Cravens Coffee Co. began selling its Zags Blend coffee in 1999, and took two months of sell 1,500 bags.

Cravens owner Simon Thompson says this year, Zags Blend is going out the door in record volumes. Credit belongs to Gonzaga's men's and women's basketball teams, both of which steamrolled their way into the NCAA basketball tournaments.

Unlike many regional colleges that see their school-branded products sell fastest during football season, Gonzaga products experience "merch madness" in the spring.

The Spokesman-Review reports that Zags-branded items this year include apparel, wine and even chocolate bars.

At the Gonzaga bookstore, shirts and hoodies that announce the team's No. 1 ranking in The Associated Press Top 25 are in high demand.