The Diary Of A CEO with Steven Bartlett Moment 158: What is The Best Cheap Coffee? Coffee Expert Reveals In Blind Taste Test: James Hoffman
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Apr 19, 2024 
James Hoffmann, a world-renowned coffee expert, dives into the world of high street coffee. He performs a blind taste test, illuminating the impact of roasting on flavor and aroma. Hoffmann emphasizes the unique qualities found in local cafes versus major chains, advocating for community support. The discussion touches on how personal preferences shape our coffee experiences and explores the complexities of coffee pricing. This lively conversation transforms the simple act of drinking coffee into a mindful and flavorful journey.
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Roast Level and Quality
- James Hoffmann can quickly assess coffee roast level by smell.
- Darker roasts, once favored, now often indicate lower quality than lighter roasts.
Coffee Beans and Olfactory Fatigue
- Coffee beans cleanse the palate in perfume shops because our sense of smell detects change.
- Constant exposure to the same scent leads to olfactory fatigue, like with perfume or body odor.
Branding and Flavor Perception
- Steven Bartlett mentions the Coca-Cola/Pepsi challenge where branding influenced taste perception.
- James Hoffmann explains how suppressing component smells like lime in Coke can alter its perceived flavor.