Brewing Ambition: Inside Houston’s Wildly Successful MAVEN Coffee + Cocktails & MAVEN Coffee Company

From A Visionary Idea To A Cultural Hub, The Founders Of MAVEN, Astros Great Lance McCullers, Jr., Juan Carlos De Aldecoa & Blake Fertitta Have Crafted A Space Where Sophistication, Community, And Creativity Comingle

Photography courtesy of MAVEN, Swiggard Creative

When Lance McCullers, Jr. and Juan Carlos De Aldecoa first conceptualized MAVEN, they envisioned a brick-and-mortar space that could transition seamlessly from day to night, serving as both a coffee shop in the morning and a cocktail bar in the evening. When they developed the menu for what would become Houston’s MAVEN Coffee + Cocktails, they quickly identified a significant gap in the market. At a time when carajillos and espresso martinis were all the rage, there wasn’t a high-quality, efficient solution for serving consistent coffee cocktails in a high-volume environment, especially without expensive equipment or highly trained staff. Together with their longtime pal, Blake Fertitta, they created MAVEN Coffee Company. 

Recognizing the need firsthand, they began discussions with de Aldecoa’s grandfather, a pioneer and expert in the coffee industry. Together, they identified a product that would meet their needs. And, de Aldecoa and McCullers would later acquire and patent this solution to create the cold brew concentrate for MAVEN Coffee + Cocktails. Once they saw the product perform successfully in a real-world setting, they realized they could expand beyond their brick-and-mortar by tapping into the commercial space and selling the product to other restaurants and bars that were also experiencing the same challenges. By launching B2B, the product was tested and validated by chefs and bartenders before hitting store shelves, earning the product street cred and an iron-clad reputation. By the time MAVEN’s cold brew concentrate reached consumers, the product had already become a trusted name in the hospitality industry. Here, our luxe beverage trend connoisseur, Lance Avery Morgan, caught up with the MAVEN founders to learn more about their path to success.

Houston’s East Downtown has a rich history in coffee. What inspired you to base your operations there, and how does the neighborhood influence MAVEN’s identity?

MAVEN: As a fourth-generation member of a family rooted in coffee, Juan Carlos has long been passionate about crafting high-quality coffee that brings people together. His family has been in the coffee business for generations and has long operated out of East Downtown, so it made perfect sense to produce MAVEN Coffee Company’s cold brew there as well. The neighborhood’s proximity to the Port of Houston, one of the largest in the world, combined with its rich coffee heritage, made it a both a strategic and meaningful location for the growing brand. MAVEN’s facility occupies a former Uncle Ben’s building, offering ready-made infrastructure tailored to their needs.

Honoring the area’s legacy, MAVEN remains committed to delivering a product that never compromises flavor or quality. For MAVEN, East Downtown Houston isn’t just a place; it’s part of the brand’s DNA.

Your patented brewing process is a key differentiator. Can you walk us through what makes it so unique and why that matters for flavor and quality?

MAVEN: Our patented brewing process is what sets MAVEN Coffee Company’s cold brew concentrate apart. We start with freshly roasted, high-grade 100% Arabica beans, sourced from some of the world’s most renowned coffee-growing regions, which are then precision-ground and gently steeped for 12 to 24 hours in triple-filtered, reverse-osmosis water.

What makes our method unique is the attention we pay to every variable, from grind size to water quality to steep time. Each step is carefully controlled to extract the most flavorful elements from the coffee while minimizing the bitterness and acidity that often accompany cold brew. The result is a smooth, bold, and complex concentrate with natural notes of cherry, dark chocolate, and baking spices, crafted without the use of additives or preservatives.

From baseball to business, Lance McCullers, Jr. is a familiar name in Houston. How did the partnership between Lance, Juan Carlos de Aldecoa, and Blake Fertitta come about?

MAVEN: MAVEN Coffee Company was co-founded in 2023 by Houston Astros pitcher Lance McCullers Jr. and entrepreneur Juan Carlos de Aldecoa. The two Houstonians met by chance on an automotive trip to Europe, where they kept crossing paths. During their conversations, Lance, who is of Cuban and Spanish descent, recalled fond memories of drinking coffee with his grandfather and shared his longtime dream of opening a coffee shop. For Juan Carlos, a young entrepreneur whose Hispanic family has been in the coffee business for over a century, the connection was instant. He saw an opportunity to combine Lance’s vision with his own deep-rooted expertise in sourcing and roasting high-quality coffee.

The partnership expanded when Blake Fertitta, Juan Carlos’ childhood friend, joined the team. Blake’s strong background in hospitality and entertainment played a key role in growing MAVEN’s wholesale and distribution efforts, helping the brand expand into bars and restaurants nationwide. His industry connections and strategic insight were instrumental in scaling the company and shaping its presence to where it is today. At its core, MAVEN Coffee Company is the product of friendship, shared values, and a desire to create something meaningful, one perfect cup at a time.

MAVEN is all about premium convenience; craft cold brew, ready to go. How do you see this approach resonating with modern coffee drinkers?

MAVEN: What we’ve achieved with MAVEN is the perfect balance between convenience and quality—something modern coffee drinkers really connect with. We live in a fast-paced, on-the-go world, and our cold brew concentrate provides an easy way for people to enjoy something they love without sacrificing flavor or integrity. Whether it’s starting the day with a cold brew or winding down with a carajillo or espresso martini, coffee is part of people’s routines, and we believe it should feel intentional, not rushed.

What also sets MAVEN apart is the simplicity and purity of our product. It’s made with just two ingredients, triple-filtered water and 100% Arabica beans, no artificial preservatives or fillers. Today’s consumers are more ingredient-conscious than ever, and our customer base really values the transparency that we provide.

All in all, we’re fortunate. The response to our cold brew concentrate has been incredibly positive. It has inspired us to explore new product types, including ready-to-drink options. At the end of the day, we aim to offer premium coffee that seamlessly integrates into people’s lives, without compromising on taste or quality.

Now that MAVEN is in Central Market stores across Texas, what’s next? Are there plans for new products, flavors, or national retail expansion?

MAVEN: We launched in Central Market in May, and it’s been exciting to see how well the cold brew concentrate is performing across Texas. We’re also in conversation with national retailers to bring MAVEN to even more store shelves. Our cold brew concentrate is also stocked in more than 1,300 bars and restaurants across 12 major U.S. cities, and we’re actively growing our wholesale portfolio.

Currently, we’re focused on maintaining that momentum while being thoughtful about our next steps. We’re working on a ready-to-drink beverage and have had interest from larger brands about potential collaborations, everything from cold brew spritzers to MAVEN coffee liqueur. There’s a lot of energy around the brand, and we’re excited about what’s ahead.

The best career advice I’ve received is…

LANCE MCCULLERS JR.: Throw strikes…

JUAN CARLOS DE ALDECOA: At the end of the day, integrity is all we have and what we should work to preserve above all.

Three qualities that got me where I am today are…

LANCE MCCULLERS JR.; Faith, perseverance, and work ethic.

JUAN CARLOS DE ALDECOA; Integrity, relentlessness, and faith

Easiest career decision I ever made is…

LANCE MCCULLERS JR.: Signing with the Astros.

JUAN CARLOS DE ALDECOA: Picking my business partners

How I made my first dollar…

LANCE MCCULLERS JR.: Working for my family’s Christmas tree business (unloading trees off semi-trucks).

JUAN CARLOS DE ALDECOA: Sweeping our family’s coffee warehouses or, technically, the tooth fairy.

First music I bought was…

LANCE MCCULLERS JR.: T-Pain. Specifically, Bartender as the ringtone on my phone (yes, I’m old).

JUAN CARLOS DE ALDECOA: Heartless by Kanye West.

Last thing I binge/marathon watched…

LANCE MCCULLERS JR.: The Chosen.

JUAN CARLOS DE ALDECOA: Formula 1: Drive to Survive.

My real-life hero has got to be…

LANCE MCCULLERS JR.: My father and grandfather.

JUAN CARLOS DE ALDECOA: My father.

If I lived in a foreign city it would be…

LANCE MCCULLERS JR.: Madrid, Spain.

JUAN CARLOS DE ALDECOA: Marbella, Spain.

What everyone should try in their lifetime is…

LANCE MCCULLERS JR.: Travel to a place you’ve always dreamed of visiting.

JUAN CARLOS DE ALDECOA: The MAVEN espresso martini.

If I weren’t doing what I do I would be a…

LANCE MCCULLERS JR.: Something else in baseball; scout, coach, etc.

JUAN CARLOS DE ALDECOA: A commodities trader.

My hidden talent that most people might not guess is…

LANCE MCCULLERS JR.: I legitimately don’t have any hidden talents.

JUAN CARLOS DE ALDECOA: I can hold my breath underwater for three minutes.

If I had a superpower, I’d want it to be…

LANCE MCCULLERS JR.: Invulnerability and regeneration (would help with the day job).

JUAN CARLOS DE ALDECOA: Be able to see into the future.

A simple way to get people to laugh is easy. Just…

LANCE MCCULLERS JR.: Tell a joke about yourself.

JUAN CARLOS DE ALDECOA: Just… tickle them (non-creepy).

A phrase I might overuse would be…

LANCE MCCULLERS JR.: I’m grinding.

JUAN CARLOS DE ALDECOA: Roll the dice.

My motto? Easy. It is…

LANCE MCCULLERS JR.: Deo Volente. It’s Latin for God willing.

JUAN CARLOS DE ALDECOA: Ad majorem Dei gloriam. It’s Latin for: for the greater glory of God.

Favorite scent these days is (because)…

LANCE MCCULLERS JR.: Anything Le Labo.

JUAN CARLOS DE ALDECOA: Lavender, because it reminds me of my mom.

The last meal that truly impressed me was..

LANCE MCCULLERS JR.: Martín Berasategui in San Sebastián, Spain

JUAN CARLOS DE ALDECOA: The mini sliders at Buccan in Palm Beach, Florida.

In my fridge, you will always find…

LANCE MCCULLERS JR.: Mountain Valley Water.

JUAN CARLOS DE ALDECOA: A bottle of our MAVEN cold brew concentrate.

My perfect day would end…

LANCE MCCULLERS JR.: Anything that involves my daughters.

JUAN CARLOS DE ALDECOA: Drinks on a patio with my family and friends (copied herein).

The title of my autobiography will likely be…

LANCE MCCULLERS JR.: From Mound To Mercy.

JUAN CARLOS DE ALDECOA: From Silver Spoon To No Spoon, To Gold Spoon.