1. To make the brine: Add the brown sugar, salt, and bay leaves to a large bowl. Pour 1 cup of warm water over the sugar-salt mixture, whisking until the sugar and salt are dissolved. Whisk in 3 cups of cold water and then add the pork (it should be completely submerged—a medium plate can be placed on top to help weigh it down). Cover the bowl with plastic wrap and refrigerate overnight.
2. To make the rub: Preheat the oven to 350°F. Line a baking dish with aluminum foil and lightly coat with nonstick pan spray. In a small bowl stir together the instant coffee, garlic powder, brown sugar, oregano, salt, and onion powder. Remove the pork from the refrigerator (discard the brine) and use paper towels to pat the pork tenderloin dry. Rub the coffee mixture all over the tenderloin.
3. Heat a medium skillet over high heat for 1 minute. Add the olive oil and the pork and cook until browned, about 4 minutes. Use tongs to turn over the pork and cook on the other side until browned, about 4 minutes more. Transfer the pork to the prepared baking dish and roast until barely pink in the middle and an instant-read thermometer registers 150°F at the thickest part of the tenderloin, 30 to 35 minutes. Remove the baking dish from the oven and transfer the pork to a cutting board. Loosely tent with aluminum foil and rest for 10 minutes.
4. To make the sauce: Microwave the cream cheese in a medium bowl in 10-second increments until it warms up. Whisk in 3⁄4 cup of warm water and set aside. Set the pan used to brown the pork over medium heat, add the oil and shallots and cook, stirring often, until soft, about 3 minutes. Add the wine, stirring and scraping up any browned bits from the bottom of the pan. Stir in the cream cheese mixture and simmer until slightly thickened, about 2 minutes. Taste the sauce and season with the salt and pepper. Slice the rested pork crosswise into 1/4- to 1/2-inch thick pieces and serve with the shallot pan sauce.
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