Moonrise Brings Air-Roasted Coffee From Maui to Denver

Moonrise Coffee Company, which started as a roaster in 2021, now has two cafes — one in DTC and one in Baker, with plans to open a third this year. Although neither was born in Hawaii, Moonrise's husband-and-wife founders, Kevin and Sarah Jones, have adopted the aloha spirit as part of their everyday lives and as the driving force behind their company.

The idea for Moonrise was born of their passion for coffee paired with their love of Maui, both of which they nurtured over years of visiting family and friends on the island. “It’s about us capturing and resonating with that aloha spirit, and truly integrating that into our cafe and our daily practices, into our language, how we encounter and connect with our customers,” says Sarah. “That magic born of Maui that we call paradise, we feel like it is available to everybody. Our hope is to bring that paradise to Colorado.”

They do that first and foremost on the roasting side of things. "We primarily started our business from roasting beans from Maui — it’s an amazing coffee bean; it’s the same coffee bean on the Big Island, and because we go to Maui often and we have met those farmers, we've stuck with this farm, Ka’anapali Estate Farms," says Sarah.

With Kevin at the helm, Moonrise uses air-roasting technology to roast beans from Maui and beyond. Compared to the more common method of using a drum, air roasting is a smaller-scale operation and heats beans like popcorn kernels, which allows for a more even roast.

"When we tasted the difference of what an air-roasted bean is like compared to somewhere like Starbucks, it was just amazing. With air roasting you really get to draw out those inherent flavors like the soil the bean is grown in," Sarah notes.

After establishing Moonrise as a roaster, the Joneses opened their first cafe in DTC in February and added a Baker outpost in April. “We love each of the communities, and they’re a little different," Sarah says. The DTC location is busy and bustling, "with repeat customers, people having meetings and pulling out their laptop — they come and see us instead of working from home. ... And then in the Baker neighborhood, it's still fantastic people, but in a different rhythm.”

Both locations offer food options: pastries from Spruce Confections and burritos from Bonfire. Moonrise also has an extensive smoothie menu that uses whole fruits, nuts, dairy alternatives and vegan protein, plus milkshakes and “keiki creams" (drinks for kids).

The aloha spirit has inspired Moonrise beyond its daily roasting and cafe operations. When devastating fires broke out in Lahaina in August 2023, the Joneses were there, too, and had planned to surf that day. But due to high winds, they were advised by a family friend to surf farther down the coast — advice that may very well have saved their lives.

“We know so many of those families. They lost loved ones and their homes, their kids lost their school," says Sarah.  Moonrise used its platform and product to organize two fundraisers that raised over $10,000. "That was one thing that we could do from here to just say, 'We see you, we know it's not easy.'"
Now the couple has shifted their sights to the local community, partnering with several organizations to raise awareness and money. The first is a paint-and-sip event on October 26 in conjunction with the All-Stars Club, a nonprofit that helps individuals with special needs. The Maui-inspired inclusive class will guide participants — six community members alongside six All-Stars — in painting scenes of the mauka and makai (mountainside and seaside).

Moonrise's Baker location borders the Santa Fe Arts District. The building formerly housed Copper Door’s roasting operation until it outgrew the space; Moonrise turned the former roasting area into a gallery to showcase artwork. In November, art created by community members and the works created at the paint-and-sip event will be featured on the walls.

“The essence of the aloha spirit is inclusion and being warm and welcoming,” explains Sarah. “The word ‘aloha’ — most people know it means hello and goodbye, but it also means love. If I’ve never met you before, I can show you dignity and love by looking you in the eye, asking productive questions and then inviting you back.”

Moonrise also recently launched Speak Into Paradise, an initiative in which a percentage of each purchase of designated bags of coffee benefits different nonprofits. Currently there are two blends available that benefit the All-Stars Club and rebuilding efforts in Lahaina.

"We love that we have this product that we’re really proud of, and want to gather around that. [Coffee is] truly a common ground. … We really feel so blessed and like it’s a privilege to do this," Sarah concludes.

Moonrise DTC is located at 5322 DTC Boulevard in Greenwood Village and is open from 7 a.m. to 4 p.m. Monday through Friday and 8 a.m. to 2 p.m. Saturday and Sunday. Moonrise Baker is located at 900 West First Avenue and is open from 6 a.m. to 2:30 p.m. Monday through Friday and 8 a.m. to 1 p.m. Saturday. For more information, visit moonrisecoffeeroasters.com.