Fire Department Coffee transforms its look

Fire Department Coffee unveiled a brand new look for its Spirit Infused Coffee line.

The veteran- and firefighter-owned company’s new image is reflective of the vintage spirit labels that are steeped in heritage, the company said.

“The inspiration behind the brand refresh for Fire Department Coffee's signature Spirit Infused Coffee was the coffee connoisseur — the consumer who appreciates high quality and hand craftsmanship,” Brad Flaherty, chief marketing officer at Fire Department Coffee, said. “The vintage Maltese cross at the center of the package is a representation of the hard work and dedication of firefighters from days past, and reflective of the same hard work and dedication that we put into making our great tasting coffee.”

Available in Bourbon, Rum, Tequila and Egan’s Irish Whiskey, the coffee is crafted using a proprietary process that infuses the flavors and aroma of the spirits with a smooth roast, the company said.

“Our signature Spirit Infused Coffee is different from anything else on the market. We're proud to use the best spirits with the best coffee — and together they dance,” said Fire Department Coffee owner Luke Schneider. "The coffee takes the lead, and the spirit is subtle, not overpowering. Our new, elevated package design represents the distinctive taste true and pure to each spirit infused coffee in our line.”