Red Mug Coffeehouse


Store Name Red Mug Coffeehouse
Social activism and community bonding through coffee

Business Type Restaurants (Food Service and Drinking Places)

NAICS Code 722

Location 916 Hammond Avenue , Superior, WI 54880

Nearby Businesses Duluth Pottery, Bread store, Yoga Tree, Photography store

Owner/Manager Kat Eldred

Special Store Activities Coffee making seminars, social activism (documentary showings)

Year Opened 2004


Phone 715-392-2662


Community Profile The city of Superior, along with Duluth, MN form the Twin Ports. The community is located on the shores of Lake Superior, in Northwest Wisconsin. The population of Superior is 27,000, with 112,000 people living within a 10 mile radius. Superior showcases Lake Superior’s natural beauty, from the 36 hole Nemadji Golf Course to Barker’s Island Marina. Superior is home to a transportation industry and the largest port on the Great Lakes

Products Sold & Niche Developed

Red Mug boasts a diverse menu of organic and fair-trade drink and food. Customers can order 100% organic and fair trade coffee roasted by Alakef Coffee of Duluth, Minnesota – a superb locally roasted coffee. Also available are panini sandwiches, soups, salads and freshly baked pastries. Red Mug offers wine and beer as well. Customers can choose from a selection of local micro brews, select wines and White Winter Winery meads. Finally, Red Mug sells pottery from the nearby Duluth Pottery. Red Mug has carved out a niche, not only as the sole coffee shop in Superior, but also as a culturally aware store that promotes the arts and organic/fair-trade food.

Market Segments Served

The clientele of Red Mug is very diverse, ranging from college students and business people, to the arts crowd of the Twin Ports area. Because of their devotion to organic ingredients, Red Mug is especially popular with the socially aware and active. The majority of patrons to Red Mug are from the Twin Ports area.

Contributions to the Business Community

Red Mug works hard to help other stores in the arts community. They sell Duluth Pottery items at their store, they promote art work from local artists and they advertise for other arts-related stores in their area. In addition, they try to organize community oriented events geared toward education and activism


Review by : Danny Bruce, UW Extension CCED