Imagine sipping your coffee at the perfect temperature for hours without worrying about it being too hot or cooling down too fast. That’s the problem Coffee Joulies set out to solve. Created by mechanical engineers and childhood friends David Petrillo and David Jackson, Coffee Joulies are stainless steel “beans” filled with a phase-change material designed to regulate the temperature of hot beverages. When placed in a cup of coffee, these innovative capsules absorb excess heat when the coffee is too hot and release it back as the coffee cools, keeping it at an ideal sipping temperature for up to five hours.
The duo launched Coffee Joulies in 2011 through a Kickstarter campaign that raised over $300,000 in just 37 days—an impressive feat that showcased the demand for their product. Two years later, they took their invention to Shark Tank in Season 4, Episode 14, hoping to secure an investment that would help scale their business.
The Shark Tank Pitch: A Memorable Moment
David Petrillo and David Jackson entered the Shark Tank with confidence and a clear ask: $150,000 for 5% equity in their company, valuing it at $3 million. Their pitch was nothing short of captivating. They demonstrated Coffee Joulies’ effectiveness by serving coffee that had been poured three hours earlier but was still at the perfect drinking temperature. The Sharks were intrigued not only by the product but also by the impressive sales figures—$575,000 in revenue in the previous year with $50,000 in profit—and projections of $1 million in sales for the upcoming year.
The founders emphasized their partnerships with major retailers like Bed Bath & Beyond and OfficeMax, which further impressed the Sharks. A memorable moment came when all five Sharks expressed interest in the product, leading to competitive offers.
The Deal
After intense negotiations, Petrillo and Jackson struck a deal with Kevin O’Leary, Lori Greiner, Robert Herjavec, and Daymond John. The terms were unconventional:
- Investment: $150,000.
- Structure: A royalty-based agreement where the Sharks would receive $6 per retail unit sold and $3 per wholesale unit until their investment was recouped. Afterward, they would earn $1 per unit indefinitely.
Despite this promising agreement on air, the deal was never finalized after filming due to undisclosed reasons.
A Data-Rich Overview of Coffee Joulies
| Category | Details |
|---|---|
| Product Name | Coffee Joulies |
| Founders | David Petrillo and David Jackson |
| Season & Episode | Season 4, Episode 14 |
| Ask (Investment & Equity) | $150,000 for 5% equity |
| Final Deal | $150,000 with royalties ($6/$3/$1) |
| Shark(s) Involved | Kevin O’Leary, Lori Greiner, Robert Herjavec, Daymond John |
| Memorable Episode Moments | All five Sharks showed interest; interactive demo with coffee |
| Current Net Worth | Estimated at $5 million (as of 2023) |
| Current Business Status | Inactive; website no longer operational |
| Revenue Since Shark Tank | Over $1 million shortly after airing |
| Social Media Presence | Inactive since 2017 |
| Key Achievements | Kickstarter success; retail partnerships |
Post-Shark Tank Journey: Peaks and Valleys
Initial Success
The exposure from Shark Tank catapulted Coffee Joulies into the spotlight. Sales surged immediately after the episode aired. The founders shifted focus from retail and wholesale distribution to direct-to-consumer sales through their website. For a while, this strategy seemed to work as their products frequently sold out online.
Challenges Emerge
However, success was short-lived as challenges began to mount:
- Competition: Retailers like Bed Bath & Beyond introduced similar products that competed directly with Coffee Joulies.
- Operational Struggles: Scaling production while maintaining quality proved difficult.
- Market Saturation: The niche market of temperature-regulating products became crowded.
By 2017, Coffee Joulies’ social media activity ceased, and their website eventually stopped functioning. While some products remained available on Amazon for a time, they are now marked as “sold out.”
Where Are They Now?
As of January 2025:
- Business Status: Coffee Joulies is no longer operational.
- Founders’ Careers: David Petrillo is now a product designer at Peloton.
- Net Worth: The company’s estimated net worth peaked at $5 million before declining due to inactivity.
- Legacy: Despite its closure, Coffee Joulies remains a memorable Shark Tank story for its innovative concept and initial success.
Lessons Learned: Analyzing Coffee Joulies’ Journey
Coffee Joulies’ story is one of innovation and ambition but also serves as a cautionary tale for entrepreneurs. Here are some key takeaways:
What Worked
- Innovative Product: Coffee Joulies addressed a real consumer need with an ingenious solution.
- Effective Storytelling: Their pitch on Shark Tank was compelling and showcased both their product’s value and their business acumen.
- Initial Market Traction: Their Kickstarter success demonstrated strong consumer interest.
What Didn’t Work
- Sustained Innovation: They failed to evolve or diversify their product line in response to market trends.
- Scalability Issues: Transitioning from small-scale production to mass manufacturing posed significant challenges.
- Missed Opportunities: The inability to finalize the deal with the Sharks may have limited their growth potential.
Conclusion: A Legacy of Innovation
Coffee Joulies may no longer be available today, but its impact on the coffee accessory market is undeniable. It showed how creative problem-solving combined with effective storytelling could capture consumer interest and investor attention alike.
For aspiring entrepreneurs, Coffee Joulies offers valuable lessons about innovation, adaptability, and scalability. While their journey ended prematurely, David Petrillo and David Jackson’s invention remains a testament to what’s possible when passion meets ingenuity.
As we sip our coffee today—whether too hot or too cold—we can’t help but remember those shiny little stainless steel beans that promised us perfection in every cup. Cheers to Coffee Joulies: gone but not forgotten!