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In Vietnam, coffee is more than just a beverage – it’s a daily ritual woven into the rhythm of city life, enjoyed on sidewalk stools, carried on motorbikes, and sipped amid the hustle and bustle.

Embracing this dynamic culture, Bold84, a new ready-to-drink coffee brand, has launched with a unique twist: its “Shake Express” delivery service uses the country’s famously bumpy streets to naturally shake each can during transit, ensuring a perfectly blended coffee upon arrival.

When customers order from Bold84’s website, the motorbike journey itself becomes part of the experience. The ride blends the coffee’s sediments, made with real coffee beans, fresh milk, and cane sugar-free from instant coffee and artificial flavors.

Driver delivers Bold84 canned coffee to customer. Photo courtesy of Bold84

To enhance transparency and engagement, Bold84 livestreams the delivery journey, allowing customers to watch their coffee travel through the streets in real time, from checkout to first sip.

The brand also shares curated videos capturing each can’s urban journey, while placing banners in public spaces that highlight the vibrant energy of Vietnamese city life.

By integrating the environment into its process, Bold84 creates a bold, culturally resonant identity. Its coffee beans are sourced from An Coffee Farm in Vietnam’s Central Highlands, where they are cultivated and harvested by local women. The beans are brewed and canned to maintain peak freshness.

Beyond convenience and flavor, each purchase contributes to a greater cause. A portion of proceeds from every can goes toward supporting education in coffee-growing communities through Teach for Vietnam, blending business with social impact.

Bold84 turns Vietnam’s bumpy streets into coffee shakers

Order Shake Express from Bold84 from June 17-30 here.