In this post, we cover our interview for our "Together Talks" campaign, with Grim Reaper Coffee Co. and Co-Founder and CEO, Sam Mandracchia. Welcome to their world of unapologetically bold canned coffee. They are not just another caffeine fix - they are a statement, a lifestyle, and a revolution in a can. As a family-owned canned coffee company, they are more than just a business - they are a passionate collective of individuals who believe in challenging the norm. They were tired of shitty coffee that lacked originality and real character. They saw an opportunity to disrupt the coffee industry by creating a brand that embodies the spirit of counter culture, freedom of expression, and unfiltered creativity. Join the Grim Reaper and Wake The Soul.
"Together Talks" feature # 142: Grim Reaper Coffee Co. presented by KLS - Dedicated Logistic Services for Excellence -Driven Businesses In The USA
Reflect on a goal you set and how it made you feel to accomplish it? Goals for upcoming year + Next phase of the company?
How have you dealt with being one of the faces of the company? What have you learned from being an entrepreneur? What is the next thing you need to develop as a leader? What aspect of entrepreneurship do you appreciate the most? Share a mistake and what you learned from that experience? What is your why?
Story of how it was created?
I started this company with my two brothers and sister. The idea happened in November 2022, and we had cans produced in March of 2024. Our biggest thing was that we are obviously big coffee drinkers and everything was just kind of getting more expensive. The lines at say Starbucks, even using the apps, you're still waiting there for 20 minutes. We started to go to the ready to drink coffee and most of it was sugary and just didn't appeal to us. We like black coffee and we wanted to create a type of coffee that had the energy behind it. That's why we have 200 milligrams of caffeine in each of our cans and that's really why we started the company.
Meaning behind the name?
We wanted to create a brand that would appeal to our target audience. We're from Salem, Massachusetts, Halloween is big here. We wanted to have a darker logo and all that connection. We wanted to attract the blue collar workers, the young college kids, the mom and dad's that still listen to Black Sabbath and reach that target. That is how we settled on Grim Reaper Coffee Co.
What separates your company from the competition?
The 200mg of caffeine. I know a lot of other coffee companies have extra caffeine in it, but we put it big and red right on our can. That paired with the colors and the packaging differentiates us. Because there's just nothing else that we've seen on the shelves, so it helps our cans pops-more. Most of the other coffees and everything use bright colors, so it works for us that we can be different while being true to our brand.
What have been the biggest challenges?
The biggest challenge has been raising capital. It gets to a point where you start to aet all these orders coming in and and you're running through your pallets that you have made and now it's it's starting to get to the point of ramping up. The capital plays a huge factor in making sure everything keeps running smoothly.
The other challenge has been finding the right co-packer on the manufacturing side. We experienced many troubles due to finding the right partner. Just trying to figure out what we had. Our first formula that we used, we had everything set with the co-packer with the ingredients and the formula was completely wrong. We had to throw it out, that was a learning experience. Then recently, we had formulation problems that we're fixing to make sure our quality is met.
Finding a co-packer that you can create this relationship with is imperative. That helps you get through all these problems that most startup companies deal with is probably the other hardest challenge in our space.
Reflect on a goal you set and how it made you feel to accomplish it?
We wanted to be in a major supermarket within our region, the northeast. I don't want to say the name yet, but we've had the interviews, they've tried the coffee, they're going to take us on in the spring of next year and then we'll announce it. That was our biggest goal and it was exciting.
Goals for upcoming year + Next phase of the company?
Our goal is to bring more products to market. We envision including flavored coffee as well. We will keep our unsweetened line going as that is how we started and we plan to introduce two new flavors, hazelnut and French vanilla. We also plan to introduce a latte line down the road.
How have you dealt with being one of the faces of the company?
It's difficult and it's a lot of pressure. I take responsibility, I guess that is the biggest part.
We have made mistakes as we have built this company, being one of the founders means taking responsibility and figuring out how to rectify that decisions. Learning from the mistakes has been one of the hardest challenges for me personally. When you are working with family there is that added element that can cause stress and strain, but we all communicate and work to remain on the same page.
What have you learned from being an entrepreneur?
I've learned that once you get an idea, you need to really think about how you can execute this idea instead of jumping into. Because once you jump into it It's very hard to fix if the idea fails. So whether it is marketing or spending capital or any other idea, make sure to do your due diligence. Think how is this going to help your company and break it down from every vantage point. Make sure the investment is worthwhile to help propel your business going.
What is the next thing you need to develop as a leader?
I've grown by listening. It's very hard because I want to have things done my way, and I think that I'm right, but I know that's not the case. Being able to listen to your team and make sure that everybody has a fair chance of trying to progress this company is essential. It's not just what I say goes, it has to be what everybody agrees on and pulling in the same direction.
The next thing we're going to develop is making more relationships throughout this business because everybody wants to help in this company. When you make a relationship, you don't know how it's going to grow. Maintaining the relationships I cultivate is what I need to really grow on.
What aspect of entrepreneurship do you appreciate the most?
I like being able to see that something that was just an idea first and what we can turn it into. This started as a concept, then an idea, until we had a product. Now we can walk into a store and see it on the shelves or watch customers walk out with our product, it is an incredible feeling.
Share a mistake and what you learned from that experience?
None of us came from an entrepreneurial background, especially in CPG. We have learned and figured it out as we went. We were trying to find formulators to create what we had. We learned the hard way that companies can and will take advantage of you if you aren't prepared. We didn't do our research and had to navigate those mistakes.
What is your why?
It's for my family. I wanted to build something that can be passed down or leave a legacy. I'm hoping this will be around for as long as I want it to be. I'm putting everything I possibly have into making this work. So I don't see failure as an option.
If you had a magic wand, what is the one thing you'd change about your industry?
I would make it so that there's more smaller companies with shelf space instead of the big companies, because they're the ones that are really just controlling the market.
it's very hard for a small company to be able to really break into market. Fortunately smaller grocery stores are more willing which is great, but when we go to convenience stores and national chains, it's nearly impossible.
Do you have a moment that brings you the most joy?
We ran into a lot of problems in getting our product done, the delays we're killing us. When we were finally at the manufacturer and able to hold our product, it was surreal. If I go back and think about the first time they handed me that first can off the line, that was one of the greatest feelings.
Piece of Advice
When you go to start a company, you need to have a team around you. It's going to be very difficult to do things yourself. Have the right team around you that will help you grow. Nothing is going to happen overnight. That's another thing that was hard for me to learn, I want things done and I want them done right now. I'm very impatient. Learning patience and just keep driving when you go through those failures. You have to find way to make sure that you can still come out on top through those failures and keep going. A lot of people just give up. If you want to get into this business, you have to be ready for a rollercoaster of emotions.
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In Closing
KLS wants to thank Grim Reaper Coffee Co. and Co-Founder and CEO, Sam Mandracchia, for today's "Together Talks" feature. Follow along for their journey with their social handles below!
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