**The Nitro Bar Launches Exciting Collaboration with Reese’s in New York City**
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The Nitro Bar, famed for its innovative latte flavours and luscious whipped toppings, recently made its debut in New York City through an exciting partnership with Reese’s. This limited-time pop-up event took place on 14th and 15th September, where the new Reese’s Pumpkins PB Whip Latte drew enthusiastic crowds eager to sample the latest collaboration.
Founded in 2016, The Nitro Bar began as a modest coffee cart crafted with determination by co-founders Audrey Finocchiaro and Sam Lancaster, who financed their venture using a credit card. Fast forward seven years, and the brand has expanded significantly, now boasting three locations in Rhode Island and a temporary pop-up in New York City. Finocchiaro reflects on the brand’s transformation with surprise, admitting, “I’m always like, how the f— did this happen?”
The brand’s strategy for success lies in its commitment to quality ingredients. “I think that people are excited to see coffee done in a way that is using good coffee, using local milk, and also using fun syrups that we make in house,” Finocchiaro explains. Their popularity on social media showcases this philosophy, with over 220,000 followers on Instagram.
The signature thick whipped topping that distinguishes The Nitro Bar’s drinks was inspired by a café in New York City. The team dedicated six months to perfecting the recipe, subsequently solidifying it as a staple of their offerings. “We’re obsessed with it,” she asserts, highlighting the brand’s focus on real, natural ingredients rather than artificial alternatives.
In addition to creating unique drink flavours, The Nitro Bar’s online presence plays a crucial role in building its fanbase. Finocchiaro regularly shares seasonal creations and behind-the-scenes glimpses on social media, presenting an authentic brand image. She credits her marketing team for helping balance her on-screen presence against the brand’s various marketing needs.
The collaboration with Reese’s marked a significant milestone for The Nitro Bar. When the Hershey brand reached out to partner, Finocchiaro recalls feeling overwhelmed with excitement, as Reese’s is her “absolute favourite Halloween candy.” After extensive testing, the team developed a delectable peanut butter sauce paired with chocolate, topped off with a double-layer thick whip that perfectly encapsulates the essence of Reese’s.
The pop-up event in New York City offered a limited quantity of 1,000 complimentary Reese’s Pumpkins PB Whip Lattes each day. The drinks proved to be incredibly popular, with the Nitro Bar announcing on Instagram that they sold out within two hours on the first day of the event. “You have no idea how much today meant to us. Thank you for always being there. We are constantly in awe of all of you,” the brand expressed in their post.
Influencer culture has contributed significantly to The Nitro Bar’s rise to fame, with notable social media personalities often visiting the café. Brigette McHale, known as Acquired Style, celebrated her post-wedding breakfast at The Nitro Bar—a testament to the supportive relationship between the brand and its influencer community. “She was one of the first influencers to frequent The Nitro Bar,” Finocchiaro recalled fondly.
Looking ahead, The Nitro Bar is putting plans in motion for a permanent location in New York City, anticipated to open within the next six months. While the exact address remains under wraps as part of a strategy to build anticipation, Finocchiaro expresses her excitement for this new chapter in the brand’s journey.
As The Nitro Bar continues to innovate and expand, its collaboration with Reese’s serves as a shining example of how this homegrown brand has captured the imaginations of coffee lovers everywhere. With a keen focus on quality, creativity, and community engagement, The Nitro Bar is set to make its mark in the vibrant New York City coffee scene.