Sip and the City: the IG Discovery That Fueled Our NYC Merch

Who says social media is just doom-scrolling and dog videos? Every now and then, the algorithm throws you a bone (or in our case, a beautifully roasted bean).

When we started dreaming up our On The Town collection that pays tribute to NYC, we knew we wanted more than just good looks and great merch. We needed a coffee pairing that checked all our (very specific) boxes: New York-inspired, steeped in the spirit of the American Songbook, and crafted by a small business. You’d be amazed how quickly that ruled out, well… just about everyone.

On the Town collection. It's our tribute to NYC!

Then came our very modern meet: while scrolling Instagram, we came across Crooner Coffee. Based in North Carolina and full of its own hip style, this coffee purveyor had the charm, spunk, and soul we didn’t know we were looking for.

Now they’re part of the On The Town lineup, and we’re thrilled to include their brew in our collection. The coffee is paired with our tumblers (because who doesn't love coffee and a morning walk to start the day?) We also roped in the founder, Bob Aycock, for our artist questionnaire, because any man who names his coffee after old-school singers is obviously our kind of people.

How do you drink your coffee?

I love making a fresh French press in the morning—there’s just something about that rich aroma and slow brew that starts the day off right. I take it with a splash of half-and-half and savor every sip. I also enjoy using a Moka pot for an afternoon cup.

How many cups of coffee do you drink a day?

I usually finish the French press pot myself—unless my wife or 17-year-old swoop in for a cup. So I average about 3–4 cups a day. I promise I don't have a problem… I just have passion. 😉

Do you have a favorite crooner? A favorite album or song?

Oh gosh, the hard question! Right now, I'd have to say Bing Crosby. His voice just puts me at peace. I've been listening to his original 1950s radio shows on YouTube, which are a lot of fun. I think I'll always love his Christmas albums most, but Fancy Meeting You Here with Rosemary Clooney is another favorite. There's a nostalgic charm to that duet.

Crooner Coffee Shop

Who does the artwork on your packages?

That would be me! I start with the concept and collaborate with my amazing wife for feedback and tweaks. With a B.A. in Studio Art and a former career as an art teacher, visual storytelling has always been a part of me. For over 15 years, I’ve channeled that creative passion into building websites, designing logos, and helping businesses and nonprofits bring their visions to life. Designing the Crooner Coffee aesthetic has been a true blend of all the things I love—art, branding, and meaningful connection.

Do you play music in your store?

Currently, Crooner Coffee is online-only, but the music vibe is strong! I created a curated Crooner Coffee playlist—a cozy mix of crooner classics that perfectly complements a fresh cup of coffee. Think Nat King Cole, Peggy Lee, Frank Sinatra, The Andrews Sisters, and of course, Bing. You can listen along here: Crooner Coffee Playlist on Spotify.

Bing Crosby (Wikipedia)

What’s the most surprising thing you’ve learned about coffee since starting Crooner Coffee?

How much the little things matter. Before, I’d buy whatever ground coffee I enjoyed. Once I learned the difference that whole-bean, freshly roasted coffee makes, there was no going back. The flavor, the aroma, the oils—it’s a completely elevated experience. Whole-bean coffee keeps its character until the moment you grind it, giving you the freshest cup possible. Plus, it's more sustainable and customizable. It’s honestly been life-changing.

Were you in the coffee business before you started CC? If not, why did you choose coffee as a business venture? What was your “Aha!” moment when you decided to roast coffee for a living? Was there a specific cup of coffee that changed everything?

I wasn’t in the coffee business before starting Crooner Coffee—my background is in design and marketing. But a visit to a local roastery changed everything. Their beans were phenomenal, and I left inspired, wondering: What if I could blend that level of quality with the nostalgic charm of mid-century modern vibes and the timeless melodies of the crooner era?

With a dream in my heart, coffee coursing through my veins, and the unwavering support of my wife, I launched Crooner Coffee. It’s been a labor of love from day one. Our single-origin beans come from some of the most prestigious farms in the Apaneca-Ilamatepec mountain range of Central America, where we partner with a family that’s been cultivating coffee for over 150 years. Every cup is rooted in heritage and roasted with care. Today, as I reflect on this journey, I’m deeply grateful to share something so meaningful—a brand that brings people together through good coffee, great music, and a little nostalgia.

Crooner Coffee news

Do most of your customers know who the “crooners” are? Or do you have to explain it to them?

A lot of them do! I like to use crooner music in my posts and love introducing younger audiences to the genre. My kids lovingly refer to it as my “old people music,” but they’ve come to expect it as the background music around the house—whether I’m working, cooking, or relaxing. There’s a timeless charm to the Great American Songbook that makes it the perfect soundtrack for just about anything. Crooner tunes bring a kind of magic that never fades—perfect for slow sips, cozy moments, and great company.

What’s your most popular coffee?

Our darker roasts always go fast—Midnight Melody and a couple of limited-edition blends have sold out quickly. That said, Smooth Serenade, our medium roast, is my go-to blend. It's versatile, smooth, and pairs perfectly with my homemade creamers.

A final note from Bob: At Crooner Coffee, we’re not just selling coffee beans—we’re crafting a sensory experience that hits all the right notes. From the origins of the coffee to the music that inspired it, every element is intentional. If you’re a fan of timeless music, soulful sips, and feel-good vibes, we’d love to have you join our community.

You can follow Crooner Coffee on Instagram @croonercoffee and visit CroonerCoffee.com to find your perfect roast.

You can follow Songbook Ink @songbook.ink and learn more about our On The Town collection at https://songbook-ink.com Our tumber/coffee set is available in July. Be sure to sign up for our mailing list on our website to be the first to hear about it!