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The 3 Lessons Learned Tasting Coffee with 10k People by James Hoffmann

1. Natural Processed Coffees are Divisive​

Natural (or dry processed) coffees are highly polarising. In this process, the entire coffee cherry is dried before the seed is removed, which often results in flavours ranging from tropical fruit to slightly fermented fruit.

  • Risk: While many people find them eye-opening (tasting like blueberries or strawberries), a significant portion (potentially 40%) find the fermented fruit quality off-putting.
  • Advice: If you run a coffee shop, avoid brewing natural processes on your batch brew, or at least be aware of the risks involved in serving them to people who may be new to specialty coffee.

2. Washed Ethiopian Coffees are Universally Palatable​

The most accepted and universally enjoyed coffee among the participants was the washed Ethiopian coffee.

  • Characteristics: It was light-bodied, aromatic, and floral. It did not necessarily taste like what people expected coffee to taste like, but it was very easy to enjoy.
  • Recommendation: The data suggests that if you are introducing someone to specialty coffee for the first time, a beautiful washed Ethiopian coffee is the safest and most likely enjoyable starting point.

3. Comparison is Everything​

Comparative tasting is crucial for understanding and appreciating coffee.

  • Benefit: It is easier to talk about complexity, bitterness, or sweetness when you have another coffee as a point of reference, rather than relying on memory.
  • Suggestion: Even brewing a cup of cheap instant coffee alongside your specialty coffee helps people understand what you like about the fresh brew. This allows the user to easily identify the differences in flavour and character.