Our First Pop-Up Event of the Year: A Community-Fueled Success

The aroma of freshly brewed coffee, the sound of excited chatter, and the energy of a thriving local business scene—our first pop-up event of the year was nothing short of incredible. Hosted by Victus Brazilian Jiu-Jitsu in Colton, CA, this event wasn’t just about serving coffee. It was about connection, community, and sharing something we love with people who get it—hardworking folks who know the value of a strong cup of coffee and the bonds that form over it.

If you weren’t there, don’t worry—we’re about to take you through the experience. Grab your favorite brew, settle in, and let’s talk about a day that reminded us why we do what we do.

A Pop-Up Event Unlike Any Other

Walking into Victus Brazilian Jiu-Jitsu that day, we weren’t sure what to expect. Sure, we’ve poured countless cups of coffee before, but this was different. This was our first pop-up of the year, the first time we’d set up shop with the sole purpose of introducing our family’s coffee to an entirely new crowd.

And wow, did they show up.

From the moment we fired up the coffee makers, people were drawn in—curious faces, eager hands reaching for samples, and smiles forming as they took that first sip. It wasn’t just coffee. It was home in a cup. It was the result of years of passion, tradition, and dedication to crafting something meaningful.

The Magic of Family & Community

One of the best parts of this event? Seeing people react to our coffee. We saw it in their eyes—the surprise when they realized just how good a cup of coffee could be. The way they nodded in approval, how they turned to their friends to say, “You gotta try this.”

That’s the thing about being a family-owned business—it’s personal. Every cup we serve carries our story, and every person who enjoys it becomes part of that journey.

We met so many local businesses, hardworking individuals, and fellow entrepreneurs at this event. These weren’t just customers—they were people like us, the backbone of our communities. Whether they were business owners, parents, athletes, or early-morning grinders, they all had one thing in common: they loved great coffee.

A Blend of Hard Work & Passion

Running a business—especially one built from the ground up—is no easy feat. There are long nights, early mornings, and moments where you wonder if it’s all worth it. But then you have a day like this.

A day where a stranger takes a sip of your coffee and smiles.
A day where someone tells you, “This is the best coffee I’ve ever had.”
A day where you feel, deep in your bones, that you’re exactly where you’re supposed to be.

We didn’t get here alone. Our coffee is the result of generations of love and tradition, and our success is because of people like you—people who appreciate the craftsmanship behind a truly exceptional cup.

More Than Just Coffee—It’s a Movement

At 40 Thieves Coffee, we’re not just selling a product. We’re building something bigger—a community of people who believe that great coffee should be for everyone.

We’re not some corporate giant with a billion-dollar ad budget. We’re a family-owned brand, built by everyday people for everyday people. The working class, the early risers, the dreamers and doers who keep the world turning.

And that’s exactly why events like this matter. It’s not about profits or marketing tactics—it’s about sharing a moment with real people. It’s about breaking away from the routine, stepping out from behind the screens, and handing someone a cup of coffee made with heart.

Looking Ahead—Bigger Things to Come

This pop-up was just the beginning. The first of many. If there’s one thing this event proved, it’s that people are ready for something real. They’re tired of overpriced, mass-produced coffee that lacks soul.

We’re going to keep showing up. Keep brewing. Keep creating.

And we want you there with us.

So to everyone who stopped by, tried a sample, and supported us—thank you. You reminded us why we started this journey in the first place.

And if you missed this one? Don’t worry. We’ll be back soon, ready to serve up the best damn coffee you’ve ever had. Stay tuned.

Want to Try The Best Coffee for Yourself?

Check out our Premium Coffee and bring home the coffee that stole the show at our first pop-up event of the year.

A Thieves' Final Thoughts

Some businesses measure success in dollars. We measure it in moments like these.

Because at the end of the day, coffee isn’t just about caffeine. It’s about ritual, connection, and the memories we make along the way.

And trust us—this is only the beginning.

☕✨ See you at the next one.