James Hoffman starts his video week off with a bang

Written by Poul Mark |  July 6, 2009
James kicks off his video campaign with a bang, and throws out the question, initially asked by the good folk at the Coffee Collective in Copenhagen, is crema a good or bad thing in espresso.  Watch the video, try it out for yourself, and let your tongue decide.  We will be doing our own little experiment, and will report back our preferences.  Regardless of the outcome, this kind of banter is fun and absolutely necessary.

4 comments

  • By Alain Beaudry  |  Thursday, July 23, 2009 06:58 PM

    What fun!

    I tried this experiment with two coffees - An espresso blend and a PNG. With the crema removed, I picked up more fruit and sweetness from each. I think I missed a bit of the mustiness I like in the PNG, but I found the more subtle characteristics in each coffee much easier to notice.

    All in all, I might take the plunge and drink sans crema here on in.


  • By Betty Ortiz  |  Wednesday, July 8, 2009 09:40 AM

    interesting - we will do a blind test with some of our espresso aficionados at spruce street espresso and provide some feedback.

    thanks

    Betty


  • By Irving Isler  |  Monday, July 6, 2009 10:02 PM

    It's nice to see people approaching what could be a very sensitive, emotional, and phenomenological challenge with such openness.

    I'm sure I'll experiment in the same way.


  • By Poul Mark  |  Monday, July 6, 2009 11:25 AM

    Just tried this little experiment with our espresso. I skimmed the crema off the first cup, and then vigorously stirred in the crema into the second cup. Both I and James (our marketing director) agreed, the sans crema espresso was sweeter, the fruit was more available, and on the whole tasted better. The crema shot was more rough, and had more of an astringent characteristic to it. Good experiment, although I don't know if we will start skimming crema off the shots we serve our customers. Perhaps this is why I actually prefer brewed coffee over espresso.


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