The collaboration marks a strategic move for the candy giant to insert itself into the competitive fall beverage market. By teaming up with The Nitro Bar, a brand known for its community-driven, social media-friendly approach to coffee, Reese's plans to pilot the drink in New York City ahead of the coffee shop’s official expansion into the market. The drink is designed as a direct alternative to the ubiquitous pumpkin-flavored lattes that typically dominate autumn menus.

Fans can access the drink through a few specific channels. A pop-up event in New York City will offer early samples on September 14 and 15, followed by a broader release at all The Nitro Bar locations from September 18 to 20. For those outside the company's footprint, a home-recreation recipe will be published online on September 14. According to Melissa Blette, Senior Brand Manager for Reese's, the goal is to rewrite the script on fall coffee by leveraging the brand's status as the top-selling Halloween candy. Audrey Finocchiaro, founder of The Nitro Bar, noted that the partnership serves as a creative exercise in blending the expected with the unexpected, moving beyond traditional seasonal flavor profiles.