Since the early days of brew method videos, there’s been an impressive evolution in the quality of the videos being produced. From the academic, to the clever to the action packed—tutorial videos have become a way for coffee companies to educate consumers, market themselves and have a bit of fun in the process.
The latest addition to the brewtorial archive comes from Cartel Coffee Lab in Arizona. Using the same “Stranger Than Fiction” notations as their earlier video, their latest—also produced by Ah Dios—gives the mid-century modern Chemex a southwestern flair.
I’ve never been to Arizona, but I’ve recently noticed an increase in Twitter followers from the Grand Canyon state that may signify the growing interest in Specialty Coffee there, which I’d previously been ignorant to. After seeing this video made by Ah Dios for Cartel Coffee Lab—it looks like they’ve played a big part in that growing interest.
Founded in 2007, Cartel Coffee Lab now has 4 locations in Arizona (Tempe, Scottsdale, Phoenix & Tucson) and roast their own coffee in a lovely San Franciscan roaster at the Tempe shop. They are active in organizing educational classes—and based on this video—have a humble, but principled approach to serving great coffee.
This video is great for blending commentary from the founder with high-def coffee porn and incredible facial hair cameos. Bonus points for the “Stranger Than Fiction” style annotations and their future expansion into beer brewing.