WHY COFFEE MUST LEARN FROM WINE
We think highly of the wine world. For years we’ve been observing all its movements, its evolutions, its dynamic approach and its unflagging desire to capture the market.
For us, wine represents a model, inspiring us to do our very best to promote the quality of our coffee: the evocative language used by the sommeliers, its ability to innocently infiltrate conversation at dinner among friends and remain there until the bottle is finished, awaiting the next one. We love the stream of half-truths wine lovers invent to show that “they know about it, they know about it all right!”, it makes us smile, but it’s perfectly natural. This what we’d like to learn from the wine world, we’d like to see the message “if you don’t know anything about coffee, you’re less interesting” become an unconsciously accepted idea.
In the eyes of the majority of consumers, coffee is a drink you don’t need to know a lot about – whatever bar you go to, or whatever capsule you buy for your office coffee machine, it’s always coffee. In this world there’s a very restricted group of “nerds” and, on the other hand, an army of people who simply want to satisfy their caffeine cravings and have little or no interest in where the beans come from, who roasted them and how the coffee was extracted. We want to make coffee culture POP. Coffee is already very popular, but its consumption suffers from an unusual level of superficiality. Everyone drinks it, but very few have an idea of what it actually is.
We rarely think of coffee as being a product of the earth, just like wine. It comes from far-off places, “invisible” to the eyes of the majority of those who drink it, even several times a day. In many cases coffee, like wine, is processed by calloused hands that strive to give us a few minutes’ pleasure; another reason why coffee, like wine, should be interpreted, valorized and described with due respect.
Together we’ll discover something new about the various types of coffee, getting to know the “name of the vine, the production area and the winery that produced it.” We’ll talk about it at the bar and at the table, having fun by hazarding combinations with food, discussing it using appropriate adjectives and discovering new pleasures within everyone’s reach. Coffee must take advantage of this moment in time to free itself of its role simply as a “morning wake-up call” or end-of-meal drink.