By Jill Nagy
What a difference 30 seconds can make. Since a 30-second advertisement was televised during the NFL Super Bowl on Feb. 7, Death Wish Coffee in Round Lake has seen its sales multiply three to four times, has increased its staff, ordered new equipment, added new products and rented an additional warehouse, according to company owner Michael Brown.
Current sales volume is now 1,500 pounds per day, said Brown. Before the ad ran, it was less than 500 pounds per day.
After an initial surge, things leveled off somewhat but “it’s been holding pretty steady.” The company has more than 2,000 recurring customers and a mailing list of 250,000.
Consequently, Brown said, “I have a lot of big plans.”
He is looking for a larger location so that he can bring all the company’s activities under one roof. Currently, they have four separate warehouses. Most sales now are online but the new location will include a retail outlet. In addition, the coffee is sold at Price Chopper, Hannaford, Healthy Living Market, and Saratoga Coffee Traders.