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SARATOGA SPRINGS — Death Wish Coffee may be gone from the Broadway retail scene, but it’s not dead.
The coffee maker, which opened its retail store in 2020, closed its outlet on Sunday to better concentrate on getting into retail stores such as supermarkets and boosting its online sales.
“As of Sunday, September 4 our 260 Broadway retail location is permanently closed. Death Wish Coffee Company remains committed to Saratoga Springs and our headquarters will remain here,” E-Commerce Marketing Director Shannon Sweeney said in an email.
“While we enjoyed interacting in person with the Saratoga community and our loyal customers who traveled near and far, our focus as a company is making sure our coffee is more widely available in grocery stores, cafes and restaurants across the country.”
Customers at the store could buy Death Wish-themed merchandise as well as bags of coffee. They could get 4-ounce samples but the store did not offer sit-down service.
Billed as the world’s strongest coffee, Death Wish rose to national prominence six years ago after winning a contest put on by the Intuit software company. The prize was a 30-second Super Bowl TV ad in February 2016.
The ad, which won in a competition with 15,000 entries, depicted Vikings racing a ship toward a waterfall which turns out to be coffee flowing into a person who is drinking it. The ad is accompanied by a tagline proclaiming that Death Wish Coffee is “fiercely caffeinated.”
Sales grew steadily and by November 2020 they opened the retail shop, although the official premiere was delayed until the summer of 2021 by the pandemic.
Before the shop, Death Wish had been selling much of its supercharged coffee online and had been offering it in select Price Chopper, Safeway, Hannaford and ShopRite supermarkets. Their Keurig cups were also sold in 900 Walmart stores.
Sweeney said the product is now sold at more than 20,000 retail locations, as well as on Amazon or its website, Deathwishcoffee.com
rkarlin@timesunion.com 518 454 5758 @RickKarlinTU
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