A fresh entrant to the specialty coffee market is challenging the longtime assumption that decaf means compromise. Heist, a new brand that launched online last month, is staking its reputation on the idea that removing caffeine from quality beans does not have to sacrifice flavor, aroma, or the overall coffee experience.

The venture, founded by Stephen Bruner and his wife Sarah, takes a deliberate approach to sourcing and processing. Rather than starting with lower-grade beans marked for decaffeination, Heist begins by selecting premium caffeinated green coffees based on quality and flavor potential. Only after that evaluation does the team assess how each coffee performs through the decaffeination process. This reverse workflow sets the brand apart from conventional decaf production, where substandard beans are often the default choice.

Heist employs only water-process decaffeination across multiple suppliers, a method that avoids chemical solvents and is generally favored by specialty coffee professionals. The roasting happens at Lineage Coffee Roasting in Orlando, Florida, under the direction of Jarrett Johnson, a longtime friend of the Bruners and founder of that roastery. Johnson handles coffee selection, purchasing, and roast profile development to ensure consistency and quality throughout the lineup.

Why This Matters for Evening Coffee Drinkers

Heist is not targeting grocery store shelf space. Instead, the brand is pursuing partnerships with upscale restaurants, wine bars, and fine dining establishments, particularly those serving guests later in the evening. The strategy recognizes that by 8 p.m., consumers ordering coffee have made a deliberate choice and expect quality on par with earlier daylight hours.

Bruner explained the logic in positioning decaf as a considered beverage choice rather than a consolation prize. When a respected beverage director at a world-class establishment features a premium decaf on the menu, it sends a credibility signal that shelf placement alone cannot achieve. This approach reframes decaf not as a compromise for evening diners or those avoiding caffeine, but as an intentional occasion worthy of premium ingredients.

The co-founder’s personal motivation stems from years of disappointing decaf experiences. Over 15 years of date nights with his wife, Bruner encountered lackluster decaf options at restaurants. Later, during a personal health journey that involved eliminating morning caffeine, he struggled to find decaf products that matched the quality of caffeinated alternatives. That frustration became the seed for Heist’s mission: Why should decaf not be as good as regular coffee?

Early Recognition and Competitive Landscape

specialty coffee roasting facility
Photo by Will Dutton

Before officially launching retail sales, one of Heist’s offerings earned significant validation. A Pink Bourbon coffee sourced from Huila, Colombia, scored 93 points from Coffee Review, among the highest scores the respected review publication has ever assigned to a decaffeinated coffee. Bruner anticipates that upcoming releases will push cupping scores even higher, potentially redefining what consumers and professionals expect from decaf quality.

Heist enters a growing market of decaf and reduced-caffeine focused brands. Recent years have seen increased specialty coffee attention to this category, with established companies acquiring decaf-focused operations and new entrants launching dedicated lines. This momentum suggests that consumer demand for better decaf options extends beyond a niche audience.

For shoppers interested in optimizing their coffee routines, premium decaf options mean more flexibility. Those who enjoy the ritual and flavor of coffee but need or prefer to limit afternoon caffeine intake can now look beyond whatever instant or mass-market decaf appears in the supermarket aisle. Similarly, consumers adhering to medical recommendations or personal wellness goals to reduce caffeine can explore quality coffee creamers and brewing techniques that elevate their decaf experience beyond basic options.

The broader coffee equipment market supports this trend as well. Whether you invest in precision coffee grinders or durable travel mugs, pairing quality gear with premium decaf beans creates a cohesive approach to everyday coffee enjoyment.

What Comes Next

Heist’s founders hope to shift cultural perception of decaf from menu afterthought to deliberate choice. By partnering with respected establishments and maintaining rigorous quality standards, the brand aims to disrupt assumptions held by coffee professionals and consumers alike. The company expects to surprise industry insiders while establishing decaf as a category worthy of serious consideration and investment.

For evening coffee drinkers, night-shift workers, and anyone seeking to reduce caffeine without sacrificing quality, this shift signals that options are improving. Premium decaf no longer requires settling.