The Global Crisis Behind Your Cold Coffee Can

Added: 2026-05-25

[00:00:00]Nobody tells you this about where your cold coffee can actually comes from. Our cans come from Kuwait, Malaysia, Sri Lanka. Been this way for years. The kind of thing you stop thinking about until the day you absolutely can't.

[00:00:14]And that day came the US-Iran conflict.

[00:00:17]For most people, it's a headline. For us, it was a supply chain earthquake.

[00:00:22]Because the shipping route from Kuwait runs through a conflict zone and our summer inventory is on that route.

[00:00:28]You plan for demand spikes. You plan for competition. You don't plan for a geopolitical crisis affecting your entire supply chain in the middle of your biggest quarter. Two months of inventory. Three months of peak season.

[00:00:41]You do the math. But here's the thing about building a brand like this. You don't get to pause. You find a way.

[00:00:47]Then something moved. A re-route started looking possible. The timeline looked better. Not promising, but better. Funny thing about a crisis, in the moment it's just chaos. But the truth is, that's where the real lesson lies. The lesson?

[00:01:01]In quick commerce, supply chain is the foundation. Nothing else matters if the shelf is empty. And our edge in the game? It's the people. The team that figured out the re-route, ran the numbers at midnight, and kept the shelves stocked. That's the business.

[00:01:15]You can't plan for a war in the Gulf, but what you can do is build a team that moves when the world tries to break it.