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.
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.