Craft-Brewed Coffee: the truth is in the cup

If you decide to make craft-brewed coffee in your coffee shop, there are three important things to keep in mind and one simple way to illustrate all of these principles.

Respect the Process – Understanding that every step matters.

Respect the Ingredients – “Handling with care” those individual elements that make your final product.

Respect your Customer – Knowing you were chosen for your (professed or realized) expertise, and honoring that mutual understanding by combining process and ingredients to create an exceptional experience.

Learning your craft takes time.

You learn the fundamentals by watching your superiors. Over time, you understand the proper use and meaning of those fundamentals until you master them. Finally, you make the fundamentals your own and you begin your journey as a craftsman, and after years of executing at a high-level with the proper mindset, you will become a master of your craft.

As your skill in your craft increases, you will attract a more discerning customer. You should always treat the customer with the intelligence they deserve for seeking you out. The customer wants your coffee. The customer expects you to have confidence and knowledge and to display both in the execution of your craft. The customer is coming for a remarkable experience that will change their perceptions of coffee. Prove it in the cup.

And the cup – well it's highly important. It is one of the ways to clearly communicate to your customer those core principles of craft. As I mentioned to a friend of mine when talking about craft-brewed coffees by hand – coffee goes in the cup it deserves. When you are brewing any coffee using a “craft brewed” method, if you serve it in a paper cup (to go) then what does that communicate to your customer about your coffee? If you serve it in ceramic what does that communicate to your customer about your coffee? And if you serve it in a cup specifically chosen for that coffee based on flavor, aromatics, and beauty, then what does that communicate to your customer about your coffee?

The cup(s) you serve your craft-brewed coffee in says everything about what you believe as a business. Your actions will show what your core principles are. When you try to build your credibility by talking about the coffee's origins, explaining your roasting profiles, giving precise scientific explanations of your methods, or talking with passion and conviction -  whatever it is – every word of it is a complete lie if you serve your craft-brewed coffee “to go.” And you know it.

If you take five minutes to create a meticulously hand-brewed coffee for your customer and then you hand them a paper cup, what are you saying to your customer? 

You are saying, “Hey, here's your cup of coffee. Bye bye.”

If you offer coffee by the cup using a hand-brewed method, then you are making a statement about craft and quality. Think of it as a conversation. The first part of the conversation the customer “hears” is a hand-brewed coffee, and then the second part of the conversation is the coffee in a paper cup. This is not clear communication. The paper cup is the last thing you communicated to your customer, it is the statement you are making about your coffee. It communicates something completely different than what your brewing method implies. You are now saying “Here. This is the cup our coffee deserves to be in.”

Now if you do your craft-brewed coffee method and you serve your coffee in ceramic or china – what does that communicate to your customer? It says, “You are important and we want you to hang out with us. After all, Queen's china! You are special. This coffee is special – that's why it is in the fancy cup.”

The entire process matters. So quality of coffee, the skill of the roaster, your skill with that particular brewing method, and the last step is how you present your coffee to the customer. The cup is an important and often overlooked part of the conversation you are having with your customer. By serving your craft-brewed coffee in a proper cup you are showing respect for the process, respect for the ingredients, and respect for your customer. The truth is in the cup.

John talks coffee #10 - espresso, coffee, and roasting.

Take one part of your craft and use it as a base of knowledge to make other aspects shine.

John talks coffee #9 - The value add (Arthur's question)

I address they mysteries of pricing your product. How do you add value to what you are doing?

John talks coffee #8 What are you hiding

Are you hiding flavors with your brewing method?

John talks coffee #7 Yes to Flavor, No to Cold Brew

Why we don't do cold brew. Fact.

John talks coffee #5 - espresso building insights

Know your craft!

John talks coffee #4 - Tasting - Understand Why

The reason you taste and adjust, is not simply to make it better. It's to understand why the new version tastes different than the old version. Don't just ask why, know why!

John talks coffee #3 - Knowledge of Craft

Understand the coffees that you are using, understand how they work at various roast levels and different profiles. The more you understand how the depth and breadth of your coffee, the more you will understand - and create a great espresso.

The Ethics of Being an Artisan

I posed the following in an Instagram post, but I will explore it further here.

Fact: Ground coffee begins losing flavors and aromatics immediately after grinding and with every passing second.

So... what's the value of pre-ground coffee? Tick. Tick. Tick.

Let's think about this. If you are an artisan (craft, small-batch, third wave, progressive, high-end, etc.) coffee shop and you sell your coffee for $30 lb, you certainly can't charge the same for pre-ground coffee. [Now, of course this is hypothetical because we all know there aren't any high-end coffee shops that sell pre-ground coffee.]

The value of the pre-ground coffee would decline by the hour, by the minute, by the second. What are we looking at? Thirty hours? Thirty minutes? Thirty seconds until the relative value of that coffee is zero? Remember, the baseline is the whole bean, so you are not comparing it to other coffees, you are comparing it to itself. If you are selling single origin, small farm coffee for the reasons a coffee shop or roaster sells that quality of product, then by all measures, isn't the value approaching zero as soon as the bag lands on the shelf? Even if it were ground on the spot, the relative value would essentially be zero when it reached the customer's home.

It's your job as a seller of artisan goods to educate your customers, it's not on the customer to come to you already educated. Selling high-end ingredients assumes that you are not trying to sell to everyone, but rather you welcome everyone who is looking for something better.

The science is clear. It comes down to words many are afraid to use, and fewer actually embody. Ethics. Principles. Do you have them or not? Once you ask to be recognized as being at a higher standard, you have to operate at - and be held to - a higher standard. And as a practical matter, since everything you are brewing is by the cup, why would you have bulk grinders anyway?

I originally posted this article on LinkedIn 

Single Origin Espresso: How to create a multidimensional experience

Crafting a great single origin espresso should be approached the same was as you would in creating any other delicious espresso. Separate roasts. Separate profiles. Separate flavors. And then a wonderful espresso.

  

Espresso is not a tiny cup of coffee. It should not feel like a “tiny cup of coffee”when you drink it. Espresso has a density, intensity, and viscosity (mouthfeel). Whether it's floral and light stone fruit or dense chocolate and dark berry, espresso should still have a definite mouthfeel and density. Properly roasted and executed espresso has a density that supports and balances the clarity. Creating density enhances the clarity, it does not take away from it. Espresso that is thin and bright without the proper amount of sweetness and texture is simply an unbalanced espresso. Bracing flavor notes are not progressive, they are merely a sign of an underdeveloped or improperly developed roast.

Every coffee (probably) can be used in espresso, but not every coffee can be used as espresso. Sometimes the flavors developed in a particular coffee are too intense as an espresso. But those same notes will often be a wonderful supporting note or highlight if the proper balance is achieved in a simple two or three bean blend.

Ok. That's all fine and dandy, but how does one properly execute a single origin espresso?

There are a handful of coffees that are amazing out of the gate single origin, single roast espresso. Many of these can be improved by profile layering, but it's really not necessary. That being said, the issues are rarely with the coffee, rather they are a result of poor execution of said coffee as a single origin espresso.

When a coffee has great flavors at City, City+, Full City, and Full City+, why ignore that potential complexity by utilizing a single roast? Multiple layers of flavor and an unmistakeable textural mouthfeel are what makes an espresso come alive.

It's not always about choosing light and medium or light and dark. Sometimes, it is about small differences within a certain darkness (City+ for example) of roast, but differing profiles. One roast might be more nut forward, one more fruit forward, and one more balanced. Not only should you think like a skilled chef or a world-class mixologist and weave layers within layers, you should take the same time to develop your craft as they did to develop theirs.

You can choose simplicity or complexity, but even within simplicity, there are supporting areas of sweet, savory or umami that give dimension to the espresso. To truly understand the flavor potential you need to explore the range of possibilities at your fingertips. There are as many ways to construct your espresso with a single bean as there are with two or three. Simplicity is not about taking shortcuts, simplicity is a focused exploration of what's in front of you.

Espresso: Building a Foundation

Roasting as a professional is a craft I do my best to approach in a thoughtful manner. There are too few coffee roasters who approach from the perspective of:  skill+knowledge+time = craft development. Most roasters seem to approach from the perspective of : green coffee+heat+time = brown coffee. brown coffee = "I am a roaster!" This distorted perception is not a reality, and is one of the most deceptive practices perpetuated throughout our industry.

I've been roasting for ten years now, and although we are a small roaster, we roast 40 or more different espresso every year, all consisting of usually 2-3 coffees, and we never repeat a blend. This is in conjunction with roasting about 50-60 strictly SO coffees throughout the year for whole bean and siphon coffee at our shop.

Many customers have said there is something unique to our espresso that they don't experience anywhere else, and I think that's true for every roaster who has found their voice and wants to communicate something to their customers. Espresso has a language of its own, it speaks to your senses and it speaks to your heart, but it has to start somewhere.

What coffees? What percentages? What profiles?

Those are all good questions.

The higher quality your green, the greater ability you have to construct a great espresso blend from a few components. I personally like blends more than SO espresso for two reasons, 1) not every coffee works as an espresso and 2) you will run out of said coffee too fast. As I mentioned before, I prefer using two or three component coffees for our espresso, more coffees than that and they start to get lost in the mix.

We do not use filler or commodity coffees for our espresso. All coffee we roast is above Specialty Grade, so as components they each have a wealth of complexity to draw on. I start with two different premises, one is a base component with highlights or accent notes from one or two other coffees. And the other is from a synergestic perspective of the component beans coming together to create a flavor (or flavors) greater than those of the individual beans.

Having a base coffee does not necessarily mean that will be the highest percentage in a blend, but it does mean that particular coffee will have the most dominant flavor. The greater familiarity you have with each coffee and how their flavors manifest in the espresso extraction process, the greater chance you have of creating a wonderful espresso blend.

This is how I would advise a new roaster to begin the active process of creating a great espresso blend: Start with five, ten, or twenty coffees. Roast, brew as coffee, and taste. Take notes. Now brew each coffee as an espresso and compare the differences in specific flavors to those from your coffee notes, paying close attention to which flavors have intensified from the espresso extraction method. This way you can understand how the extraction process changes, highlights, and reveals those unique characteristics. This is a starting point. Repeat the process for those same coffees with a different profile. Do this again and again and again until you have a feel for how each new coffee will act as an espresso.

Always roast components separately.

You will want to understand the tendencies of different bean densities and how they work together. What about SHB, maybe soft beans or Pacamara or Margogype, or peaberry? How does an Ethiopian peaberry roast compared to a Central American peaberry, and how do each work as a component of espresso? Continue building your knowledge base, know what profiles work best with what coffees, know how profiles should change for a Central American paired with a Brazilian vs one paired with a dry-processed Ethiopian.

Begin blending those coffees. If you started with twenty coffees, that will give you 380 two bean blend permutations and 6,840 three bean blend combinations. And quite a bit more once you factor in the varying percentage possibilities. That's a lot of tasting!

Do this for the next twenty coffees, and so on and so forth. Again. And again. And. Again.
After thousands of tastings, notes, profiles, and blend possibilities you will have a firm grasp of the basics. Now, with a solid foundation, you are ready to begin.

With each new roast, I seek to learn something new, and develop my craft. I hope you will do the same.

Happy roasting!