espresso and coffee - josuma coffee company€¦ · espresso the science of espresso extraction...
TRANSCRIPT
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Au Malabar Gold® Espresso
Espresso and CoffeeMore Different than You Think
Melind JohnJosuma Coffee Co
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Au Malabar Gold® Espresso
Learning about Espresso Is a Lot Like that Scene in “The Matrix”
Take the Red Pill. Stay in Wonderland. We’ll show you how deep the rabbit hole goes...
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Au Malabar Gold® Espresso
PART I: WHY WE EVANGELIZE ABOUT ESPRESSO (AND YOU SHOULD, TOO!)
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Au Malabar Gold® Espresso
The First Principle of Espresso
TRUE ESPRESSO IS SUPERIOR THAN EVEN THE BEST BREWED COFFEE
Done the right way, espresso will be sweeter (and creamier) than drip coffee can ever be.
The Goal: A beverage (True Espresso) that tastes like ground coffee smells.
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Au Malabar Gold® Espresso
Corollary to the First Principle
Espresso is the MOST IMPORTANT INGREDIENT for cappuccinos and lattes.
Adding milk to bitter espresso simply results in a bitter cappuccino or latte.
A sweeter latte that needs little/no sugar must start with True Espresso.
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Au Malabar Gold® Espresso
PART II: THE ART AND SCIENCE OF MAKING ESPRESSO
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Au Malabar Gold® Espresso
The Second Principle of Espresso
ESPRESSO ISN’T JUST ANOTHER WAY TO MAKE COFFEE. IT’S BOTH A PROCESS AND A PRODUCT.
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Au Malabar Gold® Espresso
TRUE ESPRESSO Oozes Out Like Molten Chocolate
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Au Malabar Gold® Espresso
This Is NOT True Espresso
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Au Malabar Gold® Espresso
TRUE ESPRESSO Looks Like This!
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Au Malabar Gold® Espresso
Comparison: Extraction Parameters
Small Coffee vs Double Shot of Espresso
NOTE: To produce a single shot of espresso, reduce the amount of ground coffee and the amount of water. Leave all other parameters unchanged.
COFFEE ESPRESSO
Water Amount 12 oz 2 oz
Ground Coffee 14-18 grams 14-18 grams
Brewing Temperature 190-205 F 190-205 F
% Dissolved 18-22% 18-22%
Extraction Time up to 4 minutes 30 seconds
Grind Setting Medium/Coarse Fine
Water Pressure 1 bar 8-10 bars
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Au Malabar Gold® Espresso
Espresso Defined (Process)
Beans ground to order. Grounds that are fine enough and tamped firmly enough to resist the water pressure and EMULSIFY THE COFFEE OILS. Flows slowly out of the portafilter so that in ~30 SECONDS one has two ounces of Product.
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Au Malabar Gold® Espresso
Pressure = Energy
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Au Malabar Gold® Espresso
The Science of Espresso Extraction
• Coffee oils do not mix with water. Under pressure, though, oils are extracted, formed into microscopic droplets, and suspended in the coffee concentrate.
• The emulsification of the coffee oils is what distinguishes espresso from strong coffee.
• If you use the energy from the water pressure correctly, espresso will ooze- not gush- out of the portafilter. Slow Espresso = Delicious Espresso.
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Au Malabar Gold® Espresso
True Espresso: Aim for a Thin, Narrow Stream
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Au Malabar Gold® Espresso
True Espresso: Aim for Some Hesitation in the Outflow
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Au Malabar Gold® Espresso
Espresso Defined (Process)
Beans ground to order. Grounds that are fine enough and tamped firmly enough to resist the water pressure and emulsify the coffee oils. Flows slowly out of the portafilter so that in ~30 seconds one has TWO OUNCES of Product.
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Au Malabar Gold® Espresso
Stop at (or before) Two Ounces!
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Au Malabar Gold® Espresso
Espresso Defined (Product)
The Process results in a dark, smooth, LOW-ACID, heavy-bodied, aromatic bittersweet coffee drink topped by a THICK, REDDISH BROWN FOAM OF TINY BUBBLES.
NOTE: In more technical terms, espresso is a colloidal dispersion produced by emulsifying ground coffee’s insoluble oils.
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Au Malabar Gold® Espresso
True Espresso: Aim for Ample Crema
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Au Malabar Gold® Espresso
Here’s Why Crema Is Important
• Evidence of Oil Emulsification
• Alters Physical Properties of the Drink
• Attaches to Taste Buds
• Captures the Coffee Aroma
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Au Malabar Gold® Espresso
PART III: WHAT ARE THE BEST CAFES DOING DIFFERENTLY?
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Au Malabar Gold® Espresso
The Third Principle of Espresso
DELICIOUS ESPRESSO DOESN’T HAPPEN BY ACCIDENT.
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Au Malabar Gold® Espresso
Four Areas of Excellence
❏ Beans
❏ Equipment
❏ Barista
❏ Owners/Manager
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Au Malabar Gold® Espresso
Beans: Do’s and Don’ts
DO: Be an informed buyer. Not all beans can produce True Espresso
DON’T: Use beans roasted too dark.
DON’T: Rely on highly acidic origins.
DON’T: Use blends w/ five or more beans.
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Au Malabar Gold® Espresso
Equipment: Do’s and Don’ts
DO: Invest in a high-quality grinder. The machine costs 10x as much but the grinder is 10x more important.
DO: Invest in a filtration system that will reformulate your water content.
DO: Implement daily, weekly, and monthly maintenance regimens.
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Au Malabar Gold® Espresso
Baristas/Staff: Do’s and Don’ts
DO: Train for consistency first. Quality shouldn’t depend on which barista makes a customer’s drink or whether the shop is busy or slow.
DON’T: View training and a quick- or even a one time- thing. Baristas may need 250-500 practice shots before serving customers.
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Au Malabar Gold® Espresso
Owners/Managers: Do’s and Don’ts
DO: Invest in beans, equipment and training.
DO: Be hands-on. Enforce a quality standard.
DO: Hire staff that takes pride in their work. You can’t train attitude.
DON’T: Take shortcuts. Slow Espresso = Delicious (True) Espresso.
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Au Malabar Gold® Espresso
The Case for True Espresso
REASON #1: When done the right way, espresso can be delicious in a way that brewed coffee is not. Sweeter. Creamier.
REASON #2: With so few cafes producing stellar espresso, this may be the best way to stand out in a crowded coffee market.