MAXIMIZING POTENtIAL FOR THE WORLD

We do what we do because it helps like-minded individuals achieve their full potential. We make lives better - one adventure, one mission at a time. We're an extremely passionate, motivated, and determined team that’s driven by the impact we have on the world. We live to give an experience to everyone who consumes us. This is what fuels us day by day.
Discover Black Insomnia

Made for those who work hard, play hard

We are for those who GET SH!T DONE.
Black Insomnia is for the people who fight for what they want in life. Those who strive to become the best version of themselves. The people who are driven by their goals and passions. We are for the work hard, play hard. The people who don’t make excuses. The people who have a special, unmatched energy that no one will likely ever challenge. The people who live a life true to who they are and cherish every moment of it. We are for over-achievers and future overachievers. Kick-ass is your nickname.
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Discover Black Insomnia

Get Sh!t Done

We Get Sh!t done and are for those who Get Sh!t done.
In order to maximise your potential, you have to put in the work and get your head in the game. That ideal life you envision for yourself? Fight for it. Fully immerse yourself. Put all your energy into what it is you want the most. It’s not easy, but it’s what makes you a superhuman.
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Discover Black Insomnia

Maximising Potential for the World

Our purpose
We do what we do because it helps like-minded individuals achieve their full potential. We make lives better - one adventure, one mission at a time. We're an extremely passionate and determined team that’s driven by the impact we have on the world. We live to give an experience to everyone who consumes us. This is what fuels us day by day.
Read more
Discover Black Insomnia

The Brand Story

Once upon a time...
A group of kick-ass individuals came together to make a difference for the world. A few things bothered them to the core. And they sure as hell aren't the type to sit around not doing anything about it, so they got straight to action.
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BLACK INSOMNIA
IS STRONG

Our purpose
We do what we do because it helps like-minded individuals achieve their full potential. We make lives better - one adventure, one mission at a time. We're an extremely passionate and determined team that’s driven by the impact we have on the world. We live to give an experience to everyone who consumes us. This is what fuels us day by day.
Our impact
We make our impact by helping people get sh!t done the all natural way. We don’t stand for the bullsh*t that’s found in artificial energy drinks. That’s why we’ve produced the 100% natural alternative.We make it possible for people to achieve maximum productivity while being healthy. Now, nobody has to consume crap to get the power-up they deserve. This allows everyone to become the best version of themselves.
Why does this matter to us?
It aligns with our values, it makes us feel good, and it gives us purpose.  For us, the journey is the destination. We feel good about what we do. And as long as we keep shouting about how we can help maximise potential for the world, we’re doing our part and we’re loving every second of it.
Alexander Sacken
COO
Alexander is the COO of our company and responsible for all aspects of operation, from sourcing of the coffee to packaging, and of course global sales and marketing. Being a father of 4 kids, Alexander is always trying to make the most of his time and hence aiming to find the most efficient ways to get sh!t done. When he found Black Insomnia in South Africa and bought the brand, he was convinced that extreme caffeine will help him get this shyte done, and so might many other people feel.
Jim Walker
Co-Founder & CEO
For Jim, life is about getting out there and doing things, and for this he needs motivation and energy. His motivation comes from doing things he truly believes in. His energy comes from the fuel he consumes. Black Insomnia plays a BIG role in both of these. Jim is massively motivated by being part of an awesome team that’s getting energy to motivated people in the form of Black Insomnia. AND he uses Black Insomnia as his own source of energy. NOW THAT’S WHAT WE CALL A “WIN WIN”!!
João Costa
Global Head of Marketing
João is our Global Head of Marketing and a roller coaster personified. He loves the adrenaline rush of taking risks and doing new things. He enjoys playing tennis and squash, restoring all sorts of things and, surprisingly, loves pottery. Although he lives by the sea, on the coast of Portugal, the only thing he's good at surfing is the fifth wave of coffee. With us, he's focused on building a global brand that inspires everyone.
Katharina Eldtmann
Head of Business Development and Supply Chain
Katharina is always curious about optimizing the processes on how our products can get to you in the smoothest way possible. She is constantly looking around for new ideas on how to develop our products and brand further. No sales channel is too far, no idea too whacky. With the extra energy from a smooth cup of Black Insomnia every morning, she goes above and beyond her own limits so everyone in the world can enjoy the true caffeine kick they deserve.
Keith Davis
CFO
Keith has a record of success in helping businesses achieve profitable growth and adding value. Board level and general management experience in the UK and worldwide. Analytic, with strong commercial acumen and proven ability to effect change. A problem solver.
Marian Rita
Customer Service and Supply Chain Assistant
Marian works in the Black Insomnia team as a Customer Service and Supply Chain Assistant. She is Spanish and loves working in an international environment. She has lived in different countries and is passionate about people and languages. This requires many hours of study and high concentration which she received with the help of a good caffeine kick.
Veronica Aranda
Digital Marketing Manager
Veronica’s role at Black insomnia is to provide an amazing digital experience for you and get you motivated. She's a creative and strategic thinker and loves encouraging others to become the best version of themselves. Of course, she starts each day with the ultimate caffeine kick so she can get sh!t done with razor-sharp focus. With all her extra energy, she spends her free time exploring the world and learning new languages.

THE HEART
OF BLACK Insomnia

meet the team
HOW IT STARTED

OUR ORIGIN

In 2016, our founder, Sean Kristafor, felt it was about time we offered something quite unordinary, above average, stronger, darker, and with an edge.
He managed to produce the brilliant beans that changed the game. Black Insomnia was then born and debuted in South Africa with the vision of rebooting the coffee industry. In 2018, Black Insomnia with proven to have 4x more caffeine than the average cup of coffee. With an incredible 1105 mg of caffeine tested via liquid chromatography in a German-based laboratory, Black Insomnia came out on top of all those reviewed. That’s four times stronger than the average cup of coffee. Now the high-caffeine world is our playground.

2016

Established by Sean Kristafor in Cape Town

2018

- Improved recipe (achieving 1105mg of caffeine)
- Improved packaging (not mere labels, but full printed bags)
- Improved new packaging (tin of ground coffee)

2019

- Relaunched in the US (web shop and amazon)
- Launched in Czech Republic, Poland, Russia, and South Africa via distributors

2020

- Expanded product portfolio (Nespresso pods, pour-over bags)
- Launched UK operation (webshop and amazon)
- Launched in Dubai-Introduced distributor in the US and sold the webshop to him

2021

Launched in Australia, Germany, and Canada

Today

Currently maximizing potential for the world.