A new model bubbling up in a sector long dominated by supermarkets and distributors has just welcomed a new, celebrity founded entrant.
Direct-to-consumer (DTC) sales, where brands bypass traditional retailers to connect with consumers online, is becoming the go-to for digitally native beverage startups. Enter Florence by Mills Coffee, a Gen Z-focused coffee brand from actress Millie Bobby Brown
At first glance, the appeal of DTC is obvious: cut out the middleman, keep more of the margin. With no retailer markup, brands can either boost profits or pass savings onto the consumer.
But the real power goes deeper. DTC beverages are more than a simple distribution shift; for brands like Florence by Mills Coffee, it’s a way to own the full customer experience.
“The DTC channel is more than just a point of sale; it’s a space for shared values, rituals, and self-expression,” Danny Wright, Founder & CEO, COLLAB, explained to BeverageDaily.
Wright’s firm is partnering Florence by Mills Coffee and has just launched its Super Coffee Concentrates, after bringing out their Ready-to-Drink Iced Lattes in March 2025 (which sold out online in under two weeks).
He adds, “This next step in our journey offers a bold, barista-level experience in seconds, giving our community a creative and convenient way to customize their perfect cup.”
The Florence website is part e-commerce portal, part educational hub. For young consumers, many of whom are likely unfamiliar with coffee concentrates, the brand uses video, behind-the-scenes content and recipe inspiration to demystify how to use the product.
Without the visibility of retail shelves, DTC brands must hustle harder to get noticed. For Florence by Mills Coffee, storytelling and community-building do just that. Millie Bobby Brown’s real-life love for iced lattes inspired the brand, a daily ritual she embraced while working long hours on the set of Netflix’ star hit, Stranger Things. Her casual and unfiltered behind-the-scenes TikToks serve as both soft marketing and brand storytelling.
One of these videos racked up over 2 million views in under 20 minutes, and within 24 hours, searches for “coffee concentrate” on TikTok had spiked by 500%.
“Authenticity is everything to today’s audiences,” says Danny Wright. “Millie genuinely enjoys exploring new coffee formats and shares them organically. It builds real trust.”
This authentic, creator-driven model mirrors the trajectory of brands like Poppi, the prebiotic soda brand that grew through DTC-first storytelling, social virality and community engagement. Poppi’s efforts culminated in its recent $1.95 billion acquisition by PepsiCo, a case study in the power of direct, digital-first brand-building.
DTC meets real life
The DTC route isn’t without obstacles – especially when selling liquids. Logistically, shipping beverages is expensive and complex. While DTC gives brands control over the brand experience, it also requires them to master warehousing, fulfillment and last-mile delivery, all typically handled by retailers.
Alcohol brands face an additional regulatory maze. Licensing laws vary by region, and DTC alcohol sales require strict age verification, compliant shipping partners, and, in the US at least, state-by-state distribution models. For brands that can navigate the hurdles, the demand is there to be met. According to a 2024 report from Sovos ShipCompliant, 85% of US. consumers said they want to purchase alcohol directly from producers.
Then there’s the digital spend. Without foot traffic, discovery hinges on paid ads, organic social and influencer content. It demands an always-on marketing engine, deep understanding of customer journeys and a social media strategy that doesn’t just sell but resonates.
But when done well, the payoff can be powerful. DTC provides a rich stream of first-party data that retail simply can’t. For Florence by Mills Coffee, this insight is pivotal.
“We’ll use this data to inform product development, personalize marketing and provide proof-of-concept and granular insights for trail expansion,” Danny shares. “Understanding what sparks engagement helps us build an authentic community and adapt quickly in a competitive space.”
Gen Z today, mainstream tomorrow
While Gen Z is the clear target for Florence by Mills Coffee, from the playful packaging to the customizable formats, the brand isn’t stopping there. Danny notes that “platforms like Instagram and TikTok have become multigenerational spaces where people of all ages discover new products, explore trends and connect with brands.
“As Gen Z adopts new formats like ready-to-drink iced lattes and coffee concentrates, their content on social platforms like TikTok often sparks curiosity and emulation among Millennials, and even Gen X.”
Ultimately, few beverage brands rely solely on DTC. For many, it’s part of a hybrid strategy that includes e-commerce, traditional retail and on-premise placements. Florence by Mills Coffee confirms that while digital channels are vital for launch, education and early momentum, retail is still in their long-term playbook.