My experience with Coffee Off was similar. Hours after spilling morning joe on a linen canvas tote, I treated the bag with several shots of the remover. In minutes, my brown blob was completely gone; all that was left was a patch that looked like it'd gotten hit by some rain.
In short, I've become a complete believer in Wine Off and Coffee Off stain removers.
Not only are they effective but, at $12.85 for both (including shipping), both also boast a much lower unit price than other red wine and coffee stain removers. My only request: that they start offering Shout-style on-the-go wipes, stat! What are your stain removal methods