Why is Specialty Coffee So Confusing?

Let's be real, coffee is supposed to be simple - hot water, ground beans, and good vibes. But somewhere along the way, specialty coffee started sounding more like a chemistry exam than your morning ritual. Suddenly, you're hearing words like "washed", "third wave", "cupping scores", and wondering if you accidentally signed up for a wine-tasting course.

We get it - specialty coffee can feel intimidating, possibly snobby at times. And that's precisely why we exist. We're here to cut through the fluff, ditch the unnecessary jargon, and make the coffee world accessible, fun, and stimulating (pun fully-intended).

 

Coffee Doesn't Need a PhD

Coffee should be a source of joy, not a chore. So let's break down the barriers and make great coffee accessible to everyone.

Translating Coffee Lingo

Coffee connoisseurs love their lingo, and just like any other passion, hobby or special interest, that knowledge is built up over time. It's by no means a prerequisite for stepping into the world of specialty coffee, but as you may have encountered in speaking to any specialist in a field - whether it be a doctor, dentist, or even a realtor - industry jargon rolls of the tongue easily, and it can be easy for those with the expertise to momentarily lose touch with their audience. The key is that it's not deliberate; rather, just something that these specialists have grown into.

But we get it - the jargon can feel like a barrier to entry. Which is precisely why we started Stim Coffee. We're serious about "being the gateway to specialty coffee". And this commitment comes with equal parts "good coffee" and "clear explanations". What does it mean when the packaging says "100% arabica coffee"? What does it mean to be "single origin"? Does a coffee labelled "espresso" mean I can't brew it any other way? We're here along for the ride - side-by-side with you as you embark on your journey into the world of specialty coffee. And we'll do our best to answer all those questions along the way. One thing's for sure - we won't make you feel stupid about it.

In a way, you can say we're here to "fuel your mind" - both literally and figuratively. Will we be the ones to give you the morning jolt you need to get going? Absolutely. But we also want to be the ones to help you understand what you're consuming, and how to make the choices that're right for you when selecting your next coffee.

Having said all that, if you're still interested in the coffee jargon, check out this handy coffee glossary.

Keeping it Simple & Enjoyable

Coffee is meant to be enjoyed. Getting into specialty coffee is about elevating the quality of the coffee you consume. There's brewing techniques or ratios that roasters may say are the optimal ways to enjoy the coffee, but bear in mind that this is based on their preferences. It's first and foremost an opportunity for the roaster to replicate the experience they enjoyed without being present when you're preparing their coffee.

Whether a pour over, espresso or French press is your preferred equipment, let your brew method be your choice in producing your cup of coffee. If you like your coffee stronger, adjust the ratio to your liking. If you love the rhythm of pulling an espresso; dial in your grind settings and go at it! But know that you can do so with any coffee; not just the one with the word "espresso" written in its name. And it's not a catastrophic failure if you change the quantity of coffee or water you put into your brew.

Ultimately, your deciding factor should be whether the coffee you prepared is to your liking. Stim Coffee is here to help you understand what you've consumed, so you can share your experiences with others beyond just name dropping a bag from a specific roaster. More importantly, you'll know what to look for the next time you are faced with wall-to-wall options; whether it be at your nearest cafe or the grocery aisle.

And if the coffee isn't to your liking? Well, we hate to be the bearer of bad news, but changing your filter paper or investing in a WDT tool is unlikely to sway that decision in any meaningful way. 

 

Smart, Not Snobby: Breaking Down the Basics

Let's touch on some coffee basics. Understanding a few key concepts can dramatically enhance your coffee experience and set you on your journey into specialty coffee.

Roast Levels

Roast levels don't have to be complicated. Forget about "holiday roast", "city roast", "French roast", or "Vienna roast." Stick to the basics - light, medium, dark. If it's not clearly outlined on the packaging, it's a fair question to ask.  

General rule of thumb - light roasts are brighter and acidic tasting. They're great for showcasing the unique flavours found in high-quality coffee beans.

Medium roasts balance acidity and a more rounded flavour. This is what most people think of as "classic" coffee taste. Check out our Street Legal medium roast.

Dark roasts have a bold, rich flavour with far less acidity. They're perfect if you like brewing your coffee strong and enjoy intense flavours. Check out our Vice dark roast.

There's no such thing as "the best" roast. It's all personal preference. If you're not sure about what you like, we suggest starting with Street Legal. From there, give Vice a try. Compare the two, and taste the difference. Remember the experience, and use that to inform you on whether you'll enjoy something on the darker side, or prefer the middle ground. And if you want to get more experimental, keep an eye out for our expanded lineup that will reach the full spectrum.

Tasting Notes

Tasting notes don't have to sound like a sommelier wrote them. We aim to keep it simple. If a coffee reminds us of chocolate chip cookies, we are gonna say that! 

Similar to suggested brew methods and ratios, tasting notes are meant to inform you of the experience we had with the coffee. While we'd be stoked if you could replicate the same experience we had, never feel stupid if you don't experience the same tasting notes. Remember - it's all about whether the coffee tastes good to you.

And in that vein, we'll try our absolute best not to overcomplicate. If we taste dark chocolate, we'll let you know. But whether it's 80% cocoa or 90% cocoa, well, we're not going to go that deep. And we're sure not going to tell you it tastes like a gold kiwi, because if you've never tasted a gold kiwi, or can't recount how it compares to another type of kiwi, well, that information doesn't really help, does it?

 

Meet Your Gateway to Specialty Coffee

When you think of Stim Coffee, think of us as your "friendly" guide to great coffee - here to make specialty coffee approachable, bold, and fun.

Coffee with Zero-Pretension

Our coffee beans are top-notch, sourced from ethical suppliers and roasted in small batches right here in Canada. So, yeah, the quality is premium, but we talk about our coffee like we're chatting to a friend, not lecturing at a conference. Whether your Stim "fix" is our our limited-run Trials or our everyday Over-the-Counter blends, you can guarantee you're always getting premium coffee in the bag.

Learning to Flex Without Snobbery

Need a cheat sheet to impress your friends with your coffee knowledge? We've got you covered. Here are a few simple facts that'll make you sound like a pro:

• There are two main types of coffee - Arabica and Robusta. There are also other lesser-known species (e.g. Liberica and Excelsa).
• Coffee is the seed from a fruit called a coffee cherry. In that vein, "coffee" or "coffee beans" are the best way to refer to the goods.
• The golden foam on top of an espresso shot is known as "crema".

If you want to nerd out some more, take a look at this coffee terminology guide.

 

Fuel Your Mind

At the end of the day, your coffee ritual should be something you look forward to. It should make you laugh, energizes your brain, and spark a new idea or two. 

That's what we are all about. As the motto says, we're here to "fuel your mind". We promise to bring BIG energy to the specialty coffee space, BOLD flavour in our coffees, and No BS when it comes to communicating with you!