Alexis Fawx: the development of her coffee project

Fawx’s accounts of her coffee venture describe tasting, naming and working with other businesses.

Choosing the coffees

Fawx contacted George at Currency Coffee about developing a label. He supplied samples, which she and friends tried in a blind tasting.

She chose Sumatra and AJ’s Blend from the samples with the strongest responses. This was her account of the project’s early selection process in 2022.

From High AF to HAF

The initial name was High Attitude For Coffee, also used as High AF Coffee. Fawx explained that it connected the business to her public identity while giving it a separate name.

In a December 2024 interview, she said the company had become HAF Coffee to avoid the mistaken impression that its products contained cannabis. She discussed patience and marketing as lessons from developing the business.

A brewery collaboration

Fawx also described working with Astronomy Aleworks in Las Vegas to incorporate her coffee into beer. In 2022 she named Cheers to Being Happy AF, Cheers to Breakfast and Jolly AF among the resulting beers.

Cheers to Breakfast was a golden ale made with her coffee. The collaboration connected her project with a local brewer; it was one of the ventures she discussed alongside her entertainment work.