For everyone celebrating Thanksgiving today, may it be a pleasant one that hopefully ends with better coffee than Maxwell House. Cheers!
From the 1945 Maxwell ad:
This year–especially—Thanksgiving is a red-letter day. A day of rejoicing… of reunions… of “home again” dinners, lovingly prepared, pleasantly lingered over. And as the fragrance of spicy pies and puddings scents the air, the mellow richness of Maxwell House Coffee adds its own very special good cheer to the occasion. There’s a warm welcome in every friendly cup.
It’s a coffee worthy of a gala dinner. Expertly blended—it combines many fine Latin-American coffees for extra flavor! Manizales for mellowness! Bucaramangas for full body! Medellins for richness! Still other choice Latin-American coffees for vigor! It’s Radiant Roasted too—to develop the maximum flavor goodness!
After reading an article about coffee & seasonality on Nordic Coffee Culture recently, some of what the article discussed reminded me of the entertaining marketing spin used in this 1950′s commercial for Yuban Coffee.
(Yuban is) Richest because it is blended with rare, aged coffee beans…Yuban adds to its blend, beans that are aged to peak flavor; like vintage wine, the choicest cheese, the finest steak…well worth the few extra pennies you’ll spend.
Who wouldn’t want to buy a coffee that’s compared to the finest wines? That technique is sometimes still used today to try and differentiate “third wave” coffee from the rest. Ironically, that strategy is 60 years old and was once used to sell canned coffee from God-knows-where. While Yuban may compare their rich tasting “aged coffee” with vintage wine, Tim Wendelboe compares the technique to defects in corked wine.
The problem with storing unroasted coffee is that after a certain time, (depending on how the coffee is dried, packaged, shipped and stored) the coffee will start loosing moisture and taste more bitter and woody after roasting (almost like corked wine).
If you haven’t read the article, it’s worth checking out. It will give you a better understanding of the seasonal direction many progressive coffee roasters are moving in, as they strive to offer the freshest and highest quality coffee experience possible.