The move from its Long Branch warehouse marks a strategic push to dominate the cold brew market through production innovation. The facility will double cold brew capacity using state-of-the-art brewing equipment and automated systems, aiming to enhance efficiency and quality control. Executives say this upgrade will help meet surging demand, especially for direct-to-consumer e-commerce sales, which have grown rapidly. Streamlined fulfillment processes will accelerate shipping times for online orders, further boosting customer satisfaction.
Rook Coffee’s upgraded facility doubles cold brew capacity with automated systems, boosting efficiency and quality to meet surging direct-to-consumer demand.
The expansion positions Rook Coffee to outpace competitors with faster product development. Plans include new cold brew flavors and limited-edition releases, supported by upgraded R&D capabilities.
The facility’s advanced technology allows quicker testing of brewing methods and packaging designs, ensuring consistent quality. Co-founder Shawn Kingsley calls the site a “game-changer” for innovation, enabling the brand to adapt to trends while maintaining its craft-focused reputation.
With 11 stores across Monmouth and Ocean counties, Rook Coffee’s retail presence remains key to its strategy. Locations in towns like Red Bank, Wall, and Point Pleasant anchor local loyalty, while a 12th store is under consideration.
The new headquarters will streamline operations by housing leadership, production, and administrative teams under one roof. President Brandon Purcelly says combining these functions improves decision-making and supports nationwide growth.
Leaders Holly Migliaccio and Kingsley, who founded Rook Coffee in 2010, call the expansion “years in planning.” The facility’s fall 2025 opening aligns with broader goals to strengthen the brand’s position in the ready-to-drink beverage sector.
Automated production lines and increased cold brew concentrate output could help Rook compete with larger rivals while preserving its small-batch ethos.
The lease for the Tinton Falls site was finalized in July 2025, with partial operations starting by early fall and full relocation completed by November.
As cold brew’s popularity grows, Rook’s investment in scalability and innovation signals its ambition to lead the market—not just survive in it.
