Aerosmith drummer Joey Kramer just landed a new deal, but not with Columbia Records. This time, he signed with Roche Bros.
Kramer’s Rockin’ & Roastin’ organic coffee will debut in all 18 stores of the Massachusetts grocery chain during the second week of August. The new line includes two dark roasts, from Sumatra and Ethiopia, and a dark-medium roast from Guatemala, which will retail at $7.99 to $8.99 per 12-ounce bag.
Kramer stands by his coffee and in true rock star style calls out Starbucks and local favorite Dunkin’ Donuts as inferior brews. He even says Aerosmith lead singer Steven Tyler has traded in his favorite Kona variety from Hawaii for Rockin’ & Roastin’.
“I’ll put it up against anything that is out there,” said Kramer, 63. “As soon as people taste it, they’ll know the difference.”
A self-described coffee nut who guzzles four cups a day, Kramer says he’s not just another celebrity slapping his face on a product. The former Bostonian, who now lives in Austin, Texas, calls coffee his second passion. After four decades of traveling the world with the band, Kramer says he’s finally making time to develop his coffee career.
“Coffee is something that I’ve really loved for most of my life, but I never stopped to realize it,” he said. “I’ve been so taken up with Aerosmith that I haven’t had time to do anything else. This is something I can do after Aerosmith and something I can have fun with.”
Earlier this summer, Kramer and business partners Frank Cimler and Ron Mann signed a deal with Comfort Foods Inc. of North Andover to roast, package, and distribute the coffee.
The Roche Bros. deal, agreed upon on Monday, is the company’s second retail arrangement. The coffee will also appear in Dave’s Marketplace in Rhode Island in August. Cimler said he hopes the coffee will be in national retail chains by the end of the year. Rockin’ & Roastin’ is also developing a K-Cup option, he said.Taryn Luna can be reached at email@example.com. Follow her on Twitter @tarynluna.
Correction: An earlier version of this story misstated the price of 12-ounce bags of Rockin’ & Roastin’ organic coffee.