Imagine being in the middle of a chaotic day, craving a moment of peace and normalcy. For former Navy SEAL Cade Courtley, that moment often came in the form of a great cup of coffee, even during the unpredictability of military life.
Inspired by this, Victory Coffees was born, offering premium, ethically sourced blends delivered straight to your door, ensuring every coffee lover can enjoy a comforting brew no matter the circumstances.
Victory Coffees was founded in 2015 by Cade Courtley, a former Navy SEAL, with a simple mission: to deliver high-quality coffee that provides comfort, even during life’s most chaotic moments.
The subscription-based service quickly stood out for its ethically sourced blends and military-inspired branding. It offered customers a unique combination of premium coffee and patriotism.
As a veteran-owned business, Courtley drew on his military background to create a brand that prioritizes quality, ethics, and service.
In January 2017, Courtley brought Victory Coffees to Shark Tank during Season 8, Episode 12, seeking $250,000 for 20% equity.
While the Sharks admired the coffee and Courtley’s dedication, they were hesitant about the crowded market and the challenges of scaling the business.
Courtley left without a deal, but the exposure sparked rapid sales growth. The company reached $1 million in sales shortly after the episode aired.
Victory Coffees Net Worth and Updates After Shark Tank
Following the show, Victory Coffees expanded its product line to include insulated mugs (Victory Canteens) and a broader range of coffee blends. Courtley also focused on giving back.
He launched initiatives like donating coffee to VA hospitals and encouraging customers to connect with veterans through the “Victory Challenge.”
Although Starbucks held exclusive contracts with VA hospitals, limiting Victory Coffees’ reach, the company stayed committed to its mission. Victory Coffees remains independently owned, with no reported acquisitions.
Customer feedback has been positive, earning the company a 4.8/5 rating on Facebook and 3.8/5 on CrateJoy. However, some customers mentioned shipping delays and issues with customer service.
Social media activity slowed significantly after 2021, with posts shifting toward political and social commentary by 2023.
By 2022, Victory Coffees’ revenue had climbed to $3 million, solidifying its position as a million-dollar brand.
As of 2025, the business is still operational, though its reduced marketing efforts suggest a focus on maintaining its core audience rather than aggressive growth.
Victory Coffees Pitch on The US Shark Tank [Info Card]
| Company name | Victory Coffees |
| Product | Subscription-based coffee service |
| Episode | Season 08 Episode 12 |
| Founder | Cade Courtley |
| Asked for | $250,000 for 20% equity |
| Final deal | No Deal |
| Shark | None |
| Location | Austin, Texas, United States |
Don’t miss these product from Season 08
Victory Coffees Founder
Victory Coffees was founded by Cade Courtley in 2015. The owner of Victory Coffees is Cade Courtley. He has a background as a U.S. Navy Seal and a CIA contractor.
Additionally, he hosted the Spike TV show Surviving Disaster in 2009 before starting Victory Coffees. Victory Coffees’s founder, Cade Courtley, has a net worth of 3 million USD as of 2025.
Key accomplishments
| Year | Accomplishment |
| 2017 | The company hit $1 million in sales by the end of 2017 |
| 2017 | The company appeared on Shark Tank Season 08 |
| 2022 | As of 2022, the company made $3 million in annual revenue |