Death Wish Coffee has expanded its product portfolio with the launch of Premium Ready-to-Drink Canned Lattes, marking its entry into the booming $473 billion global coffee market. The new line—featuring Vanilla, Mocha, and Original flavors—targets health-conscious Gen Z and Millennial consumers seeking clean, convenient caffeine options. Available since March 5, 2025, at retailers like Walmart, Albertsons, and Amazon, the lattes contain up to 1.5 cups of coffee’s caffeine per can while cutting added sugar by 87% compared to competitors.
Ready-to-Drink Coffee Surges Amid Shifting Trends
The ready-to-drink (RTD) coffee sector has grown rapidly, fueled by younger demographics prioritizing portability and ingredient transparency. Canned coffee now accounts for 40% of Gen Z/Millennial consumption, with the global market projected to reach $96.45 billion for at-home and $376.70 billion for out-of-home sales in 2025. However, many RTD options remain high in sugar and artificial additives—a gap Death Wish aims to fill with its Fair Trade Certified™, organic cold brew-based lattes.
Key Market Drivers:
- Health-Conscious Demand: 60% of younger consumers prioritize low-sugar, clean-label beverages.
- Sustainability Focus: 78% of buyers under 35 prefer ethically sourced products.
- Cost Pressures: Rising arabica prices ($3.50/lb) push roasters toward blends and RTD margins.
Death Wish’s Strategic Expansion
Founded in 2012 as a small New York coffee shop, Death Wish gained fame for its high-caffeine dark roast and 2015 Super Bowl ad win. Recent moves reflect adaptation to market shifts:
- Portfolio Diversification: Launched Light Roast (2024) and limited-edition Coconut Caramel.
- Sustainability Commitments: All products now Fair Trade and organic, with recyclable aluminum cans.
- Retail Expansion: Available in 40,000+ stores nationwide, leveraging partnerships with Walmart and Amazon.
Michelle Gallo, VP of Marketing, emphasized their approach: “We’re introducing clean fuel that aligns with our values—exceptional coffee without artificial additives”. The lattes use 100% Colombian cold brew and milk, providing 8g of protein and 20% daily calcium per serving.
Coffee Market Challenges and Opportunities
While the RTD market grows, the specialty coffee sector faces headwinds:
- Price Volatility: Arabica costs strain roasters, prompting shifts to robusta blends.
- Direct Trade Adoption: Brands like Death Wish bypass intermediaries to ensure farmer equity.
- Home Brewing Trend: 32% of consumers now prefer homemade coffee to offset rising café prices.
Analysts note Death Wish’s timing aligns with Gen Z’s “double-digit growth” in coffee consumption starting at age 15. However, competition intensifies as major players like Starbucks and startups vie for shelf space with similar clean-label offerings.
The launch positions Death Wish to capitalize on RTD’s 9.8% annual growth forecast through 2029. With 66-hour insulated Klean Kanteens already popular, the company bridges café-quality and on-the-go convenience—a $45 billion opportunity in the U.S. alone. As CEO Mike Brown stated in 2016: “We exist to surprise people”, an ethos now extending beyond strength to sustainability and accessibility.
