To clarify, for anyone watching wondering what the beans actually were: -Colombia single origin bean -Specialty Grade -Locally owned farm -Carbon neutral import -100% Organic Full City + roast so very dark for craft coffee, indeed. I'm the CEO of Akira, happy to answer questions. Remember, we're not claiming to be the epitome of craft coffee. Rather, we have a challenge of bringing better sourced, higher quality, better handled coffee to people who have no idea what that means. Someone like Jacksepticeye can't do a deep dive into craft coffee because his audience won't really track it. That doesn't take away from the effort he's put in or the fact that we're operating a better supply chain than the typical grocery store/super mega corp/private equity coffee that's out there. Are we the best in craft coffee? Hell no. Am I proud of what we're building as a better for the world company than alternatives out there? Absolutely. Also thank you James for even taking a look at it. I'm honored that we've even hit the radar and I felt the actual review of the coffee was extremely fair. To pass a taste test from someone like you is a major feather in the cap, even if this particular blend isn't your preference and spent too long in transit to hold up fully. (Will look into 12 days of shipping, that's nuts).

@CreatorWizard

3 жыл бұрын

I was so stoked to see this video pop up David. Keep up the great work!!

@MrTomTraubert

3 жыл бұрын

This is such a classy comment. The coffee community is amazing!

@cvoisineaddis

3 жыл бұрын

I will probably never buy this coffee simply because I already have the coffees I like, but kudos for having a little follow up with the origin and roast.

@DavidSievers

3 жыл бұрын

@@cvoisineaddis that's totally fine! We're not trying to switch people off of other amazing coffee they're already drinking because most of our customers aren't drinking good coffee to begin with. We aren't trying to compete with craft coffee roasters at all, we're trying to introduce it on a very rudimentary/basic level to people who have never tried it before and may not have any concept about what it is.

@FeelsDonkMan

3 жыл бұрын

Have you looked into shade grown coffee? Supposedly much better for the planet. I like that you're taking this down the ethical path and doing the work, not just buying crap off the shelf and repackaging it.

Please let this be the start of a series where James reviews haircuts.

@classica1fungus

3 жыл бұрын

Yes

@maxlee6676

3 жыл бұрын

SSSSSSSSPPPT

@HighTannin

3 жыл бұрын

And Brad Mondo could do some coffee reviews?

@SachinArya

3 жыл бұрын

And glasses too ;)

@alwaysalonesoki1217

3 жыл бұрын

Nooooooooooooooo

EDIT: Not having a disclaimer at the start of this about my involvement with a coffee roasting company was a mistake, and I apologise. So I just want to respond to the entirely reasonable questions asking why I'm reviewing coffee after saying I wouldn't review bags of coffee, or specialty businesses. To me this falls outside of that scope, as it doesn't really have the transparency and traceability that I'd consider the bare minimum of speciality. Secondly, this isn't really a coffee review. The coffee's flavour isn't really central or overly important to the brand or business. I talk about the flavour a little, but it is far from comprehensive enough to be useful as an actual coffee review. I also don't really see this as a small business - Sean has a huge channel, and I suspect a very good business all around. The thing that was interesting was the approach of both business and creators to finding new ways to grow their businesses, and why we might see more of this in coffee in particular.

@alfredmani1461

3 жыл бұрын

I concur! 👍

@blizzard6053

3 жыл бұрын

James, people will always complain about anything lol

@blizzard6053

3 жыл бұрын

Also, please review Nespresso machine/capsules too please 😬

@avii10

3 жыл бұрын

Check your twitter the ceo of Akira coffee David Sievers said he will love to talk to you about the business he is very open and will answer your questions it could be an interesting conversation.

@davidwithrow7440

3 жыл бұрын

Well James, we trust your word. No disclaimer needed. Thanks for doing it for clarity sake. Great business video to get rpasters dreaming about new markets and potential.

Ghost roaster: the equivalent of a ghost writer for famous people without the chops.

@meepage332

3 жыл бұрын

'White label' is usually the term you see going about for roasters like these. Some amazing roasteries do white label stuff.

@MacClellandMan

3 жыл бұрын

@@meepage332 Formerly, now they are called ghost roasters.

@laurenbray8314

3 жыл бұрын

Or private labeling is what they call it in the cosmetics industry.

@huggiffxrosshatch2830

3 жыл бұрын

@@laurenbray8314 private labeling assumes that the individual has customized a product. Where as white label is taking what a manufacturer has already created

@Chiro75

3 жыл бұрын

This is common in brewing, too, called “contract brewing.” I have no problem with this but as a coffee reviewer I do get annoyed when the brand has very little info about it, the coffee, etc

Really hope James' channel becomes big enough that he can have his own coffee brand. He knows lots about coffee after all.

@ramedina

3 жыл бұрын

Maybe one day he'll even win the World Barista Championship or write a book, and he'll be able to afford every coffee item Ikea sells.

@user-rm9mq1dy6n

3 жыл бұрын

If i won a ridiculous sum in the lottery I'd fund it Edit: I'm serious though, I'd fund square mile usa lol

@nikolaarsovskiii

3 жыл бұрын

He has one of the best selling coffee brand in the UK

@razineatworld

3 жыл бұрын

Nikola Arsovski lol bruhhh you ruined the joke

@mcclanethompson4518

3 жыл бұрын

Yassssss

Will be placing my order right now - at Square Mile.

@pk4459

3 жыл бұрын

I just received my first Square Mile order this week, and I can assure you and everyone else that the quality of the coffee is absolutely off the charts. I live in continental Europe so the ship rates are reasonable. I will be starting a subscription with Square Mile - it's that good.

@bjorngerlach7829

3 жыл бұрын

@Speed Thrills Ordered a bag of the current Filter Blend and one of Cabellero El Campo and am very much looking forward to tasting them. Also live on the Continent and am curious if Royal Mail and Deutsche Post will manage to get those bags to me still intact...

@ikizbarabum202

3 жыл бұрын

@@bjorngerlach7829 the filter blend is absolutely a bomb in terms of flavours. its very fruity and in your face. i love it

@RockstarRemodel

3 жыл бұрын

I bought a three month sub at SM for a friend that lives in the UK and he loves it. Didn’t get any for myself cause 1 bag for me was the same as 3 bags for him. But I’ve got amazing choices here in Portland, OR, USA.

@TangoAndToys

3 жыл бұрын

I'm in the US watching these wonderful videos. Anyone else order from Square Mile and getting the beans in the US? I'd love to try some if the shipping time and cost isn't exorbitant.

I love the coffee business talk aspect of this video over the review itself

A video suggestion: Buy the coffee's of the other influencers that akira offers, and compare to see if there's an actual difference

@trentbosnic

3 жыл бұрын

+1 for this idea, *surely* there is very little difference between all of these blends. To speculate, I think Akira probably sends creators a handful of pre-chosen blends and they just get to chose one and slap on a label.

@DavidSievers

3 жыл бұрын

@@trentbosnic no we develop each blend with the creators. Some of the blends share bean origins but are in different proportions and the same bean may be roasted differently depending on the blend.

@IcedCoffeeLifestyle

3 жыл бұрын

Ok I'm on it ;)

@DavidSievers

3 жыл бұрын

@@IcedCoffeeLifestyle DM me on Twitter and I'll send them to you!

@krazmokramer

3 жыл бұрын

@@DavidSievers Is Akira connected to The Mill?

We can only hope and pray that Logan and Jake Paul never make coffee at this point

@sherlockjohn1845

3 жыл бұрын

oh dear god please no

@saltifies

3 жыл бұрын

Logan's newest coffee, imported from japan.

@ahmadhusaini8420

3 жыл бұрын

Seriously Logan has changed so much but Jake still sucks af

@kevinh96

3 жыл бұрын

Jake probably has a stash he looted during the recent riots he could sell.

@fingerbottom

3 жыл бұрын

I know nothing about them, other than that they are professional a-holes.

My daughter is a follower of him and ordered a bag. I brewed it standard 18:1 press and thought it tasty. Tried to get more of it today actually and realized it’s back ordered. I’d buy again, but not because of his KZread influence but rather I tried the brand and enjoyed the experience. So kudos to my 16 year old!

"My hair idol, David Lynch..." ...how have I only just noticed the similarity?

@davidsikes

3 жыл бұрын

James' is better.

@Zalazaar

3 жыл бұрын

@@davidsikes No one compares to David Lynch sry

@royh2618

3 жыл бұрын

bc nobody thinks about what david lynch looks like. We just remember the dude from Eraserhead.

@owenhu9465

3 жыл бұрын

@@royh2618 I've been on a huge twin peaks rewatch binge recently and got super into coffee at the same time, but i also failed to notice the similarity despite watching loads of james hoffmann and david lynch videos on youtube for some reason

@peter-8483

3 жыл бұрын

“Crazy clown time!”

So now we know where your hair inspiration comes from! You are our hair idol James. And having tasted your coffee, I have to say, the illusion has not broken!

I watched Jack's video, and in one of his video, he mentioned that he just bough his first expensive coffee machine set-up when he started the company so he can be better at brewing coffee. So yeah, the man loves coffee, but definitely not a big enough fanatic to start his own coffee company.

@Mikey-ym6ok

3 жыл бұрын

It’s just a way to make money. If he devoted himself to making the coffee than I’d buy one. But he doesn’t care so neither do it. I’m not a big enough fan of him to pay quit a bit for 12oz bag

@coffeeobsessed3790

3 жыл бұрын

I think if you have a passion for coffee, why not! He’s probably done his research. Do what makes you happy!

@markheinle6319

Жыл бұрын

ya hes a conman. are you just starting to get it? you posted this a year ago. did ya get it yet?

@fairsaa7975

5 ай бұрын

​@@markheinle6319How so? He sold people coffee, they enjoyed said coffee. Doesn't sound like a con to me. A con might be not receiving said coffee, or getting low brow garbage, in which case it wouldn't still be up and running, would it?

"My hair idol David Lynch" THIS ANSWERS SO MANY QUESTIONS

This was great, James. I really enjoyed the dive into the business behind this bag and hearing your thoughts on the product and value proposition in general. Please do this again.

An “OK” from James is an immense compliment.

@AlexMiller-sd5vk

2 жыл бұрын

I breathed a sigh of relief. Oh my god, Jack's coffee is actually OK? I might actually order some now haha

@veedubgeezer

2 жыл бұрын

In a similar light to the LockPickingLawyer saying a lock is "not bad". Basically, you or I could feel confident it'll be well above our usual quality level!

In Asia, there's a big focus on pour over skills. They talk about phases of brewing with sour, sweet, and bitter flavors extracting at different times. They talk about changing the pour method to move the slurry differently. They talk about using different brew technique to change aspects of coffee flavor. Have you ever spent time speaking with people who practice these ideas? I met a more approachable cafe owner in Taipei and talked a little about my own brew techniques (your technique but modified with a more conventional bloom) and showed him a little, asking about how I should change my technique to brew to achieve more sweetness. He gave me a few suggestions, ground some coffee for me, and gave me another opportunity to brew. Lo and behold, I brewed one of the best coffees I've ever brewed, with a sweetness that evolved four or five flavors. I went back home with probably only one thought about the whole experience: HOW???????!!!!!!!!!!????????????!!!!!!!!!!!!!!!!!!!!!!

@tongpoo6211

3 жыл бұрын

Albert C. Tbh I believe there is no science behind these practices. I have met many Japanese and Chinese baristas. Many of them don’t really do blind tests. Personally, I would focus more on the grind settings, brew time, and water temperature instead of all these brewing details. The flavours are decided by the roasters and the beans themselves. all you can do is to extract them properly.

@cappuccinogoodfinger

3 жыл бұрын

While Asians incorporate the science from universal brew techniques (grind size, water, temperature, blooming, etc), they’re also pretty picky about how their brew . How much water they pour over how many seconds, how many pauses they make and how long each pause is, how far or near their kettle from the coffee bed when they’re pouring and when change distance, things which are rarely touched in youtubes.

@oldcowbb

2 жыл бұрын

​@@cappuccinogoodfinger Asian culture tends to make things ritualistic and almost to a superstitious level, love to see if there are any actual merit behind those

@nanashi2146

2 жыл бұрын

@@oldcowbb Asian culture?

@mcarrowtime7095

11 ай бұрын

@@nanashi2146 Asia, or at least east Asia, is a very broad cultural group; sorta like saying European or western. sure, there are many dozens of subcultures within in an almost taxological structure, but it is a very broad culture group still. China, Korea, and Japan specifically would fall under a relatively small culture group due to their proximity and interaction with one another over a long period of time.

Hi James! Could you do a video on different milk substitutes for milk drinks? would be really interesting to see you apply your weird coffee scientific method to it. Break it down into different categories like taste, mouth feel, ethics/sustainability, foam-ability, "wellness" (how good/bad for you they are). I'd be very interested in this. My current go to is oat milk because i think its better for me, it feels more sustainable and I've heard lots of anecdotes about it being the best but I've not really seen any direct comparison videos from people I trust.

@trainvreck

3 жыл бұрын

Philip James this would be so interesting!! I use soya barista milk right now, but would love to know more the Hoffmann way!!

@bayleybayley

3 жыл бұрын

100% would love to see this

@SWatchik

3 жыл бұрын

Another vote for this. I find oat milk barrista versions foam the best but significantly impact the taste.

@laurenbray8314

3 жыл бұрын

I've seen independent coffee shops coming up with their own non dairy milk blends for their customers. That is pretty cool imo. You get the best flavor, texture and creaminess just right that way and it makes for a competitive edge.

@pimlicosound

3 жыл бұрын

Agreed. I’ve said this before on a previous video, but non-dairy milks can heat to a higher temperature without scalding the milk, which opens more possibilities than dairy milk, especially for people who want hotter milk-based coffee drinks.

3 videos in less than a week! Come on you're spoiling us Mr Hoffman

Me: As an Irish viewer, thank you for not doing the accent Also me: I do kinda want to hear it though

@benjaminlquinlan8702

3 жыл бұрын

As an other irish vewier - 3FE ??

@bowieknife

3 жыл бұрын

@@benjaminlquinlan8702 one of my favourite roasters in Ireland for sure! Love Colin's passion for coffee!

@todlambe

3 жыл бұрын

Same here. I am doing the bi-weekly random 250g subscription and I've had some amazing coffee. So far I really like the Escondida and the La Cumbre. Actually thinking might get a 1kg bag of the La Cumbre.

@TheRflynn

3 жыл бұрын

Should he do Jack’s accent or his stage one?

@IIVIIaTTx

3 жыл бұрын

@@todlambe They omni roast don't they? Do u make La Cumbre with a dripper or French press or espresso?🙂

Let's not forget the plecibo effect! A lot of people probably want it to be good because they love the channel. Also I think doing this is very profitable and easy to succeed in for big youtubers. Most people aren't coffee fanatics, and as long as the coffee is half decent they'll keep buying! Not just for the coffee but to support the channel.

@ko0ei

Жыл бұрын

i mean, if you are ok to spend a certain amout of money and to get the coffee you like while supporting a person you like, i think it's fine

In the US, I got some of this coffee within 4 days of purchasing and loved it. It is a solid dark roast Colombian coffee for around $16 total. It's not the best coffee I've ever had but it was a good way to support a creator I like and indulge in my passion for more coffee.

I follow Jack and routinely watch his videos; as someone who works in the coffee business I was really turned off by the lack of information given about this coffee. I'm happy for Akira Coffe, and good for him, and i'm glad he's getting orders, but I'll be sticking to my local roastery where I can get every precise bit of information I need, from people who are passionate about what they sell.

@ArtByAusup

3 жыл бұрын

Ahh, fancy seeing you here! Wanna go grab a cappuccino after work?

@themustardman219

3 жыл бұрын

Well, he was likely worried that most of his viewers aren't very interested in coffee, so he just went with: "So uh, I have this coffee."

@robinson52d

2 жыл бұрын

It's just a business opportunity. No different then when Hollywood mainstays or music artist slap their names on alcohol or shoes.

@markheinle6319

Жыл бұрын

that turned off feeling you get is because jacks a conman and youve been had. no offense, happens to the best of us.

@beardiemom

Жыл бұрын

@@themustardman219 Yeah, that's how I look at it as well. Pretty sure most people that get his coffee will just be using a cheap dripper or similar machine that does undeniably make coffee, but not in all the nuance that James approached it with. Which, in my opinion, is fine, and they will likely get a somewhat satisfying coffee out of this product, too, but putting all the info on the bag might potentially even be a turnoff for someone who's not into the technical side of making coffee. I see it when I buy coffee with my husband. He just wants to get whatever in a medium price range that's not going to be too sour (We agree on sour coffees, just a BIG turn-off). I want to see where it comes from, ideally when it was roasted, what type of coffee I'm buying, flavor descriptors, roast grade and whether it was sustainably sourced. He thinks I'm overthinking it and just wants to get in and out as quickly as possible. (No inuendo intended.)

I do so much appreciate your honest reviews Mr. Hoffman. Thanks for doing what you do in great style.

When jacksepticeye made the announcement and said more about the logo than the actual coffee, I feared that they were just selling his brand and I really hoped that I was wrong.

@Gtank74

3 жыл бұрын

My thoughts exactly. But he may also worry about his audience having no understanding or interest in specialty coffee and kept it more as "here's my product."

@dalelc43

3 жыл бұрын

Congratulations, you have discovered everything he does, it's just selling, he does it for the money, wouldn't surprise me if he had script writers and he just does the same act day after day.

@jacecoys

3 жыл бұрын

@@dalelc43 he's donated millions to charities

@raoulh.4440

3 жыл бұрын

Didn’t Trump have a charitable foundation as well? How much of that money actually made it to legitimate charities?

@jacecoys

3 жыл бұрын

@@raoulh.4440 Most recent donation from sean I remember is donating $100,000 to the BLM movement

I'm glad you made this video. Upon the initial release of this coffee I watched Jacks video and had so many questions. I couldn't find any flavor notes, roast profile, origin or even who was behind the coffee. Little shady marketing for a producr that, with some time and effort, could be made so much better.

I appreciate the business discussion! Thank you for the commentary, James.

This was a very insightful video from a business perspective. Keep up the good work, James!

One thing fans of Jack should be reminded of is that Jack once said, that there’s a difference between a stan and a fan. A stan would plug their ears everytime someone said even one remote thing of criticism. A fan would listen, hear out their favorite creator’s shortcomings, because a fan doesn’t have to like every bit of a person. That would be unhealthy for the person’s mental health, the creator is not perfect, thats reality and you can’t escape reality. Only distract yourself from it. TL;DR: You don’t have to like every single bit of a creator you like.

*cuts off tie to reseal* "Can't reseal it."

@jameshoffmann

3 жыл бұрын

Tin ties don't really seal a bag properly, though mostly I agree that I'm an idiot.

@SweetMacheet

3 жыл бұрын

@@jameshoffmann You're just precious.

@th3darkminded

3 жыл бұрын

@@jameshoffmann As a packaging supplier, I appreciate your humility.

I found this informative and enlightening. I just try to buy locally when possible. Honestly I find James refreshing in his presentations. I gave up on trying to make espresso after two months of frustration and realized I can still enjoy James videos and cups of regular good old coffee. Please keep videos coming

You should start a second channel where you talk about the business side and go more in-depth with your own projects. Seeing you talk about this stuff was pretty cool!

Daily coffee is best bought from local business

@drkRoss89

3 жыл бұрын

I highly agree with that. When I had went to a cafe last weekend in Balloch, I had tried some West Highland Coffee and was so nice I had to order a bag. Not to mention it makes you feel a lot better to give to local businesses than giving money to supermarkets and other big corporations.

Thanks for the fair assessment. I tend to prefer non-sour coffee, but vary wildly in what things I like. It's nice to have a fair review, even if you aren't a dark roast fan

Love the discussion videos! Hope there is more to come :)

I'm sorry, but this youtuber coffee phenomenon is anathema to the specialty coffee industry. You have a coffee (also apparently candle) company rebranding their products and youtubers acting essentially as advertising agencies trying to make a killing off of something they know nothing about or care little about. No roast date. No quality control (being roasted abroad). No region identifier. No instructions, for the novice coffee people who will probably buy the product. It's a similar exploitation for money that has been done in the t-shirt industry and vinyl industry. Take something and someone popular, and make a killing by producing low quality/high volume (apparently not high enough) products that hide the actual production process. In vinyl, big record labels bought up all of the vinyl press production time when small labels made it popular. "Street wear" companies sprung up, many of them as a part of fast fashion chains, and rebranded cheaply made cotton t-shirts. Sorry for the rant. I like the point you made at the end, that you can buy much cheaper beans in the supermarket and they are basically the same. Keep up the good work James.

@SimplyStuart94

3 жыл бұрын

I have to say I disagree, the things you're concerned about aren't what most people care about, most just want a decent cup of coffee for which the things you listed aren't really necessary. So they're different markets, the people who care about the type of bean, the region, the roast date etc. Aren't the same people who would be buying this coffee.

@jonathanjstrand

3 жыл бұрын

Stuart Smiles :D I don’t see how it being a ‘different market’ makes the shoddy job being done by the supposed ‘specialty coffee’ company any better. As the OP said, his viewers can just buy equally naff coffee beans from the supermarket for much less. The only sell, as James said, is the name of the KZreadr who likely doesn’t care about the coffee. If James started a watch business (or even just put him name on the front of an existing shifty one) with 0 interest in the quality control of those watches being sold, would you not think he were just exploiting his popularity with his subscribers? In my opinion this differs significantly from traditional product endorsements because, taking the chaps mentioned in this video as an example, many of his fans probably think it IS his coffee company, and that he actually had some say in it beyond just sticking his name/face to it and making a video or two about it. I have to admit I was disappointed at first that James made another video about KZreadr coffee, however he did raise some good points. But I do hope this doesn’t become a regular feature.

@SimplyStuart94

3 жыл бұрын

@@jonathanjstrand I expect the viewers know that they can get equally good coffee elsewhere, but they want to support the creator they enjoy

@FeelsDonkMan

3 жыл бұрын

It's for people buying coffee from supermarkets who want a better brand thinking they're stepping up. It's not exploitation, calm down.

@crazybamboo77

3 жыл бұрын

When you started talking about street wear, i thought of one place. Venice Beach 😂

I'm caught between "hey at least the guy is getting people into whole bean specialty-ish coffee" and "who on earth goes to a gaming youtuber to get coffee recommendations???"

@IainChalmers

3 жыл бұрын

agreen182 I reckon both those things are positive. If this guy’s gamer KZread subscribers are trying a decent enough whole bean coffee for the first time because they bought it from him, that’s a good thing - it could easily be the start of a real coffee passion and lead to the discovery of more traditional coffee sourcing (like local specialty roasters). And if a gaming KZreadr has an audience who don’t already know about specialty coffee, it’s also a positive thing that they get introduced to it there, it’s not like his 24mil subscribers are already watching James’ channel, and it’s not like any of them are gonna stop buying coffee from SquareMile/CoffeeCollective/whatever-local-specialty-roaster just because their favourite gamer youtuber started selling beans. While it’s a bit cheesy and possibly money-grubbing, I think it’s also likely to be the way a (small) percentage of his fans discover real specialty coffee, and for that I respect what both he and this ghost roaster are doing.

@TheLucasIversen

3 жыл бұрын

Also, other KZreadrs in his category sell energy drinks instead, so Coffee is a much healthier alternative for Jacksepticeye to sell his audience.!

@hybridce99

3 жыл бұрын

@@IainChalmers The main problem I had with it is this youtuber, jack/sean whatever, goes on and on claiming the he started a coffee company. Not that he got a third party to make a specific roast for him. He literally says he started his own coffee company. That's a flat out lie and insulting to people like James who, you know...did start their own roastery. False advertising. And yeah, while I doubt I'll see any gaming youtubers talking about how they're excited for this year's Yemini crop or Panama Elida, if one or two of their viewers accidentally fall into the specialty coffee hole..then yay, I'm for it.

@stinkdyr301

3 жыл бұрын

Millions of Oprah followers are anxiously awaiting her coffee instructions now...

@markheinle6319

Жыл бұрын

hes a grifter getting another grift avenue. whats there to figure?

James Hoffman x David Lynch. The collab I didn’t know I needed-until now.

Yesss! Thank you for the honest and discerning review! You were the first person I thought of when I saw Séan announce his coffee brand. I was intrigued and wanted to support Séan, but I'm also wary of influencers food brands, especially since there was little by the way of flavor notes on their website.

Would be interesting to see an updated review of the top of the morning/akira coffee brand. At some point after the initial launch they started also offering a light roast and I have been really enjoying that, they also have a medium roast now as well though I have not tried it yet. They have also started to give a little bit more information on the product pages including the country of origin, however the FAQs state that the source may occasionally change. Would like to see a review of the newer offerings as well as a review of the other offerings akira has through other publishers, see how similar or different they are.

You’re right, more you tubers will launch their own coffee - can’t wait for the launch of James Hoffman branded Akira Coffee, a must buy for sure 👍

It makes all the sense in the world for David Lynch to have his own coffee brand. Twin Peaks is basically a love letter to coffee.

Thanks for a balanced view of this product. I also like that the producer has responded. All good.

I know this video is about 2 years old at this time but many more content creators have their own coffee "company" now. I've bought from 2 of the people I watch on KZread (Nerdrotic's Geek Grind Coffe and Adam Crigler's Crigler Coffee) and have really enjoyed the coffee. Compared to what I can get at the supermarket. The big advantage to the content creator is not only another source of income for them from the coffee sales but it can build a stronger connection between the viewer and the KZreadr. Not only do they spend time watching that persons content but now there's a connection of the coffee (hopefully good) and that enjoyable drinking experience. I've ordered from Crigler Coffee twice and I'm about to place another order soon. The price is good and I've really enjoyed the product. Plus I enjoy knowing that I'm helping to support content creators I enjoy watching. So far my favorite is their Covfefe Blend.

He talked about the back order issues recently. They have the beans, but they are having trouble getting the bags right now.

To be honest, that company actually reaching out to these huge influencers is a great marketing strategy. These KZreadrs have solid fanbases and would definitely support the creator they love. But yeah this is bringing up the question of, are they really dedicated to the craft or is it just another branch of their brand / merchandise. To be clear I am not "gatekeeping", it's just an interesting thought to me. 😊

@R_L_A_G

3 жыл бұрын

Markiplier's clothing brand can't even keep in stock. he makes his clothing actually sounds really attractive to people that don't merch from him because they're fans.

@crazybamboo77

3 жыл бұрын

Ya learn something new every day.

@saint-cetacean

3 жыл бұрын

I think King's Coast is a much more interesting example of this. They *started* as an artisan coffee company, are serious about telling us where and what they're serving, but in the past couple years has been co-owned by a small team of streamers/KZreadrs and they do special blends, origins, or reserves that have a KZreadr's branding. Super interesting as a business model and (I've heard) not bad coffee either.

@user-xs3db6ox3q

3 жыл бұрын

t-shirt, mugs, and now coffee!

@mccrispy

3 жыл бұрын

It's a win-win: the roaster gets access - at almost no cost - to an enormous audience that has a tendency to "buy what they're told", Influencer gets another revenue stream for zero effort. It's like printing money.

Oh james, another wonderful video from you. Keep it up you superb human.

I love how honest you are.

Trusting influencers to deliver any form of quality products IS the biggest scam since the Nigerian Prince.

@Gluodin

3 жыл бұрын

Penr0se I trust James a bit too much that he can probably sell me a car cleaning product if he wants to, even though I don’t own a car.

@super_salty9189

3 жыл бұрын

There are only 3 "influencers" that I would trust to deliver a good product. Linus Tech Tips, Gamers Nexus and James. LTT and Gamers Nexus really go out of their way for the stuff they design and have made and are very open about how the things they make are made, the quality standards they keep for products, their reasoning behind the products they sell and their costing structure. There is something to be said about a company, and yes I consider these companies, that actually take pride in their product.

@Scarecr0wn

3 жыл бұрын

@@super_salty9189 Yup, Linus and his company are great. I do not watch gamers Nexus tho, should try it. But there are couple more youtube channels like that, it mostly depends on what your interests are. Usually every big topic has at least one channel that is doing it right.

@maxhaibara8828

3 жыл бұрын

I would buy Nigerian Prince Coffee

@akshayde

3 жыл бұрын

Thats a bit too general. And by the way this is how capitalism works and this coffee is for noobs and not serious coffee lovers on this channel. Its not about MAKING great coffee, its about SELLING good enough coffee to MAKE MONEY

Basically the Merch t-shirt of Coffee. Got it.

I really would like to here you talk more about buisness!! Probably my favorite topic to discuss. It's interesting hearing other people's ideas and how they follow through.

I tweeted ya about this ages ago, but didnt really think youd look. So glad you did. I couldn't find any info on the sourcing or anything, even though they say its ethical. I was just suspicious. Thanks for the video James! You're one of the KZreadrs that can be trusted and takes pride in his work. You are definitely one of my favourites.

I personally love coffee but lots of different types of coffee give me migraines. I have tried this coffee and I did love the taste, and it was one of the few cups of coffee to not give me a migraine. So I definitely will be buying more of it personally.

@TSE_WOODY

2 жыл бұрын

It’s been a year since this comment so I’m not sure if you came to this conclusion anyway but here goes Dark roasted coffee tends to have lower caffeine content than lighter roasted coffee, so you may find that those coffees are going to have less chance of giving you a migraine. You may also find that using recipes with a small amount of coffee in the ratio could help but I honestly don’t know on that front, just an idea.

I'm a big fan of Jacksepticeye and I do love coffee. So when I bought it, it was more to support him. But I quite liked his coffee and bought myself another bag. it is rather expensive so I wouldn't say it's my everyday coffee, but more of a Pick-Me-Up coffee when I'm having a bad day.

We want more coffee brands/types reviews!.. I know you refuse to do that, but it can be so insightful for us mere mortals !

Great note on the dark roast, I have had no success with a cup I enjoy using a pour over, will try lower temps though!

This puts a funny, non serious question in my head: which celebrity coffee is the best? Or is there a celebrity out there that happens to be a coffee nerd that could do better? Love the business focus on this video. It's a fascinating concept with the rise of social media influencers.

For those people who think Sean made the coffee for money, you're not wrong. But he also want to share things that he love, just like the coca cola bits that he did years ago. Imo, the reason why Akira doesn't describe the coffee on the packaging is because it was made for Sean's fans. Most, if not all of his fans know Sean love his black coffee so we'll know what to expect if we ordered one. And for those who say "isn't it not fair for Sean not to talk more about the company that made the coffee?" In my understanding, Akira work FOR Sean and some other creator as well. Even tho Akira has other type of coffee that they sell, Sean doesn't obliged to tell you about it because it wasn't his brand nor his preference. Logically speaking, why does one need to talk about other's brand if they does not enjoy it or give them any profit. Once again, the coffee was made for his fans. So don't buy it if you want to find the best coffee out there because it wasn't, even Akira's ceo himself said that they aren't the best. p.s english is not my first language and I'm not a coffee guy

@Moonmoon-ws6jo

3 жыл бұрын

Jack is absolutely bloody passionate about coffee he drinks that shit almost four times a day which is bad but it’s obvious since he drinks it alot during recording sessions even at late streams. He made the company to share his love of coffee in the same time make the best brew as much as possible and he wanted to have a coffee company for years now long before he even became a youtuber.

Nice series! Also love the shelves, who makes them?

After watching videos here and there about your adventures in coffee, this is the first time I've heard you mention cold brew. Personally I love cold brew, but would love to see more about your impressions on it. May just have to dig further into your catalog, but I haven't seen it yet.

Korn the band released their signature blend of coffee. Supposedly each of the members had a hand in choosing where the beans were sourced from. Would love if you tried/reviewed it! ❤️

@drewskyfasho

3 жыл бұрын

Jason Sowter I had no idea! That would be fantastic !

@IIVIIaTTx

3 жыл бұрын

Fuck yes MetalCoffee heads 🤘

@Mikey-ym6ok

3 жыл бұрын

Now that I would buy!!

That is so spooky. I just learned that this coffee existed today and thought “wonder what James would think about that” and BAM - notification. Pure coincidence? Definitely. But great fun all the same😁

@christophera3330

3 жыл бұрын

"Pure coincidence? Definitely." I loved this part. Have a good day, internet stranger.

@bjorngerlach7829

3 жыл бұрын

@Christopher A And a great day to you sir😀

@JanPopieluch

3 жыл бұрын

A surprise to be sure, but a welcome one.

@soalkopi222

3 жыл бұрын

kzread.info/dash/bejne/o62FwdeOmK6vipM.html

@roberthardy5171

3 жыл бұрын

Can I ask why did you think that? It’s just a warehouse coffee manufacturer with a marketing strategy. May as well ask him to taste a random low end supermarket brand.

The best part of James's product review is he knows what to say so objectively and candidly that it does not feel malicious or vindictive in the slightest. I am regularly learning from his channels about coffee from beans to brew. I am so glad I found this channel, a one-stop destination for all coffee lovers from newbies to big-time coffee nerds.

Thanks for the video ❤️

Jack has acid reflux and loves coffee, so he wanted to make something that people with issues like him can enjoy :) That is why the coffee is less acidic. He talked about it on his Twitch channel a bit

@yornald2501

3 жыл бұрын

This clears up a few points. Thanks

@Dotoku14

3 жыл бұрын

You're getting scammed, kid.

@heymanwhoisthe0thecidthe281

3 жыл бұрын

@@Dotoku14 how tho

@youlose6822

2 жыл бұрын

Roasting darker doesn't make it less acidic it will only taste less sour

Maybe if your not willing to review David's coffee you could at least try what really happens if you put a fish in the percolator? For science?

@ThePapaja1996

2 жыл бұрын

yeah that whounld be intresting

Thank you for reviewing this. Your reviews and caveats leave us with useful information but also enough room to make our own decisions. You were fair and I appreciate your take on the Akira coffee business, generally. I'm happy for Sean to have a business outside of KZread; cant imagine anyone wanting to be a KZreadr forever.

Interesting video! Would love to see you look at the Awesome Coffee Club from the Vlogbrothers! They are now doing single bags, as well as the monthly subscription.

Unrelated to the video but I'd love to see you review all of Ikea's cocktail stuff, since you did one for their coffee stuff. Is it any good?

I follow the Carlin Brothers. I know they've put thought into their coffee, and talk about the flavor notes on the website. They also actually drink it, so it's probably decent.

I have been struggling to make a drinkable V60 with some Ethiopian beans I picked up recently. They are quite a dark roast and I suddenly remembered you used a low temperature here for the dark roast. I'd tried temps down to 95 but it hadn't occurred to me to go all the way down to 88. Voila! Perfect.

Hey James! I would love to learn more about less common coffee bean types like liberica or excelsa. I know they are supposed to be „less enjoyable“ than arabica and they are kind of a niche. Still I hope to hear your opinion on that someday, including a taste test! :) Thank you for your amazing videos, keep up the great work!

I’m never this earlier. Just bought your book James, great work!

I used to drink only dark roast until James opened my eyes to better techniques. Now I barely touch it.

@mamaharumi

3 жыл бұрын

I also don't touch dark but much prefer a good quality medium or medium-light coffee. They can be just as complex and flavourful as light roasts.

@MrUnl0rd

3 жыл бұрын

@@mamaharumi Agreed. I like the smoky slightly bitter taste of a good dark roast, but usually go for medium dark to still get some complex under tones.

@stinkdyr301

3 жыл бұрын

Same here. Down the primrose path I trot, straight to Satan's grotto; shunning virtue, doing most things that I ought not to, since the beans are bound to roast, steam the milk's...my motto.

Very fair review- always curious about this phenomenon. I appreciated the hard cuts to Jack's initial video.

10/10 for diplomacy James. Very gracious!

A few years ago, I purchased Dodger’s coffee from the Akira coffee co. She’s a Twitch/KZread personality. Interestingly enough, she was much more transparent about working to get a specific style of coffee from them. I’m curious if she was one of the first. Her criteria was the “coffee sitting at the bottom of the pot at a diner in the middle of the night”. Which, sounds terrible, really. But I was intrigued, and seeing the back and forth with Akira, I was properly curious. Bought a couple bags. Gave the second bag away to a co-worker that wasn’t a coffee snob. Whether it truly was on purpose or not... They really got that flavor profile they were going for. Not so good.

Overall, this sounds like a very British-polite way of saying, "this product is merely adequate and quite expensive, and do you really want to spend your money that way?" James, you're just such a nice person.

James, thanks as always for an insightful video. Do you have thoughts on bulletproof coffee? Can it be good?

James, where did you get that shelving unit in your background? I have been watching a few of your videos and I really like it. PS. Also really like what you do in front of it. TIA.

I'm curious if you'd ever consider trying the Top of the Morning coffee again now that they've had more time to learn about shipping and such, and now that there is a light and medium roast blends

@bagofnails6692

Жыл бұрын

Why would he. He has tried it once, found it to be average taste and expensive. Why would he bother going through that again ?

@fairsaa7975

5 ай бұрын

​@@bagofnails6692Because he hasn't tried light/medium roasts, and the pipeline has likely improved. Added to the fact that he likely has the money to be able to spend on it, and knows quite a bit about the subject matter. Reading comprehension is one hell of a thing, huh?

Great video James. Celebrity coffee like this will take some sales away from independent coffee companies who are passionate about taste and quality.

Love the business side of this channel. What I wouldn’t hear James Hoffman review!

My mind was blown when James grabbed that mug. Always thought that cupboard is much farther back!!

"I'd hate to tarnish my fondness of the man's.. fine haircut" Not something I'd expect you to say but okay

@KinkyLettuce

3 жыл бұрын

James has great choice of vocabulary

@stinkdyr301

3 жыл бұрын

We really never should meet our hairoes. :-)

Other KZreadrs' coffee Me: No James Hoffman's coffee Me: Shut up and take my money

@EvenTheDogAgrees

3 жыл бұрын

Not necessarily that fanatical about it, but yeah, I might pick up a bag of each of his roasts out of curiosity, see how I like them.

Every time I start watching your videos, I feel like I can't do it without a coffee lol 😂🔔

I would love to see you review the new medium and light roasts from Jack!

Why not buy a cheaper coffee and donate the money yourself

@stefan514

3 жыл бұрын

That´s basically the business model of a lot of companies atm. Take a product, improve some aspects for X $ and than charge 10-100X of the money the improvements actually cost you. People pay 10-20$ more if someone plants a tree for 0,1$. People pay 10$ more if you give a farmer 0,05$ more for what he sells. It´s an industry at this point and it thrives on uninformed people that kind of feel bad for different things and want to buy out of that feeling.

3:40 "there's no reseal strip in here so once it's open it's open" You cut it off right before that James!!!

@jenniferlynn3579

3 жыл бұрын

That is just a bendy strip to stop beans from spilling out. It closes the bag but doesn't seal it. James was talking about a "zip-lock" style seal on the bag, like some have, to keep them fresher longer.

'My hair idol' that made me chuckle!

You should look at the roaster King's Coast based out of New York. They do this with influencers as well but the coffee is more affordable and is always delivered fresh with roast dates on the bag. The blends are also always very unique and interesting tasting.

Change the title to: *Coffee Expert Taste Jacksepticeye's Coffee* For them clickbait lol.

I’ve reached coffee coniseuer KZread I didn’t even know warm water coffee was a thing

As someone who kind of recently started drinking coffee and hasn't figured out what I like yet, I'd be more than willing to try it out. I think that for a KZreadr to start selling something as coffee is kind of fun! I don't know much about Jack but he seems like someone who would enjoy coffee. That interest is a little more personal than a merch shirt. I also think that it's another fun way of supporting him. There are lots of ways of supporting creators and not everyone wants to buy a shirt/mug/hat etc, so buying his coffee (which is also something that many people buy and use anyway) could be a fun and casual way of supporting him.

finally my most awaited vid ever since jack’s first release of his coffee

I would categorize myself as a discerning coffee drinker. While I'm not the biggest fan of dark roast, I ordered a bag of Jack's coffee. It was tasty and I really enjoyed it. When more is available I'll order it and switch off daily with that and coffee from my favorite local roaster.

As someone with a great love of coffee, but not the finances to consistently buy great coffee to love, I’d be really interested in how you’d make the best of budget coffee. I have a decent burr grinder, a French Press, a pour over and a pretty lousy espresso machine. 9 times out of 10 I buy beans from Aldi which are always dark roast, I’ve been doing my best with them but this is the first I’ve heard of using such a low temperate for dark roast pour over, does that apply to French press too? I think a ‘how to make the best out of supermarket coffee’ would be a seriously valuable video.

@Ateka9

3 жыл бұрын

It really depends how you like your coffee, but as someone who's been in your position, I have 2 words: Moka pot. Depending where you are in it world, it can be called a stovetop coffee maker or a percolator. Point being, I really feel that a moka pot brews great coffee, almost regardless of the quality of it. That is, if you prefer dark roasts for the most part. But if you want to get the best out of your french press or pour over, check out James' channel for his videos about those, they're very instructional!

cuts the sealing strip off. "There's no sealing strip" .... yeah not anymore hahaha. Thanks for another great video, James

Hey. I have been watching your KZread video and I really enjoyed it. They are very informative. Never thought that coffee world is so big.😊 May I ask you if you ever tried to find alternative to coffee? I did my research and I found couple of alternatives but would be nice if you could make one video on this topic. I enjoy coffee only for its cofein and I am looking something alternative to coffee but with similar amount of cofein. I haven't seen any videos in such a topic and since your videos are quite informative and in high production level I am sure this could be nice content for many people to enjoy. Cheers 😉