Two coffee drinks, one hot in a to-go cup and one iced in a plastic cup, sit on a wooden counter next to a cookie. Bold yellow text reads, Riff Fuel: Habit Coffee. The background is softly blurred.

Riff Fuel: A Q&A with Habit Coffee

Where lattes, late nights, and legacy collide.

A white paper cup with the words Habit Coffee sits on a wooden counter, with a blurred background featuring the same text on the wall behind it.

Before there were Main Stages, domes, and merch tents—there were just a couple of caffeine-addled dreamers, a notebook full of wild ideas, and a corner table at Habit Coffee. Since day one (we’re talking 2008!), Habit has been the unofficial heartbeat of Rifflandia Festival—serving up piping-hot fuel for foggy minds and sleep-deprived planners. Over the years, they’ve poured more americanos than we’ve had hot meals, and frankly, we wouldn't be here without them. So we sat down with our longtime brew boo Shane Devereaux (Owner and Founder of Habit Coffee) to talk bean beginnings, and why Habit still has our hearts (and our bloodstream).

Let’s spill the beans...back to the brewginnings...

Direct Upload Locally Uploaded Image This image was uploaded directly to AltText AI for processing. A coffee stand called Habit Coffee with two people working behind the counter, under a blue sign featuring cartoon figures holding coffee cups. Trees and a fence are visible in the background.

So, how did this beautiful, bean-fuelled relationship between Habit and Rifflandia even start? Was it love at first sip?

I can’t say for sure. All I remember is there was some really, really great creative energy across our city at that time. I think it was 2008—we had only been open for a year and a half, and people were starting to figure out we weren’t just there for the coffee, but also to be a community creative hub.

What do you remember about those very first festival planning meetings at Habit? Any napkin-sketched dreams come true?

We weren’t directly involved in any planning, but what struck me was the value that Nick and Casey [Blasko] placed on wanting to know what [the Victoria] community leaders felt about the festival afterwards. We held a post-mortem at the Chinatown shop. They were just so open to everyone’s thoughts and ideas, and you could see that they wanted to grow this festival with the community.

People stand in line at an outdoor coffee stand under a white tent labeled Habit Coffee on a sunny day. Baristas prepare drinks behind a wooden counter. Trees and more people are visible in the background.

Be honest—did you think Rifflandia would become this big?

I'm not sure, but probably. I mean, it’s just continued to evolve and improve every year. Those first few years were mad—running from packed bar to packed bar, seeing all the metalheads in one spot and the technoheads in another, etc. etc... It was so much fun. I remember visiting Nick Blasko (Rifflandia CEO & President) in NYC in 2010, and he said, “We’re going into the [Royal Athletic] park.” I think at that point, I thought this could become something really special.

Is there a special kind of buzz (pun fully intended) that comes from being part of the festival action?

It continues to be my favourite week of the year. It’s so much work building a coffee shop from scratch, but it’s just so much fun when we’re rolling. We have it down to a science now, and the added bonus of the shipping container makes life a lot easier. But really, it’s about the people—the community enjoying the festival, but also my staff.

We continue to have alumni staff come and work the festival. We have old Habit staff come over from Van just to work and hang out. I think the other thing people don’t see behind the scenes is that the team that runs this festival is also like a family. It’s a reunion. It’s crazy.

I mean, it says so much about the organization. On setup days, it’s the same people coming in to help—the same plumbers, the same sparkies (electricians for those in the know), the same volunteers. That says so much. And it’s just so nice to see these people, work together, and then have a few beers after.

Do you think the festival energy has influenced Habit’s own culture—or vice versa?

Probably around festival time there’s a vibe, but I think more so, there’s just a value alignment that’s always been there. Like I said—we have staff coming out of the woodwork for the weekend, just like Riff has the same staff year after year.

That’s what I’m most proud of in general with Habit: the people part. And it’s pretty obvious it’s the same at Riff.

Five people stand smiling behind a wooden coffee booth with a large “COFFEE” sign, coffee equipment, and a menu board. The booth is outdoors with trees and portable restrooms in the background.

What are you brewing up for this year’s festival? Any secret menu items we should know about?

We’re keeping it as we always have—great coffee and good vibes. And we’re with our pals from Cold Comfort again, so we’re in good shape!

If you had to build the ultimate “Rifflandia Survival Drink,” what would be in it?

Oh man, uppers and downers, hey? I’m a coffee guy who likes a cold beer—so it’s usually a combination of both!

A group of eight smiling people stand behind a coffee booth at an outdoor event, with a red espresso machine and a sign advertising shirts in front of them. Cups and tip jars are visible on the wooden counter.

Fifteen festivals, countless cups, and many shared memories—our love affair with Habit Coffee is stronger than ever (and probably espresso-induced). They’ve seen it all: the pre-festival panic, the post-festival crash, and the glorious in-between where great coffee and great ideas collide. Whether you’re a bleary-eyed volunteer, a DJ coming in for an early set, or a fan just trying to make it to Day 3 with dignity, Habit has your back—and your buzz. Here’s to another year of fuelling the magic, one cup at a time. See you in the coffee line, Riff fam.

Check out their RiffSclusive Deal here for $3.50 flash brewed iced coffee at both Habit locations, from now until the end of the festival!

 

Back to blog