The brand indulges in similar identity politics to its competitor (and current frontrunner) Café Bustelo. The label is printed in both English and Spanish and proudly proclaims "Café Para El Gusto Latino: NUESTRO CAFE," or "Coffee for the Latin taste. OUR COFFEE." In the Bronx (the New York City borough this writer is proud to call home) Dominicans and Puerto Ricans take a lot of pride in their coffee, so we can see why Café Caribe is taking such a direct marketing approach.
Beyond that, Café Caribe is also among the cheapest coffees in the store. At $2.59, it's a dollar less than Bustelo and about one third of the price of Medaglia D'Oro.
The biggest draw, though, was the can. With bright colors, cartoonish writing and a cute little drawing of a hacienda amid palm trees, it is incredibly cheering. Over the last few weeks we've had a lot of gray days and the explosive yellow can has provided a lingering gleam of sunshine.