We're proud to lead the Pre-Seed round for First Tee Coffee and support them with operational firepower as they build the beverage brand golf has been waiting for.

At Devoto Ventures, we look for founders with vision, products with emotional pull, and categories that are overdue for a shakeup. When we met the team behind First Tee Coffee, it wasn't just their product we loved—it was their entire swing.

A New Kind of Golf Brand

First Tee Coffee sits at the intersection of two powerful markets: premium coffee and the golf lifestyle. But this isn't just a coffee company for golfers—it's a modern beverage brand rooted in a deep understanding of the game's culture, rituals, and community.

Golf is changing. It's younger. It's more diverse. It's less buttoned-up and more expressive, influenced by fashion, social media, and a new generation of creators and athletes. Yet for all that evolution, most of the products in the golf space still feel... dated.

That's where First Tee Coffee comes in.

From the branding to the product experience, First Tee speaks to the next era of golf—one that values individuality, wellness, and modern design. It's cool without trying too hard. Premium without feeling exclusive. Functional without losing flavor.

More Than a Vibe: A Functional Product That Delivers

At its core, First Tee is a great product. Clean energy, zero crash, thoughtfully formulated ingredients—and most importantly, it tastes really good. Whether you're heading to the course, the gym, or the office, it's a beverage that delivers clarity, focus, and calm confidence without the jittery aftermath of traditional energy drinks or sugary canned coffees.

The packaging is sleek and shelf-ready. The formulas are clean and functional. And the brand voice is magnetic. Everything from the flavor names to the merchandising choices reflects a deep attention to detail and a clear creative POV.

First Tee understands that good beverage brands aren't just sold—they're adopted. They're chosen again and again not just for what's inside the can, but for what the brand says about the person holding it.

A Brand Built With Intentionality

What impressed us even more than the product was the team's approach. The First Tee founding team is as intentional as they are ambitious. They aren't racing to spray-and-pray their way into every retail door. They're building selectively, focusing on high-impact placements, strong brand partnerships, and meaningful community touchpoints.

They're blending DTC savvy with IRL activations—from golf tournaments and creator collaborations to driving range pop-ups and locker room placements. This is how you build not just a beverage company, but a movement.

And they're doing it with clear unit economics, disciplined rollout plans, and a strong grasp of the modern CPG playbook.

Why Devoto?

Our goal at Devoto Ventures is to back standout founders with design-forward brands and help them go further, faster—not just with capital, but with operational firepower. First Tee Coffee is a textbook example of the kind of company we exist to support:

• Cultural timing: Golf is having a moment. The beverage space is wide open for a category-owning brand in this niche.
• Founders with taste and tenacity: The First Tee team has an eye for brand and the grit to execute.
• Emotional utility: This isn't just hydration. It's identity, aspiration, and ritual in a can.
• Expandability: The roadmap goes beyond golf, with whitespace across merch, supplements, content, and lifestyle partnerships.

Looking Forward

We're proud to lead First Tee's pre-seed round and support them as they bring a new energy to the game.

Whether you're on the first tee box, heading to a meeting, or just need that midday clarity—this is the can you'll want in your hand.

Let's play through,

— The Devoto Ventures Team