Coffee companies marketing to truckers with ‘Trucker Speed,’ ‘Death Wish Coffee’

Updated Feb 21, 2016
Jittery Joe’s “Trucker Speed” coffeeJittery Joe’s “Trucker Speed” coffee

Two coffee companies are trying to appeal to truckers with their new brews.

Jittery Joe’s is now marketing a blend it’s calling “Trucker Speed” and is dedicated to and promoted by the rock band Drive-By Truckers. And, if you watched the Super Bowl last weekend, you may have seen a commercial for Death Wish Coffee, a brand that has been promoted by Lisa Kelly and Todd Dewey, two of the drivers from the hit reality show, “Ice Road Truckers.”

Jittery Joe’s, which is based in Athens, Ga., says its “Trucker Speed” is “… a blend of coffee originating from Colombia, Guatemala, Mexico, and Nicaragua … The final product is a well-balanced and sweet coffee with a smoky, nut finish.”

Even the can is special, featuring an illustration by Wes Freed, who has supplied art for many DBT projects and album covers. The price: $14.99 for 12 ounces.

Death Wish Coffee from Saratoga Springs, N.Y.Death Wish Coffee from Saratoga Springs, N.Y.

Up north, one small town coffee roaster is behind Death Wish Coffee, which bills itself as “The world’s strongest coffee.”

Roasted and served in Saratoga Springs, N.Y., Death Wish Coffee won a contest for a 30-second commercial during Super Bowl 50. The ad has had more than 3 million views on YouTube.

In the weeks leading up to the Super Bowl, “Ice Road Truckers” stars Lisa Kelly and Todd Dewey urged fans on their Facebook pages to vote for Death Wish Coffee in the contest sponsored by Intuit for the free ad. The price: $19.99 for 1 pound. (It also comes in K-cups.)