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SAN FRANCISCO and BOSTON, USA – Graffeo, the renowned San Francisco-based artisan coffee roaster, has launched The Phoenix Blend, a new custom bold, robust blend to support the recovery movement. Proceeds benefit The Phoenix, the acclaimed national sober active community that embraces social connection through a shared, active lifestyle to support recovery and help individuals and communities thrive.
For every bag sold, $10 goes to The Phoenix to fund sober experiences nationwide. The Phoenix, which has impacted the lives of more than one million individuals seeking recovery and their allies, offers free sober events and activities- from music festivals and individual and group fitness to outdoor adventures and community socials.
Launched in 2006 by Scott Strode, himself – in recovery for three decades, The Phoenix has achieved an enviable success rate of more than 80% of participants remaining sober after three months compared to a relapse rate of 40-60% of individuals in just traditional treatment programs. There are no fees for membership or participation other than 48 hours of sobriety on the honor system.
“This is all about caffeinating for a cause,” said Strode. “Each Graffeo purchase creates meaningful connections for people healing from substance use and mental health challenges, turning your daily coffee ritual into a powerful force for good. Each bag sold supports our vision of serving 10 million people in the next five years. We are brewing hope, one cup at a time.”
“Coffee has always been about showing up for one another. The Phoenix embodies that spirit, and we’re proud to fuel this transformative organization with Simply the world’s finest coffee,” said Walter Haas, co-owner of Graffeo Coffee Roasting Company.
Coffee is increasingly replacing alcohol as social culture shifts toward sobriety, wellness, productivity, and more mindful living. Younger generations in particular are prioritizing mental clarity, physical health, and meaningful connection, making coffee-centered gatherings such as café meetups, morning rituals, and specialty coffee tastings more appealing than late-night drinking. The rise of sober-curious movements has further normalized choosing a latte over a cocktail, signaling a broader cultural change in which socializing is less about intoxication and more about intention, balance, and shared experience.
With more than 48.7 million people impacted by substance use, there is a need to change the approach to addiction, to avoid reinforcing stigma and further isolating people from seeking support.
