‘Super Coffee’ is one of the most compelling companies to appear on Shark Tank, yet it left the show empty-handed. Discover what happened here.
Five years ago, if you had told the DeCicco brothers that their company would be a prime distributor of bottled coffee in the U.S.A., they probably wouldn’t have held their breaths.
It is now 2023, and that dream is a reality. Moreover, Super Coffee became one of the top three American bottled- coffee brands in 2021 (behind Starbucks and Dunkin’).
In 2018, Super Coffee appeared on the popular investment competition Shark Tank. However, it couldn’t secure seed capital from any of the judges. So, how did the company fare after being rejected by some of the largest investors in America?
How did Super Coffee Start?
The Super Coffee story begins in 2016 when Jordan DeCicco brewed a homemade batch in his Philadelphia University dorm room. Soon after, he would start marketing Super Coffee to his fellow students as a healthier alternative to energy drinks.
However, he did not stop there. Later that year, a dissatisfied Jordan decided to drop out of college to focus on his entrepreneurship. Soon, he convinced his older brothers Jim and Jake to join him in marketing the product to a larger audience.
After two years of local success, they entered Shark Tank, hoping to raise a seed capital of $500,000 in exchange for a 4.5% stake. However, none of the judges were willing to invest in their brand. Watch a video of the rejection here.
Although Shark Tank rejected Super Coffee, it made $4 million that year.
How Shark Tank helped make Super Coffee popular
All judges in the Shark Tank roster rejected Super Coffee. However, its appearance didn’t go unnoticed. Shark Tank has an average viewership of 7.5 million per episode. Therefore, the Super Coffee brothers capitalized on that to get into the mainstream.
Two years after their appearance on Shark Tank, the DeCicco brothers sold $55 million worth of Super Coffee products. About a year later, they were featured in Forbes’ 30 under 30 list and garnered investments like never before. Watch this video for more of Super Coffee’s achievements.
This video shows Jim, one of the Super Coffee brothers, discussing the company’s episode on Shark Tank.
‘Super Coffee’ is now known all over America as a nutrient-rich caffeinated beverage. It competes with brands like Redbull and Starbucks, but is it worth the hype? Watch this video where a professional dietician breaks down the nutritional content of Super Coffee. She also compares the brand to other bottled coffee brands.
The story of Super Coffee before and after speaks for itself. Many young entrepreneurs have drawn inspiration from it and continue to. Although we don’t blame them because the story is nothing short of amazing!
What do you think about Super Coffee? Have you ever bought any of their products? What was it like?