Café Bustelo^® has always honored its deep Latin roots and we’re proud of our teams who work hard to keep that heritage alive every day. This year, during Hispanic Heritage Month (September 15- October 15, 2024), they engaged in even more events, partnerships, and promotions in celebration of Hispanic culture.

Each year, Café Bustelo offers multiple $5,000 scholarships to Hispanic college students through the Café Bustelo^® El Café del Futuro Scholarship Program. This year, there were 25 recipients, bringing the total to 185 Latino students nationwide that have received the scholarship since its founding in 2014.

To be chosen for the scholarship, applicants must write an essay in English or Spanish about 3 topics: how their heritage, family, and community have impacted their desire and motivation to obtain a college degree, what they intend to accomplish with their degree and how they plan to give back to their community. Once submitted, J.M. Smucker Co. Employees read and score the applications based on criteria such as leadership, determination, special honors or volunteer service and overall skills.

This was the 10th year of the program, bringing the total funds awarded to $925,000. Over the years, we have even had some recipients write to our call center and thank the brand for the scholarship award! Ultimately, we are just humbled and honored to support Hispanic students in their schooling and career paths and wish all students continued success.

Earlier this fall, Café Bustelo teamed up with Tequila CAZADORES to create a signature espresso martini using Café Bustelo coffee and Tequila CAZADORES tequila-based coffee liqueur. The fusion of bold espresso style coffee with smooth tequila won over espresso cocktail lovers across the country and beautifully celebrated Latin culture and coffee.

On National Coffee Day, September 29th, fans of coffee and tequila gathered together in New York City to sample the cocktail at a pop-up experience hosted by the two brands. The 21+ event offered a tasting of the espresso martini and allowed participants to enter to win a limited Café O’Clock timepiece. The rainy weather that day didn’t keep people from coming together and celebrating Cafecito time! At the end of the day, over 250 consumers, media and influencers attended the event. News of the event kept NYC buzzing on caffeine and excitement for weeks afterwards. 

It’s always exciting to partner with a popular store on an exclusive item and the limited-edition Target exclusive gift set was no exception! During Hispanic Heritage month, consumers could find a gift set containing a Café Bustelo mug and 3 boxes of instant Café Bustelo coffee. The product dropped just in time to give the gift of “sabor Latino” this fall. The back of the gift set showcased the brand’s story in both Spanish and English, from its proud inception by Gregorio Bustelo all the way through today.