Known as “The World’s Strongest Coffee”, this coffee company that started in 2012 has quickly become a well known name. How could they not with a tagline like that? Founder Michael Brown wanted to create a coffee that would wake up all of us non-morning people! So he came up with the idea for an extra strong regular coffee that you can brew at home and take with you. Largely based on online sales, their mission statement even commits to being a coffee that will “fuel you wherever you go”. They also have been trying to reach all the organic and health crowd coffee aficionado’s out there by being fair trade, high-quality, organic, and “best tasting”.
After being around for three years, they entered and won the Small Business, Big Game competition which rewarded them a thirty second Super Bowl commercial which skyrocketed their sales. They then became the official coffee sponsor for the New York City ComicCon and NASCAR driver Ty Dillon. Along with supporting many charities, they have also created a merchandise line with mugs and clothing that has also helped get their name into the world. They now sell coffee brewing equipment, gift baskets, “K-cups”, aged coffee beans and wholesale coffee along with all their other merchandise.
Their blog and podcast are updated at least once a week with stories from customers, coffee facts, and more. They run contests to give away free coffee and announce winners weekly.
This company has quickly become a household name, especially with millennials who have a need for a caffeine fix. They have reached out to many niche areas like skateboarding communities, independent coffee shops, bands, and many other groups.
With the guarantee of being “the strongest coffee you will ever drink or your money back” this brand has taken over the coffee industry online and in your local grocery store coffee aisle.
https://www.deathwishcoffee.com/
What I like about this company is that they don’t just sell coffee- they’ve completely inserted themselves into a market that was already crowded, but they’ve done so in a way that makes them stand out. Sponsoring a NASCAR driver, sharing coffee facts, doing giveaways: these all reach out to the consumers and say, “Hey, look at our brand! We really know our stuff!” I’m sure that this technique could be developed in any niche area.