Super Coffee

Super Coffee is moving fast, achieving a $400 million valuation this year as it continues to draw investors, distributors, retailers and consumers to its own brand of functional hustle. The company, founded by three college-age brothers, is loaded up for the stretch run, with more than $100 million in new investment from its latest raise. 

But beyond the numbers, it’s the look: every day new cans of Super Coffee are appearing on store shelves in both big chains and independents; there’s a pervasiveness to the brand’s growth that has a parallel arc to some of the other big independent brands out there that found their formula and started executing it on the street and in the boardroom. Monster, BODYARMOR, and Vita Coco all hit periods of hyper-growth and it’s clear that Super Coffee has entered that phase. What the ultimate outcome for the company will be is for its founders, investors, and the market to decide, but this was the year that Super Coffee became a fully realized presence for a broad set of consumers and a necessary product for retail customers as well. With AB InBev’s distribution muscle and an increasingly potent marketing operation, this brand has reached a new plateau, all signs are pointing up, and the engine is roaring.