Volkswagen Group Africa has marked its 75th anniversary of manufacturing vehicles in South Africa by collaborating with Mastertons Coffee and Tea Specialists, the country’s oldest coffee roastery based in Gqeberha. This partnership highlights the shared heritage between two established local brands and underscores Volkswagen’s commitment to its South African roots.
Mastertons, which has been roasting coffee since 1924, has developed a bespoke limited-edition coffee blend named the People’s Blend to commemorate Volkswagen’s legacy in Nelson Mandela Bay and the wider nation. The blend is designed to reflect not only Volkswagen’s image as the People’s Car but also to recognise the millions of South Africans who have contributed to the brand’s growth over three-quarters of a century.
In keeping with Volkswagen’s emphasis on local production and its expanding presence on the African continent, the People’s Blend exclusively incorporates coffee beans sourced from African countries. This approach aligns with growing consumer interest in provenance and sustainability, particularly within the premium coffee market, which continues to expand across Africa and globally.
The blend was finalised through a selection process involving Volkswagen employees who are coffee enthusiasts, ensuring that the flavour profile symbolises the brand’s values and identity. This internal involvement reflects a broader trend among corporations to engage employees in brand storytelling and product development, fostering a stronger connection between staff and company heritage.
Volkswagen’s Chairperson and Managing Director for Africa, Martina Biene, emphasised the significance of partnering with a local business renowned for quality and longevity. This collaboration reinforces Volkswagen’s strategy to deepen local ties and celebrate its manufacturing milestones through culturally relevant initiatives.
Mastertons’ Managing Director, Ryler Masterton, highlighted the personal and historical ties between the two companies, noting that their first delivery vehicle was a 1973 Volkswagen Kombi, which remains operational. This connection adds a layer of authenticity to the partnership and emphasises Volkswagen’s enduring impact on the Nelson Mandela Bay community and South Africa as a whole.
The People’s Blend is expected to appeal to both Volkswagen enthusiasts and coffee connoisseurs, offering a tangible representation of the brand’s journey and its ongoing relationship with South African consumers. This initiative also reflects a wider corporate trend of leveraging limited-edition products to celebrate milestones and engage customers in new ways.
Volkswagen’s 75 years in South Africa have coincided with significant economic and social shifts, positioning the brand as a key player in the local automotive industry. The partnership with Mastertons Coffee symbolises the convergence of industrial heritage and local craftsmanship, signalling a continued commitment to the region’s economic and cultural fabric.