Where Is Victory Coffees From Shark Tank Today?

While "Shark Tank" has been the jumping pad for a lot of great businesses, some of the most successful have come from business models the panel of sharks rejected completely. For example, take the success the three DeCicco brothers found after their unsuccessful pitch on the show for their ultra-healthy Super Coffee, per Forbes. While no shark took them up on their offer, per the Shark Tank blog, the trio now have their products in more than 40,000 stores (per the Super Coffee website). 

Another unique coffee brand, Victory Coffees, made waves in episode 813 of "Shark Tank." Appearing on the show in 2017, Victory Coffees was a business spearheaded by former Navy Seal sniper Cade Courtley, per the Shark Tank blog. The main idea of his product was to sell gourmet coffee through a subscription service that delivered coffee straight to customers' doors. Courtley leaned on nostalgia to build his brand (the company logo was a Rosie the Riveter-like character), and he had aspirations for the company to be completely veteran-owned and operated. All of Victory Coffees' products were organic, and at only "a buck a cup," the subscription service was affordable, too.

According to Victory Coffees, Courtley was inspired to start this business because drinking a cup of coffee brought a few moments of normalcy to the battlefield. So, what did exactly did the sharks do with this veteran's idea?

According to the Shark Tank blog, Victory Coffees founder Cade Courtley asked the sharks for $250,000 for 20% of his company. 

While the sharks liked the taste of his products, they couldn't get on board with the business model, with Mark Cuban arguing that Courtley was taking on too much at once. (The former Navy Seal had an ambitious plan to sell his products to both consumers and businesses directly, and he wanted to operate with a sales team made up solely of veterans.) The panel liked his product, but no shark approved his offer.

But while the sharks rejected Courtley's idea in 2017, he was still able to build his business. And per the Victory Coffees website, the company is still doing well today. According to the Shark Tank blog, the company has an estimated annual revenue of $3 million, as of September 2022.