The Bearded Blunder: Roaster Man

I was reading an article on Daily Coffee News about a new coffee up in NY. 

They’re boasting a super caffeinated coffee and its a dark roast.

They also have a 2 oz sample pack for purchase, so I should be getting some via mail in the next week or so.

Now, as excited as I am to try new coffees, especially 2 oz sample packs of coffees, I’ll be looking for the following things:

1) Roasted on date. If it doesn’t have this, I’ll be expecting a flat coffee with a lackluster flavor. If it does have this, I’ll probably start to get more excited.

2) Flavor profile. I’ve looked at their website and haven’t really found much describing the flavor profile of their coffee. Usually with dark roasted coffees, there tends to be a richer cocoa and caramel notes or a strong bitter flavor that draws out distinct caramelization of whatever citrus or berries certain coffees may have. Ultimately, I have no idea what it will taste like nor what I should be looking for.

3) Variety. I want to know where it’s from. I think it’s awesome it’s Fair Trade Certified, Organic, Arabica, Shade Grown, and bird friendly, but I want to know where in the world is Carmen Santiago er coffee.

These are by no means negative criticisms. I think it’s awesome they’ve found an Arabica bean with high caffeine. I too have had many disappointed looks when I tell people the lighter roasts have more caffeine than the darker ones. 

Like most things, I’m going to keep an open mind about it and let the cup tell their story, not their website.

I’ll be watching this company a little more closely because I’m interested in their product. Then again, I’m interested in a lot of product. But I’m interested in how they’re marketing it as well. Their niche has been identified for people who really drink coffee for the caffeine. Identifying this niche makes me think more about the types of people who drink coffee and how different companies go about marketing to these people.