Death Wish Coffee Names Industry Veteran Steve Gardiner as New CEO to Fuel National Expansion
September 11 - 2025
Coffee Geography Magazine
Death Wish Coffee Co., the maker of the world’s strongest coffee and a leading name in the premium coffee category, has announced the appointment of Steve Gardiner as its new Chief Executive Officer. The strategic hire signals a new chapter for the brand, positioning it for accelerated growth and national scale.
Gardiner assumes the role with an impressive three-decade track record in the food and beverage industry, bringing a wealth of expertise in sales, brand strategy, and consumer packaged goods (CPG). His leadership is expected to be instrumental in steering Death Wish Coffee’s continued momentum as it expands its presence across the United States.
He joins the avant-garde coffee company from Nature’s Bakery, where he served as CEO and was a driving force behind its remarkable transformation into one of North America's fastest-growing better-for-you snack brands. Under his guidance, Nature’s Bakery rapidly ascended to become the fourth-largest snack bar brand in the market. Prior to that, Gardiner dedicated 24 years to industry titan PepsiCo, where he honed his skills driving growth and enhancing customer engagement for powerhouse brands including Quaker, Tropicana, and Gatorade.
Mike Brown, founder of Death Wish Coffee, expressed strong confidence in the new appointment. “When it comes to scaling CPG brands, Steve is a seasoned professional,” Brown said. “He stresses the importance of always starting with a deep understanding of your consumer and then bringing that to life digitally and across retailers and sales channels. This is critical to accelerating our velocity. Steve's strategic vision will be extremely valuable as we continue to grow our national footprint and introduce a steady pipeline of innovation to our dedicated community of coffee lovers and new fans.”
In his new position, Gardiner will leverage his extensive experience to broaden the brand’s reach and deepen its connection with consumers. He expressed enthusiasm about leading the company known for its bold flavor and audacious brand identity.
“I have long admired Death Wish Coffee Co.’s commitment to quality, its unique brand identity, and its passionate customer base,” Gardiner shared. “It's an honor to be given the opportunity to lead this team and build upon the brand's growth and success. I am excited to dive in and get to work with the team, expanding our reach and bringing the leading Fair Trade and Organic Coffee Brand to more consumers.”
This executive appointment comes at a pivotal time for Death Wish Coffee. The company has significantly expanded its retail footprint and can now be found on shelves in more than 25,000 stores nationwide. The move to bring on a CEO with Gardiner’s specific background underscores the company’s commitment to building a world-class team devoted to delivering a premium, uncompromising product that meets the evolving demands of today’s coffee drinkers.