Death Wish Coffee

Death Wish Coffee is an American coffee brand introduced in 2012 by Mike Brown in Saratoga Springs, New York. The brand became known for marketing coffee with unusually high caffeine content and for presenting itself as a particularly strong alternative to conventional coffee. Its identity combines a dark, attention-seeking name and visual style with product claims centered on intensity, strength, and energy. The brand’s coffee is roasted in Round Lake, New York, while the company is headquartered in Saratoga Springs. Its coffee blends have been described as combining robusta and arabica beans sourced from India and countries in South and Central America. The product range has included whole-bean and ground coffee, as well as ready-to-drink or canned cold-brew products. Organic and fair-trade positioning has also been associated with the brand’s coffee offering, although specific certifications and product claims may vary by product and time. Death Wish Coffee initially built awareness through direct online sales and expanded distribution through Amazon and grocery stores across the United States. Its most prominent early publicity event came in 2015, when the company won Intuit QuickBooks’ Small Business, Big Game competition. The prize provided a nationally broadcast commercial during Super Bowl 50 at no media cost to the company, giving the relatively small coffee business exposure well beyond its normal marketing scale. The brand’s history also includes a significant product-safety episode. In September 2017, Death Wish Coffee voluntarily recalled its 11-ounce cans of Death Wish Nitro Cold Brew because the cold-brewing process could potentially permit growth of Clostridium botulinum, the bacterium associated with botulism. The recall was precautionary, and no illnesses were reported in the referenced material. The incident illustrates the additional food-safety requirements involved when a roasted-coffee brand moves into canned, ready-to-drink products. Death Wish Coffee’s core proposition remains a strong, high-caffeine coffee experience rather than a broad lifestyle portfolio. Its principal differentiation is the combination of coffee intensity, recognizable naming, online-led distribution, and provocative marketing. The available reference material does not establish current ownership, public-company status, detailed executive succession, revenue, market share, or a complete current product catalog.

Death Wish Coffee was introduced in 2012 by Mike Brown in Saratoga Springs, New York. From its beginning, the brand differentiated itself through a focus on unusually strong coffee and a name designed to communicate intensity. Rather than presenting itself as a conventional mainstream coffee label, it used high-caffeine positioning and an aggressive identity to appeal to consumers looking for a powerful brew. The company’s coffee has been described as a blend of robusta and arabica beans. Referenced origins include India and countries in South and Central America. The coffee is roasted in Round Lake, New York, while the company is headquartered in Saratoga Springs. Its principal formats have included whole beans and ground coffee, with later activity extending into cold-brew and canned nitro cold-brew products. Distribution developed through a combination of the company’s online store, Amazon, and grocery retailers across the United States. This channel mix allowed the brand to reach consumers directly while also gaining physical retail availability. The available sources characterize Death Wish Coffee as selling in the United States and internationally, but do not provide a complete country-by-country distribution record or detailed international operating structure. A major turning point in the brand’s visibility came in 2015, when it won Intuit QuickBooks’ Small Business, Big Game competition. The prize gave Death Wish Coffee a nationally broadcast advertisement during Super Bowl 50 without the company having to fund the normal media placement. For a small coffee business, the event provided unusually broad exposure and reinforced its image as an unconventional challenger brand. The company later encountered a product-safety issue connected to its expansion beyond packaged roasted coffee. In September 2017, it voluntarily recalled 11-ounce cans of Death Wish Nitro Cold Brew. The stated concern was that the cold-brewing process could create conditions favorable to Clostridium botulinum, the bacterium responsible for botulism. The referenced material reports that no illnesses occurred. The recall is important in the brand’s history because it demonstrates the different safety controls required for canned ready-to-drink products compared with dry roasted coffee. Death Wish Coffee’s documented history is therefore defined by three themes: a 2012 launch around high-caffeine differentiation, rapid awareness generated through direct and retail distribution, and a highly successful 2015 promotional breakthrough followed by a 2017 precautionary recall of a canned product. The supplied sources do not establish current ownership, revenue, management changes, detailed product specifications, or the brand’s present geographic footprint beyond its general United States and international availability.

1. 2017Nitro Cold Brew recall

   The company voluntarily recalled 11-ounce cans of Death Wish Nitro Cold Brew because of a potential botulism risk associated with the cold-brewing process.

   Source
2. 2015Small Business, Big Game victory

   Death Wish Coffee won Intuit QuickBooks’ Small Business, Big Game competition and received a nationally broadcast Super Bowl 50 commercial.

   Source
3. 2012Brand introduced

   Death Wish Coffee was introduced in Saratoga Springs, New York, by founder Mike Brown.

   Source

A premium, high-caffeine coffee brand aimed at consumers who want an especially strong brew, supported by organic and fair-trade-oriented product messaging and provocative, memorable branding.

• Death Wish CoffeeWhole-bean and ground coffee2012

  The brand’s core coffee offering, associated with a strong, high-caffeine profile and marketed as an intense alternative to ordinary coffee. It has been sold in both whole-bean and ground formats. Referenced descriptions identify blends using robusta and arabica beans sourced from India and parts of South and Central America.

• Valhalla JavaCoffee

  A named coffee line associated with the Death Wish Coffee portfolio. The supplied references identify it as a flagship offering but do not provide enough verified detail about its roast profile, formulation, launch date, or current availability.

• Death Wish Nitro Cold BrewCanned ready-to-drink coffee

  A canned nitro cold-brew product developed as an extension beyond dry packaged coffee. The product was sold in 11-ounce cans and was voluntarily recalled in September 2017 because the cold-brewing process could potentially support growth of Clostridium botulinum.

• 2015Intuit QuickBooks Small Business, Big Game

  United States

  Death Wish Coffee entered and won Intuit QuickBooks’ Small Business, Big Game competition. The prize gave the company a nationally broadcast advertisement during Super Bowl 50 without charging it for the commercial media placement.

  Outcome. The campaign generated national visibility for the brand and became its most prominent documented marketing milestone.

  Source

• 2017Voluntary withdrawal of Nitro Cold Brew cansOther

  The company identified a potential food-safety hazard associated with the cold-brewing process used for its canned Nitro Cold Brew product.

  What changed. Death Wish Coffee voluntarily recalled the product’s 11-ounce cans because of the potential for Clostridium botulinum growth.

  Aftermath. The referenced material reports no illnesses. The available sources do not document the product’s subsequent relaunch or permanent discontinuation.

  Source

• 2017Death Wish Coffee voluntarily recalls Nitro Cold Brew cans

  The company recalled 11-ounce cans of Death Wish Nitro Cold Brew after identifying a potential risk that its cold-brewing process could support growth of Clostridium botulinum. No illnesses were reported in the referenced account.

  Recall
  Source
• 2015Death Wish Coffee wins Intuit QuickBooks Small Business, Big Game competition

  Death Wish Coffee was selected as the winner of Intuit QuickBooks’ Small Business, Big Game competition. The award gave the company a nationally carried commercial during Super Bowl 50 without requiring it to purchase the broadcast media placement.

  CampaignOther
  Source

1. Death Wish Coffee
2. Death Wish Coffee official website