‘Coffee is the lifeblood of cycling. It is the best legal way to get a kick when on the road,’ says Laura Bower, PR manager of Rapha.
The machines are identical to those used in Rapha’s pop-up shops. There are 200 machines for sale, each with a unique issue number.
Linking cycling with coffee drinking in this way helps to engage consumers with both brands. For more examples of coffee enhancing experiences, read our Coffee Plus micro trend.