Founder Interview With Cason Crane, Explorer Cold Brew
Explorer Cold Brew is a brand redefining the cold brew coffee experience by offering customizable caffeine levels. With its innovative brewing methods and commitment to quality, Explorer Cold Brew has quickly become known for its flexibility and high standards.
Leading the way is Cason Crane, the entrepreneur who founded Explorer Cold Brew during the 2020 pandemic. Crane was inspired to start the brand after struggling to find a decaf cold brew option that suited his needs. He built the business on his values, embracing pride and actively partnering with LGBTQ+ groups to support queer-friendly initiatives. Crane's passion for his company and the LGBTQ+ community is evident in everything Explorer Cold Brew does. We loved hearing his story and learning about the deeply personal challenges he experienced while launching and running the business.
Read on for the full interview!
Can you share the inspiration behind Explorer Cold Brew and how you got started?
Absolutely. The idea for Explorer Cold Brew was born out of a personal need. It was March 2020, and I was stuck in my Brooklyn apartment during the pandemic lockdown. My therapist suggested finding a hobby, and as an extrovert struggling with isolation, I decided to brainstorm product ideas. I was drinking a lot of cold brew coffee during this time, but I couldn't find a decaf option. My husband was getting frustrated with my sleepless nights, so I searched for decaf cold brew online but found nothing. That was the lightbulb moment—I realized there was an opportunity to create a product that offered customizable caffeine levels. I started Explorer Cold Brew to meet this need and give people a choice.
Photo Credit: Explorer Cold Brew
What does your creative process look like when considering new products or campaigns?
My creative process combines research and personal preference, or what I call "research and me-search."
I typically start by identifying something that I would personally enjoy and then validate it with customer feedback and surveys. For example, while I prefer my coffee black, I discovered through surveys that many of our customers add sweeteners or milk. This led us to develop flavored syrups to cater to that preference. I believe in constantly engaging with our customers to understand their needs and use that insight to guide product development and marketing campaigns.
What is one challenge you have faced as the Founder of Explorer Cold Brew, and how did you navigate it?
One significant challenge I faced was dealing with depression. As someone who is usually upbeat and energetic, I was surprised by how isolating and overwhelming entrepreneurship could be, especially as a solopreneur. I initially tried to manage it through healthy habits like exercise, therapy, and a balanced diet, but it wasn't enough. Eventually, I sought medical help and started on Prozac, which was life-changing. It taught me that there's no one-size-fits-all approach to mental health, and finding what works for you is crucial. Being open about my struggles has also helped me connect with others who might be going through similar experiences.
When you think about the long-term vision for Explorer Cold Brew, what does that look like?
My vision for Explorer Cold Brew is to become a household name, providing products that enhance people's daily lives. I want us to be known for our customizable caffeine levels and innovative flavors, with a presence not just in the U.S. but internationally as well. Ultimately, I want Explorer to be a brand that people can rely on to bring a little extra joy and energy to their day.
Photo Credit: Explorer Cold Brew
Tell us about one of your values and how you’ve incorporated it into your brand?
A core value for me is pride—pride in who I am and what my business represents. From the start, I wanted Explorer Coldbrew to be open about being LGBTQ+ owned and operated. We got certified by the National Gay and Lesbian Chamber of Commerce (NGLCC) and have actively partnered with LGBTQ+ artists, brands, and organizations. We've sponsored events like queer country singer Orville Peck's Pioneertown Rodeo and initiatives like Bad Pony Racing, a gender-inclusive cycling team in New York.
It's all about embracing and using our identity to make a positive impact.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Don't be afraid to embrace a niche market. Sometimes, focusing on a specific segment can be more effective than trying to appeal to everyone.
If you find a niche that aligns with your interests and skills, lean into it. Make sure your messaging is clear and resonates with your target audience. The simpler and more focused your approach, the more effective it will be. And remember, being part of the LGBTQ+ community is a strength—use it to connect with others and build a supportive network.
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed, an increase in violence against our community, etc.)?
I try to focus on supporting those more directly impacted by these issues. My husband is on the board of the LGBTQ+ Center in New York, which provides crucial services to the community. I also sit on the board of the Petey Green Program, a nonprofit that supports educational services for people in prison and those re-entering society.
It's about using my privilege to help those who are more vulnerable and raising awareness about the challenges our community faces.
Taking care of myself involves staying active in these causes and finding ways to contribute positively.
What LGBTQ+ owned brands are your go-to and why?
I have a few favorites. Mmmly’s cookies are delicious and a guilt-free treat. Gay Water is another brand I love; their low-ABV drinks are refreshing, and their branding is spot-on. What sets these brands apart is that they offer high-quality products, and being LGBTQ+ owned adds an extra layer of connection for me.
Who is your favorite LGBTQ+ celebrity and/or icon, and why?
My favorite LGBTQ+ celebrity is Billie Jean King. She's a tennis legend and a trailblazer for gender equality and LGBTQ+ rights. Her activism and courage have significantly impacted me, and I admire her commitment to improving the world. Plus, her famous quote, "Pressure is a privilege," resonates with me as an entrepreneur. It's a reminder that our challenges can be opportunities for growth and change.
Can you share one fun fact about yourself?
Sure! A fun fact about me is that I competed on an Alaskan survival reality TV show called "Race to Survive: Alaska." It was an intense experience, especially since I had no contact with the outside world for two months. It was a unique challenge that pushed me to my limits but also incredibly rewarding.
Photo Credit: Nat Geo Channel
