Instant is in, fancy is out. Nothing stays the same for long in the world of home-brewed coffee
Instant is in, fancy is out
Instants that demand respect. Compostable pods. High-altitude blends. And a myriad of related home-brew goodies that lift the senses with the familiar fragrant waft of a humble roasted bean: coffee.
Coffee world can’t sit still, it seems — just ask Brooklyn Roasting’s founder and CEO Jim Munson.
“The coffee market’s shifted focus several times over the past 50 years,” he says.
“From the convenience-obsessed industry of the ‘60s and ’70s — think Mr. Coffee — to the ’single origin’ coffee and Italian espresso drinks in the ‘80s and ’90s, to a 'third wave’ that began around 2000, of baristas working $20,000 espresso machines, precisely dialing their grinders and weighing each shot digitally," Munson says.
He's getting the sense that people right now don’t really want to deal with fuss and fancy gear when brewing a cup at home.
“The modern coffee lover appreciates the difference of freshly roasted and ground coffee, but they don’t want their morning cup to be overly complicated," he says. «They just want it to be delicious and sustainably sourced.”
On the grab-and-go front, Food & Wine’s senior drinks editor Oset Babur-Winters is noticing interest in instant coffee.
“I’m seeing people take it more seriously. Maybe it’s because we’re traveling again, or maybe it’s just because the tech has gotten better, but real coffee roasters like Partner’s Coffee and Blue Bottle are investing in instant coffee powder,» she says.
Blue Bottle offers a craft espresso instant with notes of dark chocolate, molasses and toasted malt. Their limited edition Ethiopian Samra Origin instant tastes of berry, toffee and lemon.
Partners has various instants and the option to use single-use biodegradable pouches. Pop a
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