Sofía Vergara's Coffee Brand Just Landed at Costco

From Walmart shelves to the Costco cart

If you’ve walked the coffee aisle at Walmart, you may have seen the bright green bags. Now there’s a giant one at Costco.

What's happening

¡Dios Mío! Coffee, co-founded by Sofía Vergara, announced on October 15 that it’s launching at Costco with a 42 oz Medium Roast Signature Blend ground coffee made just for Costco. The brand describes it as 100% Colombian Arabica with notes of nuts, white chocolate and brown sugar.

Per the release, it’s available starting October 13 at participating warehouses in Texas and the Northeast, and from October 15 in Florida. Availability varies by warehouse. The release doesn’t give a store count or a price.

Costco is the brand’s first U.S. club channel retailer. It already sells 12 oz bags in Light, Medium and Dark roasts at Walmart stores in all 50 states, plus Amazon and its own site. It launched in the U.S. in 2024.

The brand is also running a new campaign, “A Star is on the Move,” with Vergara and its pink Jeep. It says it supports the National Federation of Coffee Growers of Colombia’s Gender Equity Program for women coffee growers.

“Coffee has always been deeply personal to me. It reminds me of home,” Vergara said in the release.

The celebrity coffee bag just got club sized.The WellWham perspective

Our read: the celebrity brand playbook goes bulk

This is our analysis. Celebrity brands usually start with buzz. The ones that last get into the big box and club aisles where people restock every week. A Costco exclusive, even a regional one, is a sign the brand is chasing repeat buyers.

The reality check

This is regular coffee, not a wellness product. A famous co-founder doesn’t change what’s in the bag, so buy it if you like the taste.

The close

The bag used to be 12 ounces.

At Costco, everything gets bigger.

Sources