Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman
The episode features a coffee expert blind-tasting various coffees, including major chains and an independent shop, to discuss roast levels, flavor profiles, and the impact of brand perception on taste. It highlights the differences in quality and value between commercial and independent offerings.
Deep Dive Analysis
10 Topic Outline
Assessing Coffee Roast Darkness by Smell
How the Sense of Smell Works: Olfactory Suppression
The Influence of Branding on Taste Perception
Blind Taste Test: Coffee #1 (McDonald's)
Blind Taste Test: Coffee #2 (Independent Coffee Shop)
Revealing Brands and Prices of First Two Coffees
Blind Taste Test: Coffee #3 (Costa Coffee)
Blind Taste Test: Coffee #4 (Pret) and Coffee #5 (Starbucks)
Comparing High Street Coffee Chains vs. Independent Coffee
Pricing Challenges and Value of Independent Coffee Shops
3 Key Concepts
Roast Darkness and Coffee Quality
Historically, darker roasts were associated with better coffee, often appearing oilier. However, the trend has shifted towards lighter roasts, which are now often considered superior because they preserve more of the inherent qualities and nuanced flavors of the raw coffee beans, as opposed to the more bitter notes common in darker roasts.
Olfactory Suppression
This phenomenon describes how the sense of smell becomes less intense when exposed to the same odor repeatedly. The nose is highly sensitive to change, so constant exposure to a smell leads to habituation, making it less noticeable, which is why people might wear too much perfume or need a 'reset' like smelling coffee beans.
Acidity in Coffee
Acidity in coffee is generally associated with higher quality, particularly in beans grown at higher altitudes. These coffees grow slower, leading to more sweetness and a desirable 'zingy' or 'fruity' characteristic, although some consumers may perceive it as sourness and prefer less acidic profiles.
5 Questions Answered
You can quickly assess how darkly the coffee has been roasted; darker roasts tend to smell heavier and can indicate bitterness, while the absence of fruity or floral smells suggests a less complex profile.
Coffee beans are used to reset your nasal senses because your sense of smell works best on detecting changes. Smelling the same scent repeatedly leads to suppression, making it less intense, so coffee acts as a palate cleanser.
Yes, similar to 'Coke and Pepsi' studies, knowing the brand of coffee can influence taste perception, with people rating coffee differently when they are aware of the brand versus when they taste it blind.
Generally, acidity is associated with quality in coffee, especially in higher-grown coffees which tend to be sweeter and have a more complex, 'zingy' character, though some individuals may prefer less acidic or 'sour' profiles.
Independent coffee shops often provide a noticeably better product made by individuals who care deeply about coffee, offering more flavor and character, often at a comparable or even lower price than major chains.
7 Actionable Insights
1. Support Independent Coffee Shops
Opt for independent coffee shops over chains, as they often provide a better, more flavorful product from owners who care deeply, often without a significant price increase.
2. Choose Lighter Coffee Roasts
Select lighter roasted coffees because they preserve more of the raw materials’ inherent qualities, leading to a more nuanced and less bitter flavor profile.
3. Reset Your Nasal Senses
If your sense of smell becomes fatigued, sniff coffee beans to reset your nasal senses, as the nose works well on change and can suppress constant smells.
4. Deconstruct Complex Aromas
To understand a complex aroma, intensely smell one of its component parts, then smell the complex aroma again to perceive how the balance is altered by the suppression of that component.
5. Recognize Brand Bias in Taste
Be aware that brand names can significantly bias your taste perception; try blind taste tests to objectively evaluate products without preconceived notions.
6. Understand Coffee Acidity
Note that acidity in coffee is often associated with quality, particularly in higher-grown beans, which tend to be sweeter but also more acidic.
7. Beware Olfactory Suppression
Be mindful that your sense of smell becomes less intense with constant exposure to the same scent, which can lead to overdoing things like perfume.
5 Key Quotes
your sense of smell works quite well on change
James Hoffmann
people end up wearing too much of the same perfume they've worn for 20 years because they can't literally can't smell it anymore
James Hoffmann
acidity is associated with quality and coffee which is a real sticking point for a lot of people
James Hoffmann
the independence stood out a long way from the others... it has a lot more flavor and character going on
James Hoffmann
you can get a better product by someone who cares deeply about it
James Hoffmann