A Beginner's Guide To Buying Great Coffee

[@jameshoffmann]

At 3:10 I made an error because I missed that the supermarket bag of Union also has a roasted on date. In my defence, when shooting the talking part of the video the cardboard bottom was covering that bit and I didn't realise it was there. I should have picked it up when we filmed the additional shots. The point about supermarkets highlighting how long a product has left, rather than how old it is, still stands but my mistake is unfair to Union Hand Roasted, who are lovely people, pioneers of relationship coffee buying, and great roaster so go check them out: unionroasted.com/

[@TheFriendlyStranger7]

Nice to hear you hold Union in high regard. It’s my go to coffee when I do the weekly shop for my family at (insert massive supermarket chain). That cardboard base wrap is an interesting thing and wonder if it had been foisted on Union to cover-up their roasted-on date since I’ve never seen a denuded packet until this vid. If only my local (insert massive supermarket chain) did some of their lighter roasts!

[@mroctarine]

Bought a kilo recently of Union from a popular online supermarket, was roasted 4 months ago, so yeah, your advice stands.

[@stephenprentiss1021]

I'm always impressed at the lengths to which James goes when he notices a mistake in a video, even something super small. Thanks for upholding such integrity as a content creator.

[@amassing]

The Taylors Sky Island bag also has a roasting date at 24:19

[@kevfquinn]

Heh - I just looked at my bag of the Yayu Forest from Sainsbury's ("citrus and bourbon biscuits"), and came back here to comment that it also had a roasting date to see the correction already here :) Same is true of a bag of Modern Standard I have which has both a best before, and a roasting date ("jasmine, grapefruit and dark cocoa")

[@jba68707]

I hope my fellow coffee professionals understand just how much this man has done for our industry. He's taught people so much, and the more informed consumers are, the more we can roast what we want to roast and brew what we want to brew.

[@horsenuts1831]

I'm just an amateur, but I've learned so much from James. At the age of 56, I've been trying to make decent coffee for 4 decades, and I've learned more in the last 6 months than in the preceding 56 years. It's a bit embarrassing, but I can now make far better coffee with a £10 Moka pot and the correct grind of supermarket ground coffee than when I was a bit of a jerk and owned £500 machines and wasted my money buying Jamaican Blue Mountain beans in Fortnum & Mason (and, yes, this is true).

[@jorgenaver8521]

I know! It's sad to see here in Peru, people roasting 90 SCA points coffees in a dark roast because the people aren't used to a good coffee.

[@sooohaib92]

I've learnt so much from online resources like James and others. Currently roasting at home with a humble hot air gun. Learning the science and techniques as I improve and invest more into roasting equipment. Who knows, I might end up as a professional coffee roaster, or even have my own coffee shop

[@keithpp1]

A pity has not got through to those who peddle coffee capsules and bombard me with their bullshit every day. I am not sure which is worse, the peddlers of the bullshit or those who post ignorant comments about coffee on their comments section. Though if they think Nespresso is drinkable coffee then should not be surprised.

[@WS-bk7uu]

I just bought my first espresso machine and grinder this morning and feel like I've learnt so much about coffee in the past week! Thanks James and the internet!

[@bugsygoo]

It’s getting bloody expensive being subscribed to this channel!

[@weeksweeks9552]

Have you gotten that $5000 grinder that looks like a spaceship yet?

[@bugsygoo]

@@weeksweeks9552 I would but I'm still paying off the $10,000 espresso machine!

[@bookoffholicbookwart5945]

Ditto

[@ദ്ദിദ്ദിദ്ദി]

Lol

[@ദ്ദിദ്ദിദ്ദി]

Thats cheap, I bought the 500 dollar 16 ounce bag of beans!

[@clueless3398]

Whenever this guys says “and that’s okay” it makes me feel like I’m being accepted for my stupid , uninformed coffee preferences.

[@charksey]

Preferences aren't stupid, and if you've developed a preference that it's at least someone informed. But otherwise I 100% agree.

[@JamesS777]

He is not directing a comment or thinking of you when he says that. Actually no one is thinking of you. You can choose to watch something else at anytime. Relax with the me me me me think, snowflake ❄️

[@rasmusAbricot]

and that's okay

[@oda2215]

🤣 Same!

[@richa8308]

Strange that your posting name is Clueless, if you take offence at this phrase.

[@Corndog4382]

I REALLY liked how you said “grocery stores don’t treat coffee like fresh food” I’ve never thought of coffee as fresh food, very nice analogy.

[@RAJOHN-ke7mc]

Yeah I agree. I was on at fairway yesterday and was shocked there were barrels of open coffee beans. Now that I'm a coffee snob I knew that I would never purchase from then.

[@Pseudosurfer]

I buy smalls bags of freshly roasted coffee that will last 1-2 weeks. Then I go back to my local roasters for more. Same as with fruit or bread.

[@snowkie]

@@RAJOHN-ke7mc Fairway also loved to have a big coffee roasting machine nearby. But for show. And now they’re mostly out of business. I hated how they’d leave those barrels open all day. I’m sure it’s to get the aroma into the air to entice buyers.

[@johndododoe1411]

As a drinker, I buy a few bags every few months and expect them to last. I transfer the entire bag contents to a large glass jar as each bag is put to use. So it is certainly not fresh when used. Generally not being a snob about the coffee, it's just something consumed in volume to stay alert.

[@SH-lt5cq]

My grandma buys several packs of ground coffee from a brand she likes when it's on sale (which is generally when it's old) and keeps it until the next sale. She would frequently gift me a pack when I visit her (because that brand is "expensive" and coffee is special, they used to not get coffee in her country). I've been drinking oooold coffee all my life. Fuck.

[@sconzey]

When he described “acidity” in coffee I experienced an almost physical sensation of puzzle pieces clicking into place and suddenly I could explain why, as a life long coffee lover, I nevertheless found certain cups unpleasant. What I love about James is that he doesn’t gatekeep, or assert that there’s only one correct way to enjoy coffee. He’s a genuine enthusiast: “if you like X then here’s some things you can try to make your experience even more X-y”

[@janoprivracki8468]

Yeah, there isn't "one coffee", if there's something you don't like in a cup, it can probably be fixed. I hate sour coffee

[@sindicta5757]

I had a similar realization in a different video of his! I don't hate black coffee, I hate light roasts with acidity.

[@ryansmurda1552]

I like that, too. On some coffee channels, they come across as snobby. I dont get that vibe from him at all.

[@QuantumPolagnus]

I'm generally fond of my coffee in the med-dark category, but I've had some great coffee with more acidity than I'd generally prefer, but I've also had some coffee with so much acidity as to taste sour.

[@Art-vz6qh]

@@sindicta5757 Same. Feels strange because from what I've read most people seem to prefer lighter roasts with acidity. Personally I like mine chocolatey and almost burnt tasting haha. I almost can't even stand to drink acidic coffee.

[@stevejoung4711]

You just saved me like $100 in unwanted coffee beans. And since I’m pretty cheap, I would refuse to throw it out and suffer through ten bags of acidic, fermented, pucker juice. My request is you do a blind taste testing between label description vs actual taste you experience. 🙏🏻👍

[@cathychats]

😂😂

[@tomekwiraszka7312]

Spoiler alert: Tasting the coffee in isolation may not reveal the relative notes and hints derived from a comparative tasting, that adorn the label. And oh by the way... The ability to perceive certain aromas and tastes differs from one indovidual to the next. So if Mr Hoffman writes declares "huge Berry aroma", your sensory aparatus may not agree... welcome to sensory analysis

[@Odinarcade00]

Some people like the acidity and bitterness. You might actually like a coffee that he hates. You might actually love a coffee that he perceives as “not small batch”

[@langzhi1873]

The best thing about James is that the way he communicates. He’s very good at drawing you into coffee instead of gatekeeping

[@LucarioBoricua]

This reminds me of my experience on the r/coffee subreddit. There was a ridiculous degree of gatekeeping in there!! I remember someone asked about Puerto Rican coffee recommendations, most people who answered there were blindly advising against it, and I was the only one to actually answer the question. I left the community shortly after, to then be surprised by my first ever Reddit Gold award!

[@marsh346]

thank you for the golrd kind satrgb🤓

[@gelgel4823]

@@LucarioBoricua Do you still remember what Reddit post it is?

[@nicksparta9580]

That's my Brit

[@dragonmares59110]

I watched a 26 minutes video about coffee buying and i never buy coffee...a true testament to how great James is.

[@newgreenwichmd]

So are you like a ... tea person?

[@dragonmares59110]

@@newgreenwichmd A simple water person

[@melf842]

That's my husband. I love coffee, although very new to espresso making (which is how I stumbled upon James's videos), but even he, who actively dislikes coffee, loves James's videos as much as I do.

[@be5952]

@@melf842 -- I think there is a singular pleasure in listening to someone who: a) knows a lot about a topic, and b) knows how to *_communicate that / teach that well._* Many people have lots of knowledge, but only some are good teachers.

[@mksiddiki]

Im a tea person, but I've been watching his videos too

[@mazdaram226]

Well…. Now I’m buying a machine,grinder,beans and all the extras now ,thanks for sharing your passion and sharing your knowledge….although it would have been cheaper to scroll past your videos to be honest James .

[@bowei4237]

same here. I went straight from not drinking coffee at all, to buying an espresso machine, a niche grinder, and all the other small gadgets just because of this man and his videos.

[@MiltonABolanos]

LOL. Same here.

[@tylerellis9013]

I still strain my morning brew through yesterdays socks ...funky af.

[@prodical666]

What grinder and espresso machine did you buy?

[@mazdaram226]

@@prodical666 …, I brought a De’Longhi Dedica ec885 ( with updated steam wand ) and a Sage ( Breville ) Smart Pro grinder which I’m really happy with to be honest ..

I love how you’re so empathetic with ALL the people who love Coffee, not only one particular group and this is one of the reason I value your comments and opinions, James, you’ve really teach me a lot. I’m enjoying coffee more each day and I’ve found happiness in experimenting, tasting and it’s just amazing. Thank you

[@skeetsmcgrew3282]

As a self-proclaimed beer snob, I find this extremely impressive. I very very much struggle to be supportive of someone who just straight up says "I love beer, but I hate IPA's." Thats like saying, I love fruit unless it comes from a tree (in my mind). I find value in all forms of beer. But coffee... nah bruh, acidic is just no bueno for me. And its nice to be validated in feeling that way lol

[@scottleggejr]

@@skeetsmcgrew3282 I homebrewed a while and there's a thing I find in a lot of stout grainbills that I cannot stand in coffee. It's like a roasted sweetness I dislike strongly. It's super pronounced to me in dutch bros house beans so I don't like anything from there. I would say 90%+ espresso does NOT have this taste, but somehow DB's does... Ole rasputin, to me, is undrinkable, but stone's RIS is absolutely wonderful. But back to your point, there's at least one specific beer in each style I like. I can't say there's an entire style I don't like. IPA only people are the worst.

[@skeetsmcgrew3282]

@@scottleggejr Yeah, mine is heavily dry-hopped IPAs. I do not understand the appeal of dry-hopping. I dont find them undrinkable by any means, but I just don't get it. Its so much pure bitterness with almost zero character. The group I cant stand is dessert-only beer drinkers. If someone says "I love beer! My favorite is probably this raspberry creme brule double chocolate porter I had over the summer..." Im sorry sir, Im gonna hafta ask you to leave 😂

[@jinushaun]

Exactly. I appreciate Hoffman’s positivity since I hate sour fermented tea-like coffee.

[@jaredcordner7099]

Original comment: “I love the inclusivity of this video” People in comments: “Let me tell you a few groups of people who I hate”

[@ninjachrish]

Netflix needs to hook up with u to make a special where u travel the world and do coffee stuff with the farmers, locals etc

[@thehackqueen]

“Grinding coffee is one of the great pleasures of life.” literally made me smile. ☺️

[@scottwa]

"What?!?! I can't hear you, I'm grinding coffee!"

[@4u2consider50]

What grinder would you recommend?

[@MarcusWolschon]

@@4u2consider50 Not a hand grinder since your arm will fall off after the 10th time ;)

[@thehackqueen]

@@4u2consider50 James has a bunch of videos re: grinders. I’d highly recommend watching those to decide. Good luck!

[@yeid44]

@@4u2consider50 Electric: Baratza Encore. Hand grinder: 1zpresso JX

[@KevinKos]

I'm so happy that specialty coffee became a thing in my hometown! I'm a happy customer of a local roaster and the taste can't compare to anything the supermarket. Great video, James, can't wait for the entire series.

[@tommihommi1]

Going directly to my local roaster, talking to them, and getting an espresso there along with the coffee, that's one of the things I miss the most from pre-covid times.

[@davidferencz9640]

@@tommihommi1 My roaster stayed open, got a PPP loan, and gave his staff raises. Buying great coffee from a good person feels good. There's always something interesting to try there as well.

[@tommihommi1]

@@davidferencz9640 my local roaster mostly sells online anyways, so his business actually increased during the pandemic. But the nice chats are missing.

[@willcrouch2834]

Coffee and cocktails are the best beverages. Exquisite taste as always, Kevin

[@DavidRamseyIII]

It’s the great Kevin Cos! Love your channel sir

[@kshitijeminem]

This was just incredible. It has so much information that I have to pause and take notes. I have just started with speciality coffees and choice is always confusing. This is going to allow me to choose right and also enjoy and appreciate it more. Thanks James!

[@crooby5077]

Where do you buy your coffee sir?

[@thepotatoofheaven]

​@crooby5077 probably str8 from the source

[@CoryTheMan789]

@@thepotatoofheaven💀

[@axel.lessio]

Wow, this video made me realise how amazing the shop I buy coffee from is: they tick all the boxes: traceability, roast dates, seasonality, etc. I will never ever complain about their prices again.

[@mellie4174]

We are so lucky! We stumbled upon a place just like that too. He roasts his own coffee as needed and my favorite coffee is one that comes from a farm where only 50 bags are made per year. He buys 2 bags of raw beans. After that it's done until the next year. So amazing!

[@oldtimer99]

Any reputable brand includes that information. Did you come up with a matrix from this video and a series of trials to establish what you would consider as a "good coffee" (really your version of "good coffee")? If yes, have you gone on testing?

[@Dialogue_SC]

At 13:44 i love that when James says "specialty coffee" he pats his chest almost saying "i am representing specialty coffee" and yes you are James. you are the personification of specialty coffee.

[@monaborghar7612]

As someone who has unfortunately been drinking Keurig coffee for years now, I never really knew that coffee could be this intricate and I'm now really excited to take a deeper dive into the world of coffee

[@Cower03]

You and me both. Based on James's videos I'm not sure I've ever had a proper cup of coffee. Onward to this exciting, albeit expensive journey!

[@hojdog]

Think of it another way: you’ve got a fun journey of discovery ahead of you. If you’d been doing it the best way all this time, you wouldn’t have that to look forward to :)

[@yohannessulistyo4025]

A lot of my friends who are coffee drinkers, ended up chosing podded coffee. But luckily, the pandemic and lockdown allows my family to settle for actual coffee machine and a decent grinder. It never occured to me that I would brew a much better coffee than Starbucks, which I tested when the city re-opens. Freshly ground, freshly roasted, carefully chosen coffee beans are clearly different, despite my skill being nowhere close Starbucks' well-trained Baristas. With podded coffee, it is probably very rare or nearly impossible to encounter weird coffees like "Aceh (Indonesia) Gayo wine" - an alcoholic drink descriptor from a strictly Sharia Muslim province. But yes, it is super weird and nearly wine-like, with the coffee's earthiness replacing the typical tannin and oaky depth of actual Cabernet Sauvignon. Definitely not something that you want to ruin with milk. But for a very earthy strong robusta bean from the local volcanic soil, a dollop of foamy milk is like match made in heaven.

[@MagicByEli]

You can still use Keurig and drink good coffee. Just put a reusable metal cup in there and put in your own grounds

[@jonstnr]

@@Cower03 I managed to build a full set up for $300 +/-

[@charleslayno4372]

I know you very busy and have no time for this silliness, but I wanted to say before the pandemic, I rarely drank coffee, much less knew if it was good or bad. I stumbled on to your YT channel during the lock down and I have grown to LOVE coffee. While I still have no idea what the hell I am doing, I am loving discovering the world of coffee beyond a 16 YO kid slinging a cup of God knows what at me through a drive through window and me thinking, oh wow, great coffee, when I should be pouring it down the drain. To you sir, I thank you. I am also enjoying The World Atlas of Coffee, 2nd Ed. Thank you for writing it. I am finding it a invaluable reference. And to you sir, have a great day!

[@kaifengwang3168]

👍👍👍hopefully James pins your reply.

[@depeltenburg6916]

It’s funny… I have a costarican son in law and drank their ‘funky ‘ bean coffee..I couldn’t explain to anyone how different it tasted… now I know… it was a natural process bean, fermented…. I feel like I went 1 level up now😅… thank you!

[@dianamonteith9422]

I presume James would be a huge success with his own coffee series traveling to or explaining how coffee is made . Television might be a good fit for James to reach more people. I personally love listening to him talk and appreciate him sharing his amazing knowledge. Thank you James

[@rw-xf4cb]

Amazon probably would be looking....

[@reuireuiop0]

copy that - but I reckon a fair share of media personnel - avid coffeenuts, most of'm - have already seen this talent, yet he's is still hosting this channel. Perhaps, no wish to become the Jamie Oliver of coffee, but rather stay the James of, well .. Hoffman

[@oandgw]

@@reuireuiop0 The Hoff, if you will...

[@dieterbierman9803]

I could see him in a slick BBC production.. More Rick Stein than Jamie Oliver

[@chain3519]

I think he's found the perfect platform. TV would almost certainly try to force him to compromise on his principles

[@anabeatrizcosta3214]

The natural process of drying brings me back forgotten childhood memories, sun drying can be tricky, you have to cover or put it away during the night and pray for no rain during the day. I can still remember the smell of opening a covered coffee and walk barefoot over while spreading it with a heavy wood rack. Great videos, thank you for rekindle my love for good coffee.

[@alexandragrace8164]

I was a barista for 6 years, and even trained new staff. But James has taught me so much I never knew.

[@oscarfattoriniFullOps]

Same. I worked at Starbucks many years ago, and when I left I realized I just knew 10% about coffee. The other 90 % was outside and unknown for regular people.

[@floorpizza8074]

Wow. I learned more about buying coffee in this one 26 minute video than I have in over 35 years of buying coffee. Thank you, James!

[@Sybaris_Rex]

Same here and I worked as a barista in the 90s for two years for a coffee shop that sourced and roasted their own beans. However, they treated us front line baristas as little more than a coffee version of burger flippers/fry cooks. They never taught us anything other than how to make the specific drinks and in no way as advanced as I see today.

[@townazier]

It was some twelve minutes into the video, that i realized i am very familiar with all this and thought to myself: "why am i watching this?". I then quickly realized i just like listening to James talk, wrote this comment and went back to finish the video. Oh and a big thanks to you James for all the meticulous work on all aspects of coffee and its community!

[@jordy15322]

I expierenced this too, I think James should start a weekly coffee podcast, his voice is so soothing.

[@fredkay7595]

Yep,me tooI was across all of it and yet still listened in case there was anything I didn't already know😅

[@Ljrobison]

I'm not a beginner to coffee but it's always nice to hear James say it's ok to like non-acidic coffees. Sometimes it feels a bit strange to be so deep into the coffee hobby and still finding a good dark roast to be hard to beat for me.

[@kevinpenfold1116]

Super markets: we can’t have a “roasted on” date, nobody will buy the coffee. People who like coffee: dang, no “roasted on” date, not buying that.

[@hedgehogkiller1990]

Peet's coffee has roasted on date

[@HermitMarmot]

I mean your average person likes coffee and doesn't care about the roast date. Like most things coffee is marketed to the average consumer, not the informed consumer or enthusiast.

[@majorali242]

Yeah, it's called customer segmentation - they're targeting the 80% low-cost market rather than the 20% who are coffee enthusiasts...

[@kenny.m.olsen95]

@@majorali242 Exactly, and they're making mad bank.

[@SeanHoulihane]

Having watched this video, I went to the bag of Aldi '5' beans which I bought last week, having just come to the end of my first bag of home ground beans (expensive present, since I had then to buy a grinder). Rich and refined, BBE Jan 23, 2018 3 11:56 (so I'm assuming the last part is packing date). Still, they serve a purpose at €3? a bag, and I can see some justification to the pricing from online roasters too.

[@Callumlambizle]

Whoever edits these videos, you’re doing a wonderful job.

[@elviejohg744]

I started buying whole grains of coffe this year and last week I gifted my girlfriend a bag of colombian coffe that said it tasted like "yellow fruits" (she uses a french press). She didn't like it, said it was too acidic and thought maybe she was doing something wrong. This video helped me a lot

[@robbiejaeger5441]

The coffee shop I purchase from often has elevation listed on the bag. I'd love to hear more about the influence of elevation on body, taste, etc and any generalizations we can make from elevation.

[@christianhansen3292]

what is it?

[@zunar1]

@@christianhansen3292 I think it's at which altitude where the coffee was harvested. Some Coffee companies show the elevation off the coffee farms.

[@zokariz]

Normally arabica coffee has high altitudes and the flavors are quite unique. On the other hand low altitude often are robusta coffee wich has not so great flavors and often are used for instant coffee or blends with high quality coffee to balance flavors and be afordable, i would like to extend myself but i know u r looking for a summary rather than a long technical explanation. Hope it helps

[@briantaylor1595]

There's a video called 'Everything you ever wanted to know about coffee' or something like that by Chandler Graf, it's a TedEx thing. From 5 mins to 7:40 there is a great explanation about altitude/elevation.

[@jorgenaver8521]

Hello, roaster from Perú here. We have so many different altitudes coffees and yes, everytime we buy, produce or ask in a specialty coffee café, we check the altitude. We mainly drink Peruvian coffee except from Starbucks and Juan Valdez, American and Colombian big brands. And yes, you can find different experiences depending on the altitude. Furthermore, we also check and ask for the valley where it's produce and EVEN the name of the producer and we know the names of most of them. Their quality has their own name, amazing right? Luckily for us, it's really simple to get good coffee, roast it ourselves and then sell some. It's a good place to get to know coffe. You can go and check everywhere to see how they produce the coffee, they are very welcoming. I just wished my country would invest more here in coffee like Brazil and Colombia that they are also getting some good coffee. This is a good place to be to try and produce coffee.

[@TheDestino8]

"Grinding coffe is one of the great pleasures of life" I support that to 100%! I'm someone who in fact doesn't drink coffe and instead just enjoys knowing about it and making it for guests who for some strange reason prefer it to tea. Thing is, the act of grinding coffe is probably the single only thing where I willingly admit in public where coffe is superior to good quality whole leaf tea.

[@truekiba]

This comment is so weird. Kinda wholesome, kinda puzzling.

[@cringeginge7663]

I guide others to a treasure I cannot possess

[@MicukoFelton]

I agree with this. I'm a passionate lover of tea and prefer the tea taste before coffee any day. But grinding coffee beans is somewhat soothing and the scent of it is very nice even if I don't really like the taste.

[@im_Spade_]

"who for some reason prefer it to tea" aka every American ever 🇺🇸 lol

[@thomasbuck303]

Grinding coffee is a pleasure except when you have sleeping babies or toddlers.

[@simonmitchell9274]

James. I came across you after reading a Spectator article on being bored during lockdown and I am now hooked on your coffee videos. This one caught my eye and as a result, I found a great online roaster and subscribed as per your advice, and chose a Rwandan coffee that arrived with a roasting date of a day after my purchase, a good sign I thought. The whole experience of grinding is like another world, the kitchen was filled with the most amazing aromas and the subsequent brewing in my French press produced the best coffee I have ever tasted. So thank you Sir, I didn't follow your advice on grinders, I got a cheap noisy grinder that does the job and I don't hold with your French press palaver of waiting ages and not pushing the plunger down, life is too short and I am impatient... but overall, you have opened my eyes to what to look for and I am delighted to say that I have just received my second order of Rwandan coffee, this time a 5-kilo bag. Yipee I am buzzing with enthusiasm. Simon.

[@DashValkyrie]

In most Aussie cities we're quite spoilt for choice. Lots of cafés roast in-house, and some even have their roasting process on display. It's quite fascinating and actually got me really into the process of roasting.

[@controlschemekeaton]

I want to cry sometimes at how respectful and punctual James Hoffman continues to be as a coffee connoisseur

[@jfl9811]

punctual? I mean I'm sure he is but how do you know, and why does that make you cry?

[@jambatvee3803]

I started my serious coffee journey 3 years ago and thanks to James I have a decent coffee setup at home and slowly getting to know the good stuff. So far single source coffee beans from Kenya and Ethiopia are my favorite . It’s funny I can’t even tolerate instant coffee which used to be my staple. I’m Kenyan so perhaps I’m biased.

[@dannybarz5541]

I hope to see more professionals like James in the niches across KZbin. Great communication, doesn’t gate keep, and draws you in even if your a moderate coffee drinker. He’s not like the elitists of the other communities I’ve experienced. I love your videos

[@erich7861]

My advice to people who are just starting to pay attention to coffee is to slowly gauge upwards. If you jumped immediately from instant cheap coffee to single origin, fresh, $20 a bag coffee, Im not sure itd warrant the extra effort or cost right away. It takes a while to appreciate the subtle differences. Enjoy every step upwards yknow?

[@andrewmaperson]

ok

[@pearlosibu]

Well… i went straight to DeathWish 😅

[@ifoundahazard315]

Thanks so much for the lovely guide. I‘m a complete starter to coffee and I feel so enriched from all the information you gave in those 26 minutes.

[@Martiniization]

James' expertise translates into reliable authority and opinion. Lots of very pertinent tips/suggestions regarding all aspects of coffee and steps for its eventual brewing. I am 70 years old. I enjoy the roasted aspect of most coffee beans for grinding and brewing. However, provided that the finished (i.e. brewed) product does have a roasted aspect, similar to toast and/or tobacco, I enjoy it, without measuring the degree of enjoyment. At 70 years old, I can't be bothered to get into the hobby so deeply. As one gets older, fussiness over degrees of pleasure and developing along the lines of becoming a connoisseur are, so to speak, "jettisoned." Still, it's very interesting to hear James and other knowledgeable connoisseurs expound on the intricacies. Thank you, James. More power to you. Be healthy and prosper, for your sake and for ours. Best wishes.

[@claritean]

the change in voice when he said: "if you dont like speciality coffee, thats ok"

[@SypherXIII]

That's OK... *points to the door*

[@benjamincottle8500]

It’s not ok.... leave

[@smoath]

@@SypherXIII 🤣

[@giovannipcarvalho]

It’s okay to be wrong! :))

[@Nvlarr]

hahahah

[@wheelzwheela]

“Three Sisters” by “Kicking Horse” is the best coffee I’ve ever had. It’s Canadian. It’s a must try.

[@darrochreid]

"...to help you buy stuff you really enjoy and avoid stuff that you're likely to really dislike" = priceless

[@NikkLiberos]

dislike / loathe, if I catched that correctly.

[@cutebabyseal621]

This is hands down the most informative coffee channel I have found. Been brewing pourover for years and somehow didn't know half the info covered in this video. Thanks for leveling up my coffee game.

[@SolamenteVees]

I'm new to your channel but I'm quite impressed with your ability to share knowledge without talking down to your audience, and remain likable; all the while holding the viewer's interest. Well-done.

[@samueltempany2456]

As someone who is newish to coffee as a hobby I would really enjoy listening to a simple, broad strokes appraisal of varietals and what to expect from different regions and beans.

[@RobertsonDCCD]

Me too. I have high hopes that the next installment in this series will dive into that. This was a great introduction.

[@knightmayre]

I've been a capsule and Moka pot drinker for quite a few years. Today I bought my first coffee machine due to getting hooked on your videos. Looking forward to learning more. Cheers

[@AntoninJezek]

I appreciate this guy is both the expert in coffee and he's not a snob telling me that my preferences are not refined enough. Thank you for making me more interested in coffee without pushing me into things I don't like!

[@nicolashromyk5397]

I swear at this point James is just reading my mind, first the Aeropress series, then a dark roast video, and now buying coffee? Soon after I got an Aeropress and grinder and started exploring coffee? Can't be a coincidence

[@glenncurry3041]

As an AeroPress user and whole bean burr grinding dark roast lover for decades, I'm thrilled he's catching up! lol!

[@nicolashromyk5397]

@@glenncurry3041 my thoughts exactly haha! Which grinder do you use?

[@mariellaarias5068]

Same here! Just got an Aeropress after watching James’ series, and I have no regrets :) as for the coffee exploring, I totally agree on buying online. I just recently subscribed to a service and it’s been such a great learning experience

[@rarra]

I think that’s because of lockdown! I did the same

[@notbatman1001]

What? I missed the Dark Roast video?

[@burgers8]

For my birthday, my wife bought me a coffee subscription from a curation service that ships three samplings from Canadian coffee roasters. Great for those wanting to trying new things.

[@lexshizumdot2115]

Great work of explaining to a newbie like me what hides behind the poetic vocabulary of coffee. Informative, concise, accessible. Thanx a lot for your work.

[@danielionsplaylists]

New James video = happy thursday

[@SirBender]

Indeed! 😁

[@someaussiebloke4487]

/friday morning.

[@wilfredv1930]

/sunday morning

[@ILIEKMETALDUDE]

I feel like it would be a fun challenge for you to blind-brew some coffees and then guess which bag it came from based on the descriptors. Fun video! Looking forward to hearing more about processes and origins :)

[@benejpocock]

I've learnt so much over the last couple of weeks binging James' channel. Being able to decode what it says on the bag/website is a huge help as not only does it give you an idea of what the coffee will taste or even feel like in your mouth, but also points you in the direction of what your brew recipe might look like.

[@ifeomaarua6218]

Thank you so much James, this video is very insightful. As someone who is into the coffee sector in Nigeria and still at stage of teaching Nigerians how to drink specialty coffee because we are more of instant coffee consuming nation. This video has proven to be helpful as I engage with coffee enthusiasts and lovers. I love forward to connecting with you soon☕

[@pearlosibu]

I didn’t start drinking real coffee until i moved to the US. I was proudly calling myself a coffee person my whole life and meanwhile drinking instant coffee 🤦🏾‍♀️ Now I cannot survive without my morning routine; fresh ground and French press. That’s my version of meditation. Please do it in Nigeria for the culture. 💞

[@MK-ob4zy]

I am embarking on the Journey. Keep up the good work ✌️

[@AngryGaper]

Would love to see a video that gets into the reasons why Coffee from different regions, elevations, and process carry different tastes on a more chemical level.

[@ChrisNZ2]

For the supermarket brands with a best before date: If you find a brand you like, try and find out what period they add to the roasting date, then you can work backwards from the best before to the approximate roasting date. It will be brand specific, so only works for something you intend to re-buy. Generally you will want to buy the bag with the latest Best Before of that brand, but if you know they add 18 months and you can only find bags with 6 months left on best before you may need to buy somewhere else. Some supermarkets have a much higher coffee turnover than others so buying from a different supermarket than your 'usual' may get you a much older (or newer...) bag

[@greggborden1279]

I think it’d be great to go over the different coffee processes: washed, natural, honey, etc

[@kakalim7626]

I’ve always hesitated to buy coffee just because I never understood how to pick one. This guide is so useful on so many levels to avoid buying a bag of mistake! Thank you Mr Hoffman!!

[@ToddSloanIAAN]

All I got was a headache because I wasn't wrapped up on caffeine like everybody else is? I don't know maybe it's just too much information.

[@tbunreall]

@@ToddSloanIAAN The thing is, the information is useless until you buy something you like or don't like. It just seems like a lot because you don't really know what you want at this stage.

[@darrintykodi5244]

I just make sure that wherever I buy my coffee beans, the bag clearly states “Brad” and “Fresh Coffee Beans” on the bag of coffee. Kidding aside, great video with excellent information 👍

[@leonmulti-things5701]

The new wood looks amazing!! It gives it an extra vibrant style to the set and more bright!

[@chch242]

I did scroll through the comments to see, if anyone noticed :-)

[@sonnyrynsaard3567]

I did notice, I'm not as much of a fan of our though, but my whole coffee setup is grey/black

[@UserNameNiemand]

@@chch242 went the same path! Was about to comment the same, but you've already did that too haha) nothing left for just leaving a like for both of you)

[@chch242]

@@UserNameNiemand that's the ordeal of a successful channel. Statistics. The more people, the more similar minds :-)

[@RB-xv4si]

One thing worth mentioning is that some shops are also roasters and you can buy coffee from them that’s just as fresh as buying a bag online. That’s what I try to do unless there’s nothing in the shop that appeals to me.

[@hamdajassim9881]

I’ve never regretted subscribing to this guy.. thank you for every single info u gave

[@saab9251]

Your comments about acidity vs bitterness has changed how I enjoy coffee. I’ve never been a huge coffee fan, and I’m still learning to love more and more styles, but I stop whenever something harsh hits my tongue to try to evaluate acidity vs bitterness. And doing so has made me learn to appreciate it and take in other flavors.

[@Yobo77]

A huge factor is whether you prefer your coffee with milk. If so, high-acidity coffee is recommended since it balances the sweetness of the milk

[@SkrapSF83]

I’m guessing that goes for powdered creamer to?

[@alinaqirizvi1441]

@@SkrapSF83 just don't

[@bungersinyourarea]

@@SkrapSF83 👀

[@paul-erikhansen5769]

@@SkrapSF83 Yes, even more sugar in these, best to use milk with high fat content... or small amount of cream

[@callizer]

I respectfully disagree. I think the acidity will clash with the sweetness of the milk. I prefer medium-dark roast with milk, and prefer light to medium roast to drink black. The chocolaty flavours go well with milk and the bitterness is balanced with the sweetness of the milk.

[@SimpleIdeaz]

I was always a dark roast fan when I didn't know much about coffee. I watched a bunch of James videos and got a monthly coffee subscription... Whoa did my pallet change and I am amazed at some of the flavors that coffee can give without chemical flavoring

[@semyonkozyrev6451]

James: “Grinding coffee is one of the great pleasures of life.” Me(After hand grinding for my 3rd espresso shot per day): Mmmm..

[@4u2consider50]

Which grinder would you recommend?

[@corneliousism]

@@4u2consider50 crush grind make a good one called the Columbia I think, if you look around you may find it for around £35 as i did. It can grind as fine as Turkish ☺️

[@Acceleronics]

I just bought a 1Zpresso JX Pro hand grinder and I'm hoping to build up some new muscles. As it is now, my grinding action just stalls sometimes.

[@henrywiltcher]

@@Acceleronics I find that with my Comandante C40 too, albeit more rarely than when I started. Darker roasts are usually a breeze to grind though.

[@corneliousism]

@@Acceleronics most hand grinders with the hexagon main shaft can be used with an electric drill bit attachment if you ever get lazy😂, it’s a breeze, however I need my drill elsewhere so i usually just pump through the 12.5g of beans every espresso it’s pretty good say after a week or so.

[@Zevonfan524]

I remember watching this when I just started my coffee journey. It was immensely helpful.

[@brentroman]

I am 40 years old, and today was my first time hearing the word “Treacle”. Thanks James. You are wise.

[@biscuit4259]

What 😲 - amazing! Treacle toffee as a kid was ace, sadly can’t eat it now.

[@sunscreenhoarder6558]

Don't tell me you've never had a treacle toffee? 🥺 You poor soul

[@jeffreywang3409]

First off, thank you for making this video. One other aspect I like about buying coffee that I think may not matter to a lot of people, is experiencing different roasters - paying attention to their branding (what the shop looks like, bean bag designs for a collectible), learning about their stories (for example, immigrant-owned roasters), and reading about their relationships with the coffee farms. To me, it's part of the experience of visiting different coffee shops. Even though their coffee may taste the same as other shops, specialty coffee shops often have their own unique personalities that go beyond the cup itself.

[@pathurd9595]

One of my favorite local coffee places has espresso that tastes like chocolate covered peanuts Another one of my favorite coffee places has a fermented African espresso that tastes like sour raspberries and strawberries Both are the best I’ve ever had

[@notsosecretsnacker5218]

Please tell me you're from Britain? The chocolate covered peanuts sounds lush

[@douglasmckinley-sr1507]

Would storing green beans in an oxygen free environment eliminate the “seasonality” of beans from different regions of the world?

[@christina4462]

Congratulations! You’ve just captured my attention for the whole 26:09 minutes with only one person talking. Wow, you manage to inform me with enough details that I feel that I’ve learned so much but also not overwhelm me. Great job, I have such a better understanding now! Thank you :)

[@onurakkulak3979]

I assumed I'd already know most of this, but I was pleasantly surprised with how much I learned! Love the videos James :)

[@ZeroEscape2074]

one of my coworkers introduced me to coffee grinding and the whole french press, brew your own coffee at home thing (I use to just drink instant lmao), it's been a great change, I enjoy the grinding process and the aroma of the coffee bean, there's a coffee specialty shop near me that sells flavoured whole bean, mostly regarding aroma, and making a cup on saturday morning is a nice change

[@mr.joshua204]

Try buying a nitro coffee maker.

[@michaelmuise2262]

Ran out of coffee today, James always releases his videos at the exact right time.

[@konczpet]

I've been watching this channel for a few month now, but I never made any big change in my coffee-making, because I always thought it would be too much energy and money. I still enjoyed the nice shots and James's sence of humour and talk. So I just wanna say thank you for these simple videos, which can help me getting to better coffee step-by-step!

[@MofoFunk84]

Amazing and informative! I'm a fresh coffee newbie and I've had very little idea at what to expect when I am buying these different coffees! The last 10-15 mins of this video have been a massive help in the search for what I like to drink! Thank you so much!!!

[@JustanOlGuy]

I had never heard about the number grading of strength, I've always shopped Light, Medium, Espresso. I learned something, thank you!

[@cvillian]

Thank you, James! I'm looking forward to your covering these elements deeper in this series: 1) blend vs single origin; 2) processing; 3) growing altitude; 4) varietals

[@stzlys]

Agreed! Would love to hear from him on these.

[@S3lvah]

Yeah, would also like a video that deep-dives into natural- (and honey-) processed coffee.

[@keithepstein2812]

Watched this for the 5th time since May 2021 and learned something new again. He's really a brilliant speaker in that he conveys some much really useful information in such a brief period of time. I really enjoy his videos, even the silly ones (why would anyone try brewing 70 year old coffee beans?). I'd love to have him select coffee for me to try. Maybe a "James Hoffman Coffee-of-the-Month Club"?

[@bookoffholicbookwart5945]

Me who buys nescafe classic yet watches each and every video of james

[@dhananjayringe]

I make latte art on nescafe. Quite fun😁

[@MichaelDreksler]

Nooooooooo

[@bicnarok]

Perfect for greek Frappe though.

[@daconor91]

Watching this while self-isolating and recently having lost my sense of smell/taste due to covid. I miss the taste of coffee so much. When my senses return I'm gonna brew the best coffee I possibly can!

[@CampLJNC]

So sorry. I Think I had covid last year--I could enjoy my coffee, but towards the end of each cup I kept smelling burnt toast. I kept checking, but no one was ever making toast! Weird, right?

[@sk_abstract_art]

I hope you're feeling better and got your taste back!💜

[@im_Spade_]

To be able to enjoy and explore the depths of all aspects of my life to the depth that James Hoffman enjoys and explores coffee is an unobtainable dream. But I'll start with coffee.

[@stretchmcgee]

This really opened my eyes. I hate that all this isn't made more clear as I dislike unnecessary ambiguity in general but it's good to finally be holding the translation card for all this. Also I love seeing more of the mindset of "the correct way to drink it is the way you enjoy". Not enough of that going around.

[@decameter]

I'm a big fan of single origin, and I'm lucky that around me are 3 local roasters I can go directly to their roastery and pick up the best of their single origin. And they all have super transparent packaging, especially my absolutely favorite Anodyne, they work with specific coops and they put their name right on the bag, along with the altitude and region. It's been awesome, I've gotten to enjoy great coffee from all around the world and from truly special farms. It's always nice to know you're not just supporting a small business, but also the people who make that business possible.

[@maclafm1252]

This man is a treasuer of KZbin. "I'm a snob about coffee but not going to judge you on what you drink, I just want to help you find someting you like. I also have a coffee company and could push my products down your throat, but I'm not going to because I acknowledge that other companies also make good products." Good on ya James!!

[@AlexanderBalchev]

One thing I saw someone say about coffee's descriptors - those are taste notes. They don't say the coffee is going to taste like what it was described as, more accurately is that the coffee will reminisce the notes as if you are eating the described thing. It will still taste like coffee but remind you of the sensations of the other things (e.g. ice-cream's creaminess, grapefruit's punchiness, amarena cherry's syrupy tartness). And let me tell you that - sipping coffee and experiencing those notes is what makes this whole adventure fun! :)

[@nicolashromyk5397]

It's the exact same with whiskey, the notes are supposed to be reminiscent. You probably aren't literally smelling/tasting pear or cherry in a sweet scotch, but that's what you might think of as you explore it.

[@krytenfivetwothreep2485]

Sometimes you really do get a big hit of one of those descriptors though. I've got a Chinese coffee right now and one of the descriptors is freeze-dried strawberry, and there have been a few cups where that note has come through so strongly that I would've sworn someone had put a dollop of strawberry jam in my coffee when I wasn't looking

[@AlexanderBalchev]

@@krytenfivetwothreep2485 Oh yeah, absolutely! I've had a coffee from Honduras that supposedly has a note of ice-cream and once I made cup that shocked me how vividly it reproduced the flavour of strawberry ice-cream. Even the smell. Coffee is awesome like that. :)

[@dodaexploda]

I do belive that James has covered this before. But I do believe this is what he is referring to when he talks about citrus giving an acid feel. It's not like the coffee will taste like an orange. It will only have the aciditiy and brightness of an orange.

[@kasperbach9939]

Personally, I'd really like to know when I shop for coffee (which is essentially always at the supermarket, because its cheaper and I'm a student), is how to source ethically produced coffee. I navigate after Fairtrade as a baseline, and generally organic, so I can be confident that at least the producers didn't have to work with chemicals, but what more can I do? Are there producing countries which have stricter work regulations, or something else to navigate by to better source ethical coffee.

[@acadiamusic514]

Direct trade implies the roaster purchased directly from a specific farm or union. Usually it means they have created a relationship with them as well, visited the farm, and typically pay above even fair trade prices!

[@kasperbach9939]

@@acadiamusic514 That's helpful! Thank you, I'll try to look out for that :-)

[@acadiamusic514]

@@kasperbach9939 no worries!

[@averylfong4843]

To really be (more) sure about the source and ethics/traceability of the coffee, I'd suggest buying from a local cafe that roasts or a roastery, or just order straight from them online. The supermarket is a huge gamble a lot of the time, especially with regards to freshness as James mentioned in the video. I'm certainly no expert, but I also know there is a lot of discourse around the real 'fairness' of 'fairtrade', and even 'organic'. With a roaster, often they will try to be open about the origin of the beans, highlighting specific regions or even single farms. Many have direct communication and a relationship with those producing areas/farms - some roasters even visit the farms themselves, etc. It'll usually be on their website. A lot more research can be done on your end as the consumer, and if you're getting whole beans straight from the roaster as James also suggested, it's often cheaper than you'd expect. Look for roasters in your country/area, or ask around at your local cafe! You may be paying a bit more for traceability, but in the long run you're helping not just producers/farmers more directly but also supporting (local) small businesses that also care about traceability - it's all a cycle, and a vote for fairer, more direct trade at the end of the day (and tastier, fresher coffee).

[@kasperbach9939]

@@averylfong4843 I agree completely, but where I'm based, even the cheapers local roasters are still four to five times more expensive than fairly traceable supermarket coffee... Perks of living in one of the more expensive places in the world... :)

[@simple_livin]

Before randomly coming across one of your videos, I rarely drank coffee & assumed all coffee had a strong bitter quality based on drinking Folgers (black) here and there. Now I'm intrigued to find out what "good" coffee tastes like (been binge-watching your vids my guy). Side note, you could make a video about paint drying and I'd watch every second. Top notch content

[@SkyOverEvrythng]

James mentioned "tea", which is a really good choice for the light-roasted New World coffees, but I get specifically green tea, and particularly Chinese green teas like longjing / dragonwell or huangshan / yellow mountain teas, with their aromas of fresh grass. That is decidedly not what I look for in a cup of coffee, but this video may help me avoid them, so: bravo!

[@Noobzilla_]

immediately pleased to see that “part 1”

[@fmclips877]

couldn't agree more ...

[@OmmieFerguson]

@@AxxLAfriku #ad

[@arthurb8436]

@@AxxLAfriku pathetic

[@ja52ng74]

He changed the video title, doesn't want to commit to a series? :/

[@jiinx72]

Noticed a huge difference when I started buying from online roaster's I.E. Rave coffee. Biggest difference was taste profile. The fudge blend which is their latte blend had the fudge sweetness and was alot easier to dail in and keep producing good shots throughout the whole bag. Which was alot less frustrating Vs supermarket or eve the local coffee shop which was selling whole bean

[@BrentBlueAllen]

"Now I know you know how to buy coffee..." You put too much faith in me, sir.

[@madebyrequest]

A video that starts with "a beginner's" will always be my personal favorite

[@dgmstuart]

The guide to how to understand coffee descriptors is amazing: life-changing even.

[@OswaldDigestiveClinic]

If you liked this video, you may also want to know that Research shows that coffee can help with mental alertness, type 2 diabetes, weight loss, Parkinon’s, prevention of cardiovascular disease, and may prevent gallbladder disease!

[@yveslaingui457]

I can finally understand what they mean when they describe coffee flavors on the bags now, thank you!

[@mitchell2719]

One of the most important factors for me is buying ethically sourced coffees, or ones that help specific communities. I'm privileged enough to be able to choose from a variety of nice coffees, so the absolute least I can do is support companies that don't actively exploit people in their supply chains.

[@Baunmwolle]

It would be interesting if James has any perspective to offer relating to Fair trade and other eco seals and if they actually make a difference in the coffee world. I feel many local roasteries claim they buy directly from small producers but offer no transparency on that claim...

[@toasterboy708]

@@Baunmwolle He would rock a few boats with that topic i'd guess.

[@Adam-vx6to]

@@Baunmwolle I think like most of us in the industry, he would rather buy from roasters that work with the farmers and invest back in them in a traceable way.

[@Baunmwolle]

@@Adam-vx6to Sure, as would I. But my point is that claiming something without independent verification is an easy thing to do. I would love roasteries taking a strong stance towards more transparency in their supply chain regarding fair shares and working conditions. Basically every local roasterie in my city claims that they know the farmers personally and that they pay fair prices, etc. But as a consumer I have no way of knowing if this is true.

[@Adam-vx6to]

@@Baunmwolle ah see see what you’re saying now. Ya I totally agree

[@gdonaldson6711]

For going to coffee shops - always ask what they recommend! I've ended up getting several different coffees I would never have bought myself and really liked most of them. Always worth a punt!

[@ArtfulMaverick]

2:29 I'd recommend for people to transfer their ground/whole bean coffee into an airtight container. That way the aromatic flavours will get slower in escaping than say...in the bag, for example.

[@mikaelpettersson2389]

I totally agree with your experience and advice! I absolutely hate the "fruity" coffees, and had the worst espresso experience ever in a speciality coffee shop, selling a 'modern espresso that was so sour that my tongue felt hairy! To my experience the 7g espressos served in Italy are still unbeatable, if made by the right batista!

[@JTTTTTGGGGG]

Omg this is already so comprehensive, thank you James!!

[@OswaldDigestiveClinic]

If you liked this video, you may also want to know that There are advantages and disadvantages to consuming coffee. One population study on 4 million international individuals found that daily, consistent coffee consumption led to 8-28% reduction in all-cause mortality (prevention of chronic disease)! On the flip side, too much coffee can result in negative side effects, such as headaches, ear ringing, nausea, vomiting, and gastric distress.