Thursday, November 21, 2002


au contraire

"we want to try to get people to rethink mr. coffee without having to reinvent it," sez the adman.

au contraire! sunbeam certainly needs to re-invent this popular horror from the 70s. it is one of the primary reasons, i believe, that people began to abandon coffee as a home beverage. why?

it brews the coffee at the wrong temperature, that's why, creating a nasty-tasting liquid that then sits on a hot plate and condenses into tar. yuck! i'd switch to tea too rather than drink the twig-and-rotting-bean stuff sold as supermarket brand x boiled down into what most people sadly think coffee is.

no amount of hiring extreme athletes and mtv v-jays to liven up this brand will save it.

dear readers, the best coffee is in fact made at home. you can make better coffee at home than you can buy almost anywhere with even a US$15 coffee grinder, a US$9 thermos, and a US$4 fine mesh strainer! get yourself some truly fresh beans carefully roasted from your local coffeehouse, and you're set.

but i frankly recommend, at a minimum, a burr grinder, and either a french press (aka cafetiere), a chemex, or a vac pot. coffee fit for royalty on your kitchen counter. . .

posted by fortune | 5:15 PM | top | link to this | email this: | | | 0 comments