Death Wish Coffee labels itself as "the responsible coffee company with an irresponsible product." Why?

Death Wish is the self-proclaimed "world's strongest coffee" with 200% more caffeine than the traditional dark roast - "an irresponsible product." The upstate New York roasters are also an eco-friendly company - "responsible coffee company."

Death Wish came about "to find a coffee that is not only dark, rich, bold and flavorful but also has high caffeine content" according to the brands founder. As any coffee head knows, traditional high-end dark roasts (the ones you'll find at the likes of Starbucks) are made from Arabica beans, which have less caffeine than the swill roasts made with Robusta beans that you'd find at a late night diner.

Related: Grab a Cold One: Grady's Cold Brew Coffee

Additionally, when Arabica beans are dark roasted a bunch of the caffeine is cooked out. Death Wish has fixed the problem, although they wont say how, with an Arabica roast that's organic, fairly traded and shade grown. 

At $19.99 per pound, could Death Wish be an alternative to an adrenaline shot? It certainly sounds like it could be.

[via AdWeek]