New Mexico State University grows brand with official coffee
December 22, 2020 GMT
LAS CRUCES, N.M. (AP) New Mexico State University is growing its brand with a new coffee.
Named after the desert peak that looms over the Las Cruces campus, “A” Mountain Roast adds to the school’s collection of collegiate-licensed products. NMSU already has official beer, wine and whiskey.
The school announced the new coffee and its partnership with California-based Estas Manos Coffee Roasters on Monday, saying the company has New Mexico roots and is currently operating in Las Cruces. The coffee will be available online, at Estas Manos popup locations and at other Las Cruces retailers beginning Tuesday.
The Estas Manos/NMSU A Mountain Roast coffee. Image courtesy of New Mexico State University.
Offering a little dash of team spirit in these days of isolation and canceled athletic events, New Mexico State University and Estas Manos Coffee Roasters have partnered to launch a roasted coffee called the A Mountain Roast.
It’s rare, indeed, that colleges and universities delve into the branded beverage business, but the NMSU coffee product follows previous licensed products all benefitting the athletic department, including a Cabernet Sauvignon called Pistol Pete’s Crimson Legacy, and the first collegiate-licensed whiskey in the country, Pistol Pete’s Six-Shooter.
UNM Health Sciences Center
By Susan Montoya Bryan, Associated Press
Officials with some of the major hospitals in New Mexico say they expect to finish giving their employees the COVID-19 vaccine in the next two to three weeks as more doses arrive.
Thousands of front-line health care workers have already received their shot. Like other states, New Mexico learned last week it would be getting about one-third fewer doses of the vaccine produced by Pfizer and BioNTech.
The initial shipments of the second vaccine, by Moderna, will be arriving soon. Those will be funneled to staff and residents at long-term care facilities and nursing homes.
New Mexico State University and Estas Manos Coffee Roasters have launched A Mountain Roast, the latest in NMSUs growing line of collegiate-licensed products. Estas Manos, a grass-roots business based in San Francisco, California, has New Mexico roots and is currently operating in Las Cruces. A portion of the proceeds will support NMSUs more than 400 student-athletes. New Mexico State University and Estas Manos Coffee Roasters have launched A Mountain Roast, the latest in NMSUs growing line of collegiate-licensed products. A portion of the proceeds will support NMSUs more than 400 student-athletes. (Courtesy photo)
A Mountain Roast will be available for purchase online, at Estas Manos popup locations, and at retailers around Las Cruces beginning Dec. 22. A special product launch will take place the same day from 8 a.m. to 2 p.m. at Spirit Winds in Las Cruces.
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