Keats & Co.: the brothers' coffee and tea brand fighting tuberculosis (2024)
project history · status: running · last event: milestone (2026-03-17)
Keats & Co. is the brothers' coffee and tea brand. Its profits fight tuberculosis. It launched its teas to Nerdfighteria in June 2024 and officially launched in September 2024, when the Awesome Coffee Club was rebranded as Keats & Co. and began shipping to Europe. By September 2025 it had raised over $1 million for tuberculosis care.
Parts: Hank asks viewers to sign up for Hank's Tea Experience, a Keats & Co. tea subscription, before sign-ups close (2025) · John asks viewers to subscribe to Keats & Co. before World TB Day to receive his Ode on a Grecian Urn reading (2026)
Told alongside: Partners In Health's comprehensive TB care project in Lesotho (search, treat, prevent), backed by Keats & Co. (2024) · Awesome Coffee Club: the brothers' coffee subscription for charity (2022) · Awesome Socks Club: monthly sock subscription (2016)
About: Keats & Co.
| date | event | what | video |
|---|---|---|---|
| 2024-06-18 | launched | Keats & Co. fully debuts later this year (2024) but launches to Nerdfighteria now with green, mint, chai, Earl Grey and other teas, plus a strainer, all carefully sourced. | The Tea 00:04:22 |
| 2024-09-06 | milestone | The brothers are rebranding the Awesome Coffee Club as Keats & Co., a coffee and tea brand; Hank says the tea is great and reviews are coming in. | I feel like I can't talk about this… 00:02:26 |
| 2024-09-10 | milestone | To support the project they officially launch Keats & Co. today: the Awesome Coffee Club rebrands as Keats & Co. Coffee, adds tea, and ships to Europe. | The world will change. 00:03:24 |
| 2024-10-30 | milestone | John shows the new Keats & Co. coffee design: formerly the Awesome Coffee Club, renamed because its money supports TB care; its dark roast is lighter than Starbucks's. | Sipping the Tea with Hank 00:29:11 |
| 2024-11-08 | milestone | Hank says he often responds to situations like this with work, and this week (week of 4 November 2024) made a very dumb tea quiz to help people pick a Good Store tea. | These Maps are Lying (if you let them) 00:05:49 |
| 2024-11-19 | milestone | The coffee has over 10,000 subscribers and has raised over $580,000 this year (2024), with steady growth helped by now shipping to Europe. | Let's Talk about Money 00:02:42 |
| 2025-09-05 | milestone | Hank announces Hank's Tea Experience, which he created: a six-month Keats & Co. loose-leaf tea subscription with a different tea each month and a video of Hank preparing and drinking it. | Caffeine is Very… 00:06:10 |
| 2025-09-09 | milestone | John says he is glad that Keats & Co., "this little coffee and tea company", has now raised over $1 million for life-saving tuberculosis care in impoverished communities. | Sorry, Hank, but Coffee Is Just Better 00:03:53 |
| 2025-11-24 | milestone | John presents Keats & Co., a coffee and tea company supporting comprehensive TB care in Lesotho: peppermint and Blooming Wild Black teas, Octavia and Calypso coffees, Paradoxica decaf, teacups and a tea strainer. | Good Store Holiday Gift Guide LIVE with Hank and John 00:02:03 |
| 2026-03-17 | milestone | John says Keats & Co. delivers coffee and tea to your home and donates 100% of the profit to fight tuberculosis in impoverished communities. | Tuberculosis and Hank's Shingles 00:04:44 |
What is said about it
23 statements, by date (the events above are the turns of the thread; these are the details).
- 2024-06-18 · The Tea — announcement: In a channel comment John says the tea is currently only available in the U.S. and Canada, for freshness reasons. — creator comment
- 2024-06-18 · The Tea — ask: John: A link in the doobly-doo and an offer code give 50% off the first tea subscription order. — 00:04:52
- 2024-06-18 · The Tea — John: When John Keats died of TB in 1821 nothing could stop it, but in the 200 years since around a billion people have died of TB, and now we have the tools. — 00:04:52
- 2024-09-10 · The world will change. — announcement: John: Keats & Co.'s coffee supports farmers working to reverse deforestation, and its tea is back in stock. — 00:03:24
- 2024-09-10 · The world will change. — announcement: John: All profits from Keats & Co. will support comprehensive tuberculosis care in Lesotho and beyond. — 00:03:53
- 2024-09-10 · The world will change. — John: Since the soft launch to Nerdfighteria a few months ago, Keats & Co. and the Awesome Coffee Club have raised hundreds of thousands of dollars for TB care, which they see as just the beginning. — 00:03:53
- 2024-09-10 · The world will change. — ask: John asks viewers to check out Keats & Co., which covers coffee from K-cups to decaf and tea from Earl Grey to herbal. — 00:03:53
- 2024-09-10 · The world will change. — John: The company is named after poet John Keats, who died of TB in 1821 aged just 25 and often referenced TB, famously writing in Ode to a Nightingale that youth grows pale and spectre-thin and dies. — 00:04:23
- 2024-09-10 · The world will change. — John: Nothing could be done for Keats or the millions who died of consumption in 1821, but that is no longer the case. — 00:04:23
- 2024-09-10 · The world will change. — announcement: John: They want to be a tiny part of that by making absolutely incredible coffee and tea that also make the world better; John points to commenters' praise. — 00:05:21
- 2024-10-30 · Sipping the Tea with Hank — ask: John reminds viewers they still need to buy the coffee at Keats & Co., which he calls amazing. — 00:18:26
- 2024-10-30 · Sipping the Tea with Hank — John says Hank did the tea taste testing and he did the coffee, with company-wide coffee taste tests at Complexly and DFTBA. — 00:40:10
- 2024-11-19 · Let's Talk about Money — John says coffee grown and roasted by fairly treated people turns out to be far better than grocery-store coffee. — 00:02:33
- 2024-11-19 · Let's Talk about Money — John: The coffee has done even better since the rebrand to Keats & Co. and the addition of tea, which has raised over $60,000 since launching in August. — 00:02:57
- 2025-04-18 · I Still Don't Have Cancer (and I'm Still Scared) — ask: Hank asks John, and viewers, to buy the discounted Good Store Mother's Day bundle (Keats & Co. Evensong Chai, a Sun Basin citrus candle, Garden Party soap, hand balm) before Monday so it ships in time. — 00:06:37
- 2025-08-19 · The Problem with My Brother's Hit New App — John bought the John Bean for $5.99 to support the app and jokes that it is a 70-year-old bean, though it drinks Keats & Co. coffee and its shirt is on point. (playful) — 00:02:40
- 2025-09-09 · Sorry, Hank, but Coffee Is Just Better — ask: John offers viewers who have not tried the coffee 11% off their first order with the code BEANSRULE. — 00:04:23
- 2025-11-24 · Good Store Holiday Gift Guide LIVE with Hank and John — announcement: Hank: Reading a review of his Tea Experience, Hank checks the store and finds it can no longer be bought, which Elgin confirms; its teas and a tea taster remain available. — 00:17:39
- 2025-11-24 · Good Store Holiday Gift Guide LIVE with Hank and John — John says each morning he drinks one cup of their coffee as two espresso shots with hot water, then their Bright Star Breakfast Blend tea so he doesn't over-caffeinate. — 00:18:44
- 2025-11-24 · Good Store Holiday Gift Guide LIVE with Hank and John — announcement: John explains where purchases go: Keats & Co. coffee and tea supports TB care in Lesotho; socks, underwear and Sun Basin Soap support the Maternal Center of Excellence; EcoGeek supports the Coral Reef Alliance. — 00:24:21
- 2026-03-17 · Tuberculosis and Hank's Shingles — John says the company is named for John Keats because he died of tuberculosis at the age of 25. — 00:04:44
- 2026-03-17 · Tuberculosis and Hank's Shingles — ask: John: For World TB Day Keats & Co. has an unusual giveaway: subscribers before World TB Day receive John reading Ode on a Grecian Urn and explaining why it is important and poignant. — 00:05:13
- 2026-03-17 · Tuberculosis and Hank's Shingles — John's favorite Keats poem says that though all humans die, art lasts forever; John disagrees, since art also dies, but forgives Keats, who wrote it at 23. — 00:05:13