Extra Shot | Describing Coffee to Coffee Drinkers Ep. 15

Within the coffee industry, complex and specific tasting notes are an important part of buying and selling at transaction points along the supply chain. But what about the last link in that chain? What words work for coffee drinkers?

Takeaways

• Specialty coffee is a highly differentiated product.
• Consumer preferences significantly influence coffee marketing strategies.
• Words like 'rich' and 'smooth' resonate with coffee drinkers.
• Flavor notes serve a practical purpose in the coffee buying process.
• The NCA survey provides valuable insights into consumer behavior.
• Coffee drinkers may not align with industry-specific flavor descriptors.
• A balance of vague and specific terms can attract a wider audience.
• Sweet notes should be prioritized in flavor descriptions.
• Understanding consumer perspectives is crucial for effective marketing.
• Coffee tasting language should evolve to meet consumer needs.