Basketball star Jimmy Butler has grown his coffee venture, Bigface, into a brand recognized beyond his initial sales during the COVID-19 pandemic. What began as a makeshift operation in the NBA bubble has drawn attention, including coverage on a CBS program. While many celebrities attach their names to products, from Joe Montana’s wine to E-40’s ice cream, Butler's coffee has earned praise for its quality.
Butler's coffee interest became public during the 2020 NBA restart in Florida. He operated a cash-only coffee shop from his hotel room, selling drinks at $20 each to fellow players.
Bigface coffee now partners with Onyx Coffee Lab for sourcing and roasting. Onyx, based in Arkansas, has multiple physical locations and was named a best coffee shop globally.
Before partnering with Onyx, Butler met with Intelligentsia, a Chicago-based roaster known for direct trade. Intelligentsia had previously acknowledged Butler's improvement in basketball by creating a "Jimmy Butler Award" for farmers at a 2018 Intelligentsia summit.
Though a partnership did not form with Intelligentsia, Butler hired their former brand and e-commerce director to serve as Bigface's chief operating officer. Butler has also shown personal involvement, traveling to Colombia with Onyx partner Andrea Allen to select beans.
He reportedly attends coffee trade shows and uses professional equipment, including La Marzocco machines at home and while traveling. His favorite drink is an oat milk cappuccino, and he prefers Brazilian beans.
Bigface coffees sell for $30 to $40 for an 8.8-ounce bag online. A flight of three coffees at the Miami shop costs $100, reflecting the brand's name, which is slang for a hundred-dollar bill. This pricing places Bigface beans higher than many standard specialty coffees, but quality comparisons put them alongside top roasters like Saint Frank or Sightglass in San Francisco.
Bigface plans a wholesale program to distribute coffee throughout the Bay Area. Butler has also hinted at potentially opening a retail shop in the region.
Andrea Allen stated that Butler is active in the industry. "He's like a student. He's very interested and humble, it's cool to be around," she said.
