Charlotte is lining up — even in freezing temps — for this coffee pop-up's draft lattes
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The line was dozens deep just five minutes after the pop-up began. And I joined about 10 others walking from the Camp North End parking deck looking to get a taste of Brü, too. Photo: McKenzie Rankin/Axios
I stood in line for more than an hour last Saturday morning, as winter storm Fern drew closer, to try the latte the Charlotte internet won't stop talking about. And I was far from the only one.
Why it matters: Brü is a new Black-owned coffee pop-up drawing massive crowds, with customers lining up to try its draft lattes and matcha.
Catch up quick: Owner Kareem Warren, who's lived in Charlotte for over 10 years, launched the mobile business last October at the Charlotte Regional Farmers Market.
- An Army veteran, Warren has never formally trained as a barista. But as a coffee fan who bartended during his service, he knows how to build a balanced drink — skills that translated into starting Brü.
- In just three months and around 20 pop-ups later, Brü regularly sees lines of over 100 people. And if you spend any time scrolling the Charlotte social feeds, you've likely seen a content creator singing its praises.
The intrigue: Brü's popularity makes sense when you look at a few factors.
- Both the coffee and matcha lattes are served on draft, which is trendy but rare to find in Charlotte.
- All lattes are oat milk-based, and most come topped with a dairy-based cream top, similar to a cold foam.
- Syrups are also a standout, with interesting flavors like spiced peach, red velvet, and salted brown butter, inspired by the viral salted brown butter oat latte by Caffe Paradiso in NYC.
- Plus, the fleeting nature of pop-ups makes it feel like something you have to catch while you can.
State of play: I caught the most recent pop-up last Saturday at How Sanguine in Camp North End. It started at 10am; I arrived at 10:05, expecting a quick stop. Wrong.
- Dozens of people were already in line, and I loved seeing it. It took just over an hour to order.
Sip on this: I ordered both a coffee and a matcha from the list of signatures, "The Brü Collection."
- "The Type B" matcha latte ($9) came with raspberry preserve and a white chocolate cream top.
- "The Second Helping" oat milk latte ($8) paired spiced peach syrup with a brown butter cream top.
- Warren says the red velvet latte, "The Last Crumb," is currently a crowd favorite.
My thought bubble: Brü delivers the kind of coffee and matcha you hope you're getting at today's price point. It's smooth, balanced, and flavorful without tiptoeing into dessert-drink territory, which also makes it dangerously easy to drink — the coffee was almost gone by the time I got back to the car.
- The matcha was great, too, but I saved most of that one as an afternoon pick-me-up.
Zoom in: Brü also hosts a monthly "Shared Grounds Series," which Warren designed to highlight different cultures through coffee. Each month centers on a different culture, with a featured drink, a baked good when possible, and a tie-in to a holiday or tradition.
- February will spotlight Jamaica. March will highlight Ramadan through a Turkish lens, says Warren.
Between the lines: Charlotte's pop-up scene has become a gateway to niche and global flavors, often in limited doses.
- A few examples of unique pop-ups include Norwegian concept Vivienne, eggless bakery Ashik and Hello, Uncle, which serves Southeast Asian comfort food and recently expanded to a permanent spot at Burial in Plaza Midwood.
The big picture: The lower barrier to entry allows owners to experiment, collaborate with brick-and-mortar businesses and refine their craft without having to manage a full-time space.
- That sense of newness and flexibility is part of the appeal and something Charlotte really responds to, Warren says.
What's next: Brü pops up at Babe Cave, off South Tryon, on Saturday, Jan. 31, from noon to 5pm.