There’s a new coffee doctor in town, Dr.Drip, whose medicinal looking product aims to combat the virus of instant brew across the land. Each pack comes with five “pop-up” pour over stands and five packs of pre-ground coffee—available in four mediocre sounding blends: Organic Blend, Premium Signature Blend, Dark Sumatran Blend, and Decaffeinated Premium.
The product was created by Gordon Grade Coffee, a father/son company who wanted to develop a simple and portable single-cup brewing device that didn’t need any fancy equipment. Its a good looking product. Sadly, they’ve chosen to market their product in the most trite sounding terms available, using every catchphrase of the moment:
All of our Gordon Grade Coffee is made from 100% superior quality Arabica beans, carefully selected from the world’s best growing regions. Artisan roasters escort the beans through the roasting process, crafting rich, flavorful all natural, fair-trade or organically grown blends before the beans go on to receive a precision grind.
I haven’t personally tried these, and won’t have time to before leaving the country, but they piqued my interest for two reasons. First, I think the design, although very pharmaceutical, is kind of nice. I’m a sucker for simple geometric illustrations. However, the perpetuation of marketing coffee as a drug is rather annoying. Second, they reminded me of the Kalita Katan disposable drippers that Wrecking Ball Coffee sells (and for much less). A pack of five Dr.Drip pouches costs $9, while a pack of 30 Kalita drippers costs only $8—but you must supply your own questionable pre-ground coffee.
I think the drippers are a great idea for travelers, and they look sturdier than the Kalitas, though I’m not sure how they compare brewing wise. My suggestion to Gordon Grade Coffee would be to start selling just the drippers (at a more competitive price) and let the customer provide their own coffee. If the product performs, I bet they’d have a bigger market in Specialty Coffee than they realize.