Decaf is an essential piece of our coffee lineup. Decaf drinkers are arguably the most important coffee customers we have. They’re drinking a cup of coffee not for the punch of caffeine, but for the flavor. Decaf coffee may be great, but as you write “the process of decaffeination does involve a degree of stress to the bean”. Despite this, decaf drinkers are still drinking coffee.

When we wow them with our amazing coffees produced in partnership with Swiss Water we gain a really valuable customer. A customer who who drinks Batdorf & Bronson for the flavor and complexity of our coffee, not the caffeine kick. We need to celebrate these customers!