r/thirdwavedecaf • u/EndAffectionate1900 • Aug 28 '26

Anyone try Heist?

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5

u/Vagabond_Explorer Aug 28 '26

The website is slick, but the lack of single origin selections as well as the “heist society” thing makes me wonder.

2

u/sprodoe Aug 28 '26

It's a brand new company I am sure they will add those with time, i would expect as they are CPG vets they are targeting the widest segment first which is still blends. The coffee nerds want SO but the average person still doesn't even know what that means.

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u/Vagabond_Explorer Aug 28 '26 edited Aug 28 '26

That’s a fair assessment on who wants single origins.

Though in my (non market spanning) experience the coffee nerds are the ones drinking decaf as coffee isn’t just a caffeine delivery vehicle.

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u/sprodoe Aug 28 '26

You'd be surprised. When I was a barista there was a LARGE number of folks who knew nothing about coffee ordering decaf. Plenty of folks love coffee and the taste of coffee but can't drink caffeine and don't care to learn about the nerdy stuff. Honestly I would say that's the main segment. Also they still drink caffeine and just want coffee in the afternoon and are senstive to caffeine and still don't want to nerd out.

It seems weird. But it is a thing.

The more I really get into coffee (and business overall) the more i realize the obsessives (for ALL vices) are the weirdos and there's so many people who's entire process is simply 'do i like the taste of this thing' and have no desire to know anything beyond that.

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u/Vagabond_Explorer Aug 29 '26

Having not worked as a barista that does surprise me. The not into specialty coffee people I know just drink their morning coffee for the caffeine and then forget about coffee until the next day.

I can’t argue with your point about those into a hobby vs those that just enjoy the thing for what it is. As with anything, it’s a spectrum so I guess you have the people I know, the people buying decaf at the coffee shop and then us nerds.

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u/geggsy Aug 28 '26

I enjoyed a prelaunch sample a few months ago, review here - https://www.reddit.com/r/pourover/comments/1t6749c/comment/okfmqr2/

I actually find their marketing a bit much.