J Rene shop and there was no better way to take them out together”
The NAHBS was attended by more than 6,000 people from across the country. The Coffee Trailer became a highlight of the show.