Schema.org AuditFood + Beverage

Death Wish Coffee — Schema.org / JSON-LD audit

Death Wish Coffee's storefront grades C (67/100) across homepage, PDP, collection and blog. No critical or warning findings.

C

Schema score · 67/100

28 checks evaluated

Live result · refreshed 2026-05-29

www.deathwishcoffee.com
Screenshot of Death Wish Coffee's Shopify storefront

About Death Wish Coffee

Founded 2012 · US

Mike Brown started Death Wish as a small coffee shop in upstate New York and stumbled into a national brand when his "strongest coffee in the world" branding caught on. The company won Intuit's Small Business Big Game ad in 2016, getting a free Super Bowl 50 spot that pushed brand awareness past anything its budget could have bought. Sold the company to Sailwind Capital in 2021 but remains hands-on.

Public scale markers

Disclosed in filings, acquisitions or named press reporting — not estimates.

  • 01Acquired by Sailwind Capital (2021)
  • 02$60M+ revenue range (latest reports)
  • 03Super Bowl 50 commercial (2016, won via Intuit contest)

Notable for the schema.org audit

Long-time Shopify tenant with an unusually heavy reliance on direct-mail + subscription playbooks. The post-2021 stack rebuild by the new owners makes it an interesting before/after Schema + apps reference.

Per-page schema on Death Wish Coffee

JSON-LD blocks + Schema.org types detected on each canonical Shopify page type.

  • Homepage

    2 blocks

    Types: Organization, WebSite

  • PDP

    2 blocks

    Types: Organization, Product

  • Collection

    1 block

    Types: Organization

  • Blog

    0 blocks

    No JSON-LD detected on this page type.

Open findings

Top 6 of 6 non-passing checks. Open the live tool to see every check + copy-paste-ready Liquid fix snippet for each.

  • Homepage: BreadcrumbList schema presentrecommended

    Adds breadcrumb rich result to search listings — boosts SERP CTR.

  • PDP: BreadcrumbList schema presentrecommended

    Adds breadcrumb rich result to search listings — boosts SERP CTR.

  • Collection: BreadcrumbList schema presentrecommended

    Adds breadcrumb rich result to search listings — boosts SERP CTR.

  • Collection: ItemList schema presentrecommended

    Helps search engines understand collection-page contents as a structured product list.

  • PDP: AggregateRating schema presentrecommended

    Star ratings in search listings — drives CTR more than any other rich result.

  • Homepage exposes at least 3 distinct schema typesrecommended

    2 types: Organization, WebSite

What this Schema grade reveals

C-grade signals meaningful structural gaps in Death Wish Coffee's storefront Schema. The most common pattern at this grade band is missing Product schema fields (offers price + currency + availability), conflicting Review schema from two apps (Loox + Judge.me both writing AggregateRating), or no BreadcrumbList — fixable in an hour of theme.liquid work.

Cross-check with the App Stack Detector to see which Schema-emitting apps are installed — most Schema problems on Plus tenants come from conflicting Review schema between Loox + Judge.me + the theme rather than missing apps.

Run live

These results refresh every 24 hours. To re-run the analysis right now — or to analyse a different storefront — open the live Schema.org Audit with ?url=www.deathwishcoffee.com preserved.

Open the live Schema.org Audit

See Death Wish Coffee's full storefront analysis

See all apps installed Identify the theme Grade the llms.txt

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