Ever heard of Super Coffee? Imagine a coffee brand that started in a college dorm room and went on to become a multi-million dollar beverage empire that would make any coffee lover jump for joy.
Sugar Coffee is the brainchild of three jock brothers - Jordan, Jimmy, and Jake DeCicco - transformed from a humble college side hustle to a sugar-crushing, energy-boosting powerhouse that would make the Shark Tank investors seriously regret their skepticism.
When the DeCicco brothers swaggered out onto the Shark Tank floor in February 2018, they were seeking only a modest $500,000 for a 4.5% stake in their company. Little did the Sharks know they were about to witness the beginning of a beverage behemoth, if only they just got over the taste.
Despite walking away without a deal, Super Coffee would go on to become the third most popular bottled coffee brand in the United States, just behind coffee giants Dunkin' and Starbucks.
The brand's secret sauce? Zero artificial ingredients, zero added sugar, and a whole lot of entrepreneurial hustle that would make even the most jaded Shark do a double-take.
What happened to Super Coffee during their pitch on Shark Tank?
Walking into the Shark Tank, the DeCicco brothers were armed with four flavors: vanilla bean, maple hazelnut, dark mocha, and unsweetened black brew. Their pitch was simple: create a healthier alternative to the sugar-laden energy drinks that dominated store shelves. The Sharks sampled the organic Arabica bean-based beverages, blended with lactose-free protein and coconut oil.
The initial reception? Eh, less than stellar, to say the least. Robert Herjavec immediately disliked the taste and bowed out. Barbara Corcoran, despite admiring the brothers' energy, couldn't get past the aftertaste.
Mark Cuban and Lori Greiner were quick to hop off this train as well, with Greiner expressing concerns about the company's $10 million valuation. Rohan Oza was the final Shark to pass, believing Super Coffee wasn't unique enough to stand out in the crowded beverage market.
What came next for Super Coffee, after the Shark Tank fail?
Rejection? More like rocket fuel for unadulterated success. These brothers turned their Shark Tank appearance into a launch pad for growth beyond measure. By 2020, just two years after their pitch, Super Coffee's revenue soared to $26 million, and the company's valuation skyrocketed to a whopping $400 million. Talk about a coffee rush.
The star-studded investor list lowkey reads like a who's who of sports and entertainment. Aaron Rodgers, Baron Davis, and Patrick Schwarzenegger jumped on the Super Coffee bandwagon. But the real coup came when Alex Rodriguez and Jennifer Lopez became minority owners, with A-Rod praising the brothers' ability to build a strong business in record time. Now that’s crazy for a couple of Shark Tank rejects.
Today, Super Coffee is anything but ordinary. This caffeine-chugging company has expanded beyond its original ready-to-drink coffees to include an impressive lineup that would make any beverage executive green with envy.
We're talking creamers, ground coffee, pods, canned espressos, and even energy drinks with flavors that sound more like dessert than a performance beverage: Caramel Waffle, Blueberry Muffin, and Strawberry Glazed Donut. Isn’t that a feast for the dessert-deprived soul?
The company's mission to remove sugar from the American diet is no joke. They've successfully eliminated more than 20 million pounds of sugar, making gym bros and dentists equally happy. Available in over 40,200 stores, including major retailers like 7-Eleven, Walmart, and Sprouts, Super Coffee has become a ubiquitous presence in the beverage world.
What does the future look like for Super Coffee?
The DeCicco brothers aren't resting on their laurels. They've launched Super Coffee XXTRA, a high-energy beverage with 200 milligrams of caffeine, and even ventured into the world of non-alcoholic, coffee-infused beer. They've even designed an active recovery shoe with Kane Footwear, because why stop at beverages when you can conquer the world?
In a fun turn of events, Jimmy DeCicco handed over the CEO reins to Tyler Ricks in December 2022, acknowledging that what got them here won't take them further. As he eloquently put it, they've come a long way from a dorm room, but their work is just getting started.
From Shark Tank rejects to beverage innovators, Super Coffee suggests that sometimes, the sweetest success comes sugar-free.
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Super Coffee has a valuation of over $500 million, despite Shark Tank's rejection.
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