Jot – Coffee Brew by Alexander Gornyi


The post was originally published in Russian on Startup of the Day. Alexander kindly agreed to republish what we think is of great value to our readers.

Remember the strongest coffee you ever had. Now imagine it became even stronger. And even stroner. And now two more times stronger. Now let’s mix it with water. If we get the right proportion, now we should get regular coffee.

The thought experiment illustrates the idea of Jot, the American startup of the day. Its broduct is  not unlike tea brew for coffee. Super strong drink is sold in 200 ml bottles. Buyers dilute a spoonful of Jot in a cup of hot water or milk – and supposedly they get thetaste of a real espresso or latte.

If you buy one bottle, 200 ml cost 26 dollars, subscription is a little cheaper. The startup advises to share it in 14 big cups.It is incredibly expensive compared to instant coffee. A random can on Amazon gives you 15x cheaper portins. But the real taste is worth any price, and if you compare to coffee shops – this is practically a present.

The startup brought in USD 6M in its recent round – somebody believes in the concept.

#rounda #d2c #offline #usa

Translation: Kostiantyn Tupikov


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