â ¦ is the huge marketing push to establish and propagate the myth that gourmet espresso should be bright, fruity, and brassy.
What is the motivation for investing such a lot into their campaign of deception?
Well 99 out of 100 drinkers of espresso based drinks want milk with their espresso, so it makes sense to roast a bright, fruity, brassy roast to cut through the milk fat. With this we completely agree.
But having to roast something different for the 1 in 100 genuine espresso and ristretto drinkers is a pain in the proverbial from an operational efficiency point of view for roasters who are focused on the 99 milkies, where the lion’s share of the market lies.
So they seed the myth that espresso in the third wave coffee phenomenon should be bright, fruity, and brassy. Then they don’t have to roast a separate roast for the minuscule number of espresso drinkers. Its that simple.
Dissenting voices are drowned out in a cacophony of social media and wider marketing thrust to alter your opinion on what great espresso should taste like.
Londinium Espresso is a small independent roaster founded for the 1 in 100 espresso drinker. Those who know that great espresso is smooth, rich, delicate, complex, and dense.
Perhaps its time to try Londinium Espresso and discover how great espresso can taste, instead of drinking a convenient roast designed for the masses, that is to say, milkies.