Two of Nelson Mandela Bay’s most recognisable brands have come together for a collaboration that celebrates local history, craftsmanship and community.
As part of its 75th anniversary celebrations in South Africa, Volkswagen Group Africa has partnered with Gqeberha-based Mastertons Coffee and Tea Specialists to create The People’s Blend, a limited-edition coffee inspired by the legacy both brands have built over generations.
A partnership rooted in Nelson Mandela Bay
Volkswagen and Mastertons share something unique. Both are among the oldest and most established brands in Nelson Mandela Bay.
While Volkswagen has been building vehicles in Kariega for 75 years, Mastertons has been roasting coffee in Gqeberha since 1924, making it South Africa’s oldest operating coffee roastery.
The collaboration celebrates not only the history of the two companies, but also the people who have supported them over the decades.
The People’s Blend
Created especially for Volkswagen’s anniversary year, The People’s Blend pays tribute to the iconic “People’s Car” and the millions of South Africans who have been part of Volkswagen’s story.
In keeping with Volkswagen’s African ambitions and local manufacturing roots, the coffee blend is made exclusively from beans sourced from countries across the African continent.
The final roast was selected by a panel of coffee-loving Volkswagen employees, who unanimously chose the flavour profile that best represents the Volkswagen brand.
Cars, Caffeine and a Taste of What’s to Come
041Online was among those invited to experience The People’s Blend this week during a coffee tasting and media launch hosted at the historic Mastertons roastery in Walmer.
Guests were treated to an evening of coffee, conversation and cocktails while learning more about the story behind the collaboration. Fittingly, the launch brought together two things often affectionately regarded as vices by enthusiasts: cars and caffeine.
The evening also highlighted the deep ties between the two brands. According to Mastertons Managing Director Ryler Masterton, the company’s very first delivery vehicle was a 1973 Volkswagen Kombi, which remains in use today and still holds a special place in the family’s heart.
“Our very first delivery vehicle was a 1973 VW Kombi, which is still in use today and holds a special place in our hearts, so having the opportunity to collaborate with Volkswagen has been an exceptionally rewarding and really quite a fun experience,” he said.
“I am confident that The People’s Blend will be enjoyed by all, and we look forward to celebrating this milestone with Volkswagen.”
Celebrating Local Excellence
Martina Biene, Chairperson and Managing Director of Volkswagen Group Africa, said Mastertons was a natural choice for the collaboration.
“When we started thinking about celebrating our heritage in South Africa, Mastertons was an ideal partner to collaborate with, given their long history in the Bay and their reputation for excellent quality,” she said.
“I am excited to share this special coffee with our customers and friends of Volkswagen, who have been an integral part of our story over the past 75 years.”
Two Bay Icons, One Special Blend
For locals, The People’s Blend represents more than just coffee. It is a celebration of two homegrown success stories that have helped shape Nelson Mandela Bay and carry its name far beyond the Eastern Cape.
From a roastery that has been serving South Africans for more than a century to a manufacturer that has put generations of motorists behind the wheel, the partnership is a reminder that some of the Bay’s greatest stories are built on tradition, innovation and a shared sense of community.
For car lovers and coffee lovers alike, this is one collaboration that feels right at home.
Leave a Reply