On October 1, Counter Culture Coffee’s new world class, state-of-the art training facility will officially open in New York City. The fully renovated space offers 3,600 sq feet of epic coffee training wonderland that will include one of the first Modbar systems in the country as well as equipment from all the top equipment manufacturers—La Marzocco, Ditting, Mazzer, Nuova Simonelli, Marco and Mahlkonig. If the Modbar wasn’t enough there will also be several Über boilers and an EK-43.
Counter Culture Coffee is headquartered in Durham, NC but sells coffee through wholesale accounts in most major cities and beyond. The company doesn’t have cafés of their own and instead focuses their energy on thoroughly training their wholesale customers. The training program has proved quite successful for their own employees as well, helping both Katie Carguilo, the 2012 US Barista Champion and Erin McCarthy, the 2013 World Brewers Cup Champion win their respective competitions.
The training center will be used for an array of classes from the company’s Counter Intelligence program and boasts an incredibly multi-faceted design to host a broad range of events. There will be free public cuppings every Friday at 10am (which also take place at their other training centers around the country), home brewing workshops and even food pairing events with guest chefs.
For the industry side, there’s an espresso training room that fits up to 20 people, a full service tech lab in the basement, and a competition training room. If you happen to be a Counter Culture wholesale customer you’ll even have your own key. As Counter Culture’s own Jesse Kahn puts it, “our training lab IS our wholesale customers training lab. They have access whenever they need it. It’s all about helping people have sustainable in-house training.”
The design utilizes ample amounts of reclaimed and salvaged wood filling the space, and its 16ft high ceilings, with some warmth. The architect, Jane Kim, has worked with other well known coffee spots in NYC, including the second location of Everyman Espresso and Third Rail, but the work for Counter Culture seems to better reflect some of her beautiful lofty residential work.
[above the CCC dream team in their new training center: Park Brannen, Katie Carguilo, Jesse Kahn, Erin Meister, and Erin McCarthy] Photos: Alan Tansey
For those of you in NYC this weekend, the training center will have an open house on Friday and Saturday to celebrate with cuppings, brewing workshops and giveways. I can’t make it, so stop by the new space, taste some great coffee, Instagram the hell out of it and give Jesse Kahn a giant hug for me.
The New York Counter Culture Training Center
376 Broome Street
New York, NY 10013
Some coffee guy who you’ve most likely never heard of is running for NYC Mayor. Well not actually, but it was a good way to get his coffee company’s press release published in the New York Times. The only thing interesting about this company’s million dollar campaign is watching Lewis Black, who always seems like he’s had one too many cups of coffee, rant about how important coffee is to NYC.
John Vassilaros is a personal friend of Lewis Black and the owner of Vassilaros & Sons Coffee, a large wholesale coffee company that’s been selling coffee direct to diners and dives around New York for 95 years. Now they’ve got themselves an AD agency (NSG/SWAT) who wants to help them sell directly to customers and claim the title of “New York’s own” brand of coffee, which they say doesn’t currently exist—ignoring the success and admiration of New York coffee companies like Joe, Grumpy & Gimme!
The company’s new strategy involves “developing new products” like an Italian roast espresso and a premium-priced (note: not premium quality) line of coffees called 1918. The first offering in this new premium-priced line of coffee includes a “rich roasted Sumatra.” So intense, earthy and bold!
Meanwhile, the company’s social media strategy includes a new Instagram account, who’s first post is a reappropriated image of Sam Penix’s coffee tattoo from Everyman Espresso—another well-known name in NYC coffee. I guess Vassilaros $1 million dollar budget wasn’t large enough to develop original content alongside their new products. But then again, Vassilaros thinks the “new world” of coffee still revolves around Starbucks, so they didn’t spend much on research either.
Coffee Common has officially begun! After spending the last 48 hours unpacking boxes, transforming our space and orienting a new team of baristas, we’re ready to roll. If you’re in New York between today and Sunday, this shouldn’t be missed. Come try some great coffee, learn a lot from fabulous baristas and see what I’m doing when I’m not writing here on DCILY. This page will be dormant all week, but follow along over at Coffee Common for live updates.
The doors to Coffee Common have officially opened to the public here in NYC and we’re really excited to share these great coffees with everyone. For $5, you’ll be given a ceramic vessel to use while you’re in the space to visit each of our bars as often as you’d like.
Each bar features a different focus on ingredients, method, and taste where you can discuss all the details of brewing a great cup of coffee and learn to enjoy the differences between coffee varieties and brew methods. We also have a Breville brew station where you can work hands-on with one of our awesome baristas to learn how easy it is for you to brew great coffee at home.
All of the coffees we’re brewing can be purchased at the store along with the brew methods we’re using and limited edition Coffee Common merchandise. Come say hello, taste several great coffees and learn something new from a great team of baristas.
144 Tenth Ave. (At 19th Street)
Thursday: 11am – 6pm
Friday: 11am – 7pm
Saturday: 11am – 6pm
Sunday: 11am – 6pm
Saturday: GiltCity Tasting (buy tickets)
Sunday: Skillshare Espresso Class (buy tickets)
posted by bwj
on 01.19.2012, under Misc.
After leaving the SCAA Expo in Houston, I headed to NYC to spend a week with friends and explore more of NYC’s continually growing coffee scene. There have been so many new additions since living there three years ago, it can be hard to know where to begin once you’ve tried the more well-known staples like Gimme, Grumpy, and Ninth Street.
Thankfully, New York Times food and coffee writer, Oliver Strand has curated an excellent list as a part of the New York Time’s free iPhone app The Scoop. Of the 74 coffee shops and cafés listed (which are updated monthly), I’ve now been to 30 of them—21 during my most recent trip.
The app is extremely comprehensive and covers a range of shops, from tiny coffee bars to high-end restaurants with table side coffee service. The integrated map guides you to your destination and includes brief summaries written by Oliver himself. Of the places I tried, I only had bad drinks at a few of them and would recommend all but two.
When I visit a shop and want to get a solid perspective of what they offer, I usually order an espresso, a macchiato, and if they brew-by-the-cup—a drip coffee. If I’m approaching my caffeine limit or short on time, I may settle for just one drink. I also factor in the ambiance & design, cleanliness, customer service and general experience when deciding wether I really like a place or not. It’s rare to find a shop that captures everything so well that you call it perfect, but some get pretty damn close.
I discovered a lot of great new places on this trip that I most likely never would have found if it weren’t for The Scoop. Some became new additions to my, “must visit” list and others are just good relative to their neighborhood. One thing that surprised me the most during my recent trip was the influx of Counter Culture Coffee. Maybe they’ve always been there and I hadn’t noticed, but I would guess that 50% of the shops I visited were brewing CCC. Not that this is bad, they offer great coffee, it just seemed to be a very noticeable increase of market saturation.
Some of the highlights from this trip:
Best espresso: Single Origin Ecco Tanzania Edelweiss Estate at Kaffé 1668
Best macchiato: Stumptown Hair Bender at Variety
Best drip: Woodneck of Heart Roasters, Colombia Alfredo Rojas at RBCNYC
Best new café: Dora in the Lower Eastside
Best view: Joe at Columbia University
Best hidden gem: Bakeri in Williamsburg
Best ambiance: Bluebird in the East Village, Sweetleaf in Long Island City, Third Rail in Greenwich Village and Dora in the Lower East Side
None of these are conclusive and each visit to NYC would most likely lead to new results, but if you use them as a starting point, combined with Oliver’s list, you will be on your way to exploring some of the best the NYC coffee scene has to offer. Let me know of any great places I’ve missed. I’ll be sure to check them out on my next visit.
Download the free New York Time’s Scoop App
All photos taken with another great free iPhone app called Instagram.