Decaffeination

The amount of caffeine in decaf is actually pretty high.

So that, I think, what's a standard cup of coffee? Like 80 milligrams, 100 milligrams of caffeine.

Decaf is still like at about 20, they say.

So, I mean, it's like a couple half-lives.

You're still having...

He's like, "Kettle on." And I'm like, "Yes, it is." And then after we, I poured the, the water over the bag and I was making him a little cup of tea.

Decaf, by the way, before you think that I'm giving him, uh, too much caffeine or whatever.

Decaf, uh, teabags.

And, uh, I poured him...

I was, I was making the tea.

Something's going on over there.

there.Decaf, DK Metcalf was lit-- Decaf Metcalf was literally like, "You-"

[laughs] I like Decaf.

[laughs] Decaf Metcalf.

He's like, "You can't go there." Like, "Why can't you just book a trip to Antarctica?"

Good point.

It's a shame you weren't good at football, 'cause you would be thriving in the Steelers wide receiver room right now.

[laughs] Yeah.

I say bad in quotes, but smaller hoppers, smaller quantities ordered more frequently for decaf.

It does not have the same kind of window of freshness as coffee that's not been through it.

Decaf's been through it, all right? It's a little fragile.

It's not as resilient as your other coffees.

So think about where your coffee performs best and set up a system of counting and tracking that allows you to, as much as possible, brew coffee in that pocket, in that window.

Yep, absolutely, absolutely.

Decaf says he's heading out to the house that Rockne built for the ACDC concert tonight.

Have a blast.

Thought about going.

Do you feel like you've seen good advantages with doing that?

Yeah, I mean, 80% of our revenue is still driven by our main brand, like the Moments Blend, and 20% is mixed between Decaf and Whole Bean.

So what we're finding out is that there are so many coffee options out there in this world that we can do the ones we do really, really well.

People are

I feel like she's kind of the same way.

Decaf only.

Yeah.

[laughs]

So he is getting into the world of food and beverage with Heist.

And Heist is a premium decaf coffee brand.

Premium being the key word here because Decaf has a pretty bad reputation and his goal is to reframe Decaf as a taste-first, high-quality category, not just an afterthought to the rest of the coffee category.

And he is one person innovating in this space.

Heist is a really cool brand and their branding is stunning.

And incorporate it into your lifestyle at a different time of day.

Yeah, and we're seeing that sentiment across other brands too.

Eric Gonzalez, the founder of Decca, said his goal for Decca Decaf, his RTD lattes, is not to replace your morning cup of coffee, but like we were saying with Heist, owning the moment later in the day, afternoon occasion, and even position it against soda and seltzer.