Destination Decaf: Founding Sneaky Brew
I’ll admit it. I wasn’t always a 26 year-old decaf coffee advocate (shocking I know). Like many of my peers, I used to LOVE caffeine. I was a 3 cups of coffee a day kind of guy (and would often push that). I always viewed caffeine as my fuel to keep me sharp and enjoyed the ritual of grabbing a cold brew or latte before tackling my next project or task. But like many who eventually explore a more caffeine-conscious lifestyle, life events sent me on this path to reclaim my energy and health.
Rewind to 2021 and younger me is out of college and entering the workforce. I was energetic, ready to start my career, and had the aura of immortality of any post-grad 20-something year-old. While in college, I always prioritized health. I was a certified personal trainer, spent 6-days a week in the gym and loved every second of it. With the growing demands of work and long-hours associated with my chosen field, I soon began to lose track of the importance of my health. I would work until the early hours of the morning fueled by caffeine, jump into bed wired, and wonder why I didn’t wake up feeling rested. I found myself in a cycle of late hours and lack of sleep compensated by caffeine consumption (on top of that I would then spend my free nights on a weekend at the bar). This was unsustainable, and while my body knew it, I still hadn’t realized it.
The Call of Change
It was a beautiful August evening. I’d spent the past week sprinting to close a deal, preparing powerpoints and excel models (all the fun stuff). I had gone almost a full week of 3-4am bed times, cringing as I set my alarm on my phone to see I had 4 hours until I had to be up and back at it the next day. Throughout the week, I had started to feel a pressure building in my chest, like I had a weight sitting on me all day. I ignored the feeling, grabbed some more coffee and pressed on. But for my body, this was the last warning that could go unheeded.
As I left the office and got in my car, the pressure on my chest was reaching an all time high. "Just get home," I told myself, "relax for a bit before logging back on, and you'll be fine." But halfway on my drive home, I got hit with the sensation that someone was squeezing my heart and wouldn’t let go. I came to a stop in the middle of the road and could barely breath (at this point pulling over wasn’t even an option). I shakily dialed 911 and remember saying to the operator “I think I’m having a heart attack”. For a 23-year old, spending those excruciating minutes waiting for the ambulance while thinking that I may not see tomorrow were some of the worst moments of my life. Nothing puts life in perspective like a strong dose of mortality.
The Aftermath and a New Beginning
Luckily and thank God, what I experienced that day was not a heart attack but what appeared to be a massive panic attack. I spent a night in the ER and two weeks off from work recovering at home, but the event left a lasting impact. Not long after, I was diagnosed with myocarditis (inflammation of the heart) - a separate issue, but I’m sure the stress didn’t help. In the following 2 years, I struggled with my physical and mental health. The panic attack plus heart diagnosis put my health anxiety at an all time high. For months walking half a mile was a daunting task filled with chest pressure and rapid heart rates. I couldn’t walk into a gym (a place where I used to go to destress) without my mind racing that I could have another event. I would even end up in the ER multiple more times with heart and chest pain over the coming year.
After pursuing every solution I could, I came to the conclusion that I needed to give my nervous system a break. I decided to cut off all alcohol and caffeine consumption. While this originally was intended to be a 3-month experiment, I have not had either in close to 3 years and believe I have benefited substantially from it.
How Does Sneaky Brew Fit In?
Glad you asked! As I began my journey of being both alcohol and caffeine conscious, I quickly realized while the rapidly growing non-achololic beverage industry was there to substitute in with NA beers and mocktails, the decaf world was completely ignored. I’d walk grocery store aisles looking for decaf coffee (because I still loved the taste of coffee!) to find rows of ready-to-drink cold brews and lattes, but not a single decaf option among them. I turned to Google and online forums, convincing myself that I just must be missing something. But no. Decaf was relegated to a few bags of grounds or instant coffee in the grocery store, with many being decaffeinated with chemicals (no thanks!).
So began my journey to rectify this. I teamed up with my siblings, Jack and Corynn, to make decaf not only available but to elevate it for the next generation of coffee lovers. Sneaky Brew is the first decaf latte that makes great tasting coffee available for anytime, anywhere, anyone. But we didn’t stop there. We set out to create a product that stands out, even against its caffeinated counterparts – a latte that makes you feel as good as it tastes.
That’s why Sneaky Brew is:
Crafted with coffee beans decaffeinated using a 100% chemical-free water process (always has been, always will be at Sneaky Brew). You get all the rich flavor of caffeinated coffee, without the jitters
Made with thoughtful organic and non-GMO ingredients
Dairy free with real, creamy oat milk
No seed oils (check the ingredients on other oat milk lattes – you might be surprised what they use for that creamy texture)
100 calories with only 7 grams of sugar
Subtly sweetened with real organic cane sugar and no artificial sweeteners or flavors
Sneaky good, no sneaky ingredients
Sneaky Brew was designed to fit into your life whether it’s your daily driver, afternoon treat, relaxing night cap, or anything in between. It’s a latte that works around your schedule, not the other way around.
Join the Decaf Revolution
It’s no secret we live in a very stimulated world. Just take a walk into any convenience store, and you’ll be greeted by endless rows of energy drinks and coffees with eye-popping amounts of caffeine. I remember having to ask my local GNC employee to unlock a glass case to get my hands on pre-workout with the stimulant profile of an energy drink that people now casually crush on their lunch break.
Most people don’t realize that excess caffeine consumption can have negative health and mental health consequences. The FDA recommends consuming less than 400mg of caffeine a day and even less for those with anxiety (for reference some canned cold brew and lattes push 300mg+ of caffeine per serving). So, wherever you are on your caffeine-conscious journey, whether you're swapping your afternoon coffee for decaf, trying a caffeine cleanse, or simply love coffee and want to enjoy it at night without disrupting your sleep, I hope Sneaky Brew can deliver the delicious latte taste you love, with a nutrition panel you can feel good about.
Our vision is to create a brand that you can trust to deliver all your favorite coffees, teas, and lattes without the caffeine so you can always enjoy on your schedule. If you have ideas on products you’d like to see, feedback on our latte (P.S. it launches in the next couple weeks!), or just want to chat, shoot us a note at hello@sneakybrew.com. We'd love to hear from you.
Take care and keep putting your health first,
Mike
Founder
