Richard Childress Racing announced on Wednesday that they reached a deal that will see Death Wish Coffee, a Round Lake, N.Y.-based brand of coffee, serve as the primary sponsor of the No. 95 Chevrolet of Ty Dillon that will run under the banner of Circle Sport-Leavine Family Racing at Dover in October. Death Wish Coffee is a brand of coffee known for its high caffeine content. According to a piece in The Huffington Post, it contains six times the caffeine of a normal cup of coffee from McDonald’s and 2.5 times’ the caffeine content of a cup of coffee from Starbucks. This will be Death Wish Coffee’s first sponsorship in NASCAR.
Dillon is happy to have Death Wish Coffee onboard.
“I’m really not a morning person, so I enjoy a cup of coffee to get me moving,” Dillon said in a press release. “Death Wish Coffee has mastered the blend of beans and its roasting process to produce the perfect cup. Now, they’re trying to spread the word about the ‘World’s Strongest Coffee.’ Our partnership will help Death Wish Coffee reach new customers, grow its brand and amplify its message.”
To many of you, Death Wish Coffee first became known when it won Intuit Quickbooks’ Small Business Big Game Competition earlier this year. Death Wish Coffee beat out over 10,000 businesses to win 30 seconds of airtime during Super Bowl 50 in February, fully paid for by Intuit. Since then, the brand has exploded in popularity. For most, Death Wish Coffee is available via mail order from either Amazon or Death Wish Coffee’s own website. In the Albany, N.Y. area, Death Wish Coffee can be found at local grocery stores such as Price Chopper or Market 32. In addition, licensing has resulted in Albany Distilling Co. producing Death Wish Vodka (a blend of 70 percent vodka and 30 percent Death Wish Coffee), while Saratoga Brewing Co. sells two different beers that contain Death Wish Coffee beans.