Decaf’s Time to Shine
Decaf coffee has always been the underdog—seen as the dull, flavourless cousin to regular coffee. But the specialty coffee world is flipping the script, and decaf is finally getting the attention it deserves.
James Hoffmann, former World Barista Champion, coffee author, and YouTube legend has created a world wide tasting event. Known for making coffee education fun and accessible, James has launched The Decaf Project to prove what many in the industry have long known: decaf can be just as complex, exciting, and downright delicious as any other coffee.
What’s The Decaf Project About?
This isn’t just about caffeine-free coffee—it’s about transforming how we see decaf as an industry and as individuals. The Decaf Project dives deep into the processes that transform green coffee into decaf, showcasing methods like Swiss Water, CO₂, and sugarcane. Each method affects the flavour in unique ways, and the project highlights how decaf isn’t just a substitute—it’s an art form. By tasting these coffees side-by-side, the project reveals the immense skill and care that go into producing high-quality decaf.
Decaf Love at Rosso
We were thrilled to be part of this global initiative. The excitement for decaf was real as we roasted the green coffee provided for The Decaf Project, and our 600 sets sold out in less than 48 hours. We even received over 20 calls from people hoping to snag tasting kits after they were gone. It’s a testament to how much the conversation around decaf is evolving and how social media connects coffee lovers around the world.
Why This Matters
Projects like The Decaf Project aren’t just about selling coffee—they’re about driving innovation, fostering inclusivity (think enjoying coffee at any time of day), and elevating the entire coffee industry. They shine a light on how even small details, like decaffeination methods, can make a huge impact. For the specialty coffee world, embracing decaf isn’t just about expanding the market; it’s about honouring the craft and ensuring there’s a cup for everyone to enjoy.
If you’re curious about decaf, we explored its rise and importance in an earlier newsletter. Check it out here for a deeper dive into why decaf matters more than ever.
Want to See How It Tasted?
Curious about the results? We’re releasing a video tasting these coffees and you’ll find that on our YouTube shortly and see James Hoffmann’s The Decaf Project worldwide tasting event here. It might just change the way you think about decaf!
a weekly highlight of content that we’re fascinated to share
Reading: The Creative Act: A Way of Being by Rick Rubin – A thought-provoking guide to creativity from the legendary music producer. Rubin dives deep into the philosophy of creating art, offering insights that transcend music and apply to anyone seeking inspiration. He’s known for shaping iconic albums with artists like Johnny Cash, Adele, and the Red Hot Chili Peppers.
Watching: Salt, Fat, Acid, Heat – Hosted by chef and food writer Samin Nosrat, this visually stunning Netflix series explores the four fundamental elements of great cooking. With stops in Italy, Japan, Mexico, and California, Samin shares her infectious passion for food, teaching viewers how to elevate their cooking by mastering balance and flavour. It’s an inspiring and accessible journey into the heart of what makes food delicious. You can read it too 😉
Listening: Song Exploder! This podcast offers an intimate look into the creative process of musicians as they deconstruct their songs, sharing the stories and techniques behind their work. Check out the episode featuring Kae Tempest discussing thier track “Move” from the album The Line is a Curve, which was executive produced by Rick Rubin (nice tie-in, eh?)
Brewing: We are drinking decaf baby!
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respond with a photo of your brew bar or get creative with an AI generated scene and we’ll feature and share in an upcoming week of BTD
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Distance: Buy the Drip run club. Clocking some kilometers. Two people ran marathons this week, big ups to them. Help us push a few more kilometers through this week?
Running is 90% mental. So is coffee.
Want to join us as we hit the road? Let’s connect on Strava! or, join our Whoop group – just respond to the email and let’s grind together!
Decaf kits sold out in 48 hours