Setting out on a motorcycle road trip is not just an exhilarating journey. It is a distinctive experience that transcends the ordinary, inviting riders to forge a deep connection with the open road and the pulse of their machines. Translating this experience to a cup of coffee that is crafted to capture the essence of the open road, Blue Tokai Coffee Roasters has partnered with Royal Enfield to introduce a unique coffee blend – the “Royal Enfield Cruise Blend“.The ‘Royal Enfield Cruise Blend’ crafted with the cruising spirit at heart aims to fuel the ride with its smooth concoction featuring indulgent nutty undertones and subtle hints of chocolate.In an exlcusive conversation with ETTravelWorld, Royal Enfield talked about how the new ‘Royal Enfield Cruise Blend’ encapsulate the essence of motorcycle road trips and adventure.
“The journey on a motorcycle is a unique captivating experience that transcends the ordinary, forging a deep connection with the open road and the pulse of their machines. ‘Royal Enfield Cruise Blend’ is an effort by Royal Enfield and Blue Tokai to translate this pulsating experience to a cup of coffee. Crafted with the cruising spirit as its core, the ‘Royal Enfield Cruise Blend’ intends to enhance the journey with its velvety mix, incorporating rich nutty undertones and delicate traces of chocolate Whether cruising along sunlight highways, this unique coffee blend seamlessly blends flavours sourced from coffee estates in Southern India, creating a harmonious fusion that captures the essence of the open road,” the Royal Enfield spokesperson said.
Talking about the inspiration behind crafting a dedicated coffee blend for Royal Enfield riders, the spokesperson said that Royal Enfield has always been about celebrating the community and prioritising a holistic experience, which is not just about creating motorcycles, but giving the community a sense of belonging, both on and off the saddle. “And it is that recognition of a strong connection that results in exciting community rides, events and initiatives such as our collaboration with Blue Tokai.”
The spokesperson mentioned, “This partnership with Blue Tokai contributes to promoting the overall ride culture and community engagement among Royal Enfield enthusiasts.” According to the spokesperson, the collaboration seamlessly blends the excitement of motorcycling with the joy of savouring a well crafted coffee blend, providing riders with the fuel and enthusiasm to embark on journeys into the unknown.
“We actively seek synergies that share our commitment of giving back to the community,” the spokesperson added. The goal, as per the spokesperson, is to bring together communities and cultures between riders, motorcycle lovers, and coffee enthusiasts, reflecting Royal Enfield’s commitment to uniting people with shared experiences.
Royal Enfield took 12 distinct explorers and coffee enthusiasts on a ride through the plush terrain of the Eastern Ghats to kickstart the collaboration, giving them an immersive experience of the journey of coffee from crop to cup at the MSP Gowri Estate.
Starting from Bengaluru, the ride delved into the rich heritage of coffee, exploring its origins and the captivating stories behind its cultivation.
“To kickstart this partnership, we took explorers and coffee enthusiasts on a ride through the plush terrain of the Eastern Ghats taking them through the journey of coffee from crop to cup,” the motorcycle company executive explained.
According to the executive, this curated ride is an example of exactly what they envision through such partnerships. They helped the riders delve into the rich heritage of coffee, exploring its origins and the captivating stories behind its cultivation. The impact extends to leisurely cruising experiences as well, where the collaboration brings an element of indulgence.
“This collaboration introduces a novel dimension to the travel narrative,” elaborating on how it is influencing the future of leisure tourism, cruising experiences, and coffee tourism in India,” the Royal Enfield spokesperson stated.
“The careful integration of exhilarating rides on Royal Enfield motorcycles that serve as a conduit of exploration and discovery with the sensory delight of a premium coffee blend contributes to a more immersive experience. As riders traverse diverse landscapes and navigate challenging terrains, the addition of a unique coffee experience enhances the overall journey,”
“Appealing to those who seek a heightened and multisensory exploration. This integrated approach redefines tourism, catering to individuals who appreciate the blend of excitement and tranquility that comes with a well-crafted journey.”
This partnership with Blue Tokai aligns seamlessly with Royal Enfield’s overarching vision and unwavering commitment to fostering exploration, and authentic motorcycling experiences. “Self-expression is a key pillar of Royal Enfield’s philosophy, and this collaboration serves as a canvas for riders to express their individuality.” The amalgamation of motorcycling thrills and the delight of a carefully curated coffee blend creates a unique and personalised experience for each rider.
It allows them to choose a journey that resonates with their tastes, preferences, and sense of adventure,” the paragraph explained, “contributing to the rich tapestry of self-expression and pure motorcycling experience within the Royal Enfield community.”
In essence, this partnership is a manifestation of Royal Enfield’s vision to redefine exploration, empower self-expression, and enhance the purity of motorcycling experiences by integrating diverse elements that resonate with the passions and preferences of riders.
Royal Enfield Rentals and Tours is available across 60+ destinations, spanning in more than 25 countries like India, France, Italy, Scotland, Spain, Turkey, Peru, Ecuador, Argentina, Vietnam, Indonesia, Thailand, Morocco, Namibia, South Africa, Nepal, Bhutan and more. Royal Enfield Rentals and Tours, the quickest and easiest way to experience the world on a motorcycle for anyone looking to set out on an adventure.
On the other hand, Naveen Rajes and Ashok Rajes, Directors at MSP Coffee, who own and operate seven coffee plantations in South India, discussed the importance of collaboration and community empowerment in the speciality coffee industry, particularly in the context of coffee tourism.
Naveen highlighted partnership with Blue Tokai and also the journey and the importance of sourcing high-quality coffee beans,” the paragraph stated, “while Ashok shared how collaboration with Royal Enfield helped promote coffee tourism.”
Rohan Kalikar, the Community Manager at Blue Tokai, stressed the significance of ‘building communities and cultures through coffee.’ Asif Salim, the Procurement Head – Green Bean Sourcing & Senior Coffee Roaster at Blue Tokai, talked about ‘synergising passion for coffee with other familiar brands.’ Both of them also highlighted the importance of ‘providing local employment opportunities’ and ‘promoting sustainable tourism,’ including offering ‘educational tours’ to help consumers understand the origin and production process of ‘speciality coffee.’
The stakeholders in the coffee tourism arena collectively suggested ‘setting up more coffee tourism experiences/trips’ with ‘Royal Enfield’ at other plantations.
“We should ‘look into expanding coffee tourism partnerships’ to ‘other cities.’ Let’s ‘incorporate more training programs and corporate events during weekdays. Let’s promote coffee tourism through ‘farm tours’ and collaborations,” they said.
Rohan suggests partnering with familiar brands to promote coffee tourism, highlighting the connection between coffee and travel. Navin agrees, viewing it as a good marketing strategy to promote the brand through coffee tourism experiences.
Naveen also emphasised the importance of supporting local communities through job opportunities and giving back to the area where his company has its roots.
