Death Wish Coffee was created in 2012 in New York by Mike Brown. Death Wish Coffee is known for being the strongest coffee. Mike’s goal was to make a strong highly caffeinated dark roast that still had plenty of flavor. So he started a coffee shop and tried his new blend of coffee beans on his morning customers who helped him adapt his blend to me more flavorful.
During the 2015 Superbowl Mike won a contest to get a 30 second ad. After that accomplishment they were the sponsor of comic con and sponsored Nascar. In a few short years the company grew to being one of the most well known Dark Roast coffee blends in America. They have tapped into other markets such as apparel and coffee mugs. Death Wish Coffee now has a full staff of workers and can be found at big name grocery stores such as Meijer, Whole Foods, and Mariono’s.
That is very interesting that the company won an advertisement for during the Super Bowl. The small changes of pivoting the company to what the customers wanted seem to have paid off in the long run. This sounds similar to Starbucks, as they over roast their coffee to make it taste different than the competitors.