{"id":6788,"date":"2022-05-25T06:00:00","date_gmt":"2022-05-25T11:00:00","guid":{"rendered":"http:\/\/freshcup.com\/?p=6788"},"modified":"2022-10-19T09:39:21","modified_gmt":"2022-10-19T14:39:21","slug":"coffee-in-flight","status":"publish","type":"post","link":"https:\/\/freshcup.com\/coffee-in-flight\/","title":{"rendered":"Coffee in Flight: How Tastings Help Customers Build Their Coffee Knowledge"},"content":{"rendered":"<p><span data-preserver-spaces=\"true\">[S]ipping coffee, for many, is a solitary experience best partaken early in the morning, as grogginess turns into caffeinated geniality. But discerning caf\u00e9 owners recognize that coffee, with its rich, varied flavors, can lend itself to a more involved sipping session. Enter: the coffee tasting flight.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Coffee shops and roasters ahead of the curve are offering up tasting flights, a trio or more of small servings of exciting brews. In some cases, a knowledgeable barista guides tasters through each cup, much like how a sommelier at a wine bar or winery would talk customers through the flavor profiles of each glass in a wine flight. These tastings allow customers to experience coffee in a new, likely deeper, way, providing a better understanding of the drink and forging allegiances to high-quality cups of coffee in the process.<\/span><\/p>\n<h2>What is a Coffee Flight?<\/h2>\n<p>Coffee flights are a multi-beverage experience where three to five coffee drinks are prepared and served at once, side-by-side.<\/p>\n<p>Since few people can down five coffees in one setting, flights are often made up of smaller portions, sometimes as small as 2 ounces. This enables customers to enjoy a sampling of multiple drinks, but not become overwhelmed with caffeine.<\/p>\n<p>Coffee flights can be made up any type of drink, from black coffee to espresso drinks to cold brew. Here are a few examples you&#8217;re likely to see:<\/p>\n<ul>\n<li><strong>Black Coffee Flight<\/strong> \u2014 Coffees made from different brewing methods, like drip, pour over, french press, and espresso<\/li>\n<li><strong>Latte Flight<\/strong> \u2014A series of lattes showcasing various flavors a coffee shop makes<\/li>\n<li><strong>Cold Brew Flight<\/strong> \u2014Multiple single origin coffees offered as cold brew to see how cold brewing impacts flavor for different coffees<\/li>\n<\/ul>\n<p>Since flights are all about the sense of flavor exploration and discovery through side-by-side tasting, coffee brands have the freedom to design whatever types flights they want.<\/p>\n<h2><strong><span data-preserver-spaces=\"true\">The Power of Tasting Side-by-Side<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">Serving different coffees side-by-side helps even long-time coffee drinkers develop their coffee-tasting muscles. \u201cWhat we\u2019re trying to do is help people discern those flavors they read about on a label,\u201d says Melissa Scholl, owner of\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/roadmapcoffeeworks.com\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Roadmap CoffeeWorks<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0(formerly Lexington Coffee Roasters) in Lexington, Virginia. \u201cSo many people think that \u2018coffee just tastes like coffee,\u2019 especially if they only drink dark roast. They get confused when a label starts talking about \u2018blueberry,\u2019 \u2018apricot,\u2019 or \u2018molasses.\u2019\u201d<\/span><\/p>\n<figure id=\"attachment_6791\" aria-describedby=\"caption-attachment-6791\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-6791\" src=\"http:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Qualia_Flight_Brewed.jpg\" alt=\"A coffee flight laid out at Qualia Coffee in Washington, DC.\" width=\"1200\" height=\"804\" srcset=\"https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Qualia_Flight_Brewed.jpg 1200w, https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Qualia_Flight_Brewed-500x335.jpg 500w, https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Qualia_Flight_Brewed-1024x686.jpg 1024w, https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Qualia_Flight_Brewed-768x515.jpg 768w, https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Qualia_Flight_Brewed-400x268.jpg 400w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><figcaption id=\"caption-attachment-6791\" class=\"wp-caption-text\">A coffee flight at Qualia Coffee.<\/figcaption><\/figure>\n<p><span data-preserver-spaces=\"true\"><br \/>\nTo demystify coffee\u2019s many flavors, Scholl offers tasting flights as part of her coffee program at Roadmap\u2019s downtown location. For two dollars, customers can order a coffee flight with three brews; each served in a two-ounce glass. Flights are highly customizable, depending on the customer\u2019s desire and level of interest. A barista may whip up a flight of brewed coffees with distinct flavors, an all-espresso flight, or even serve one kind of coffee brewed via several different methods (think pour-over versus AeroPress versus batch-brew machine).\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">In the summer months, baristas cap off a flight with a quick taste of bottled cold-brew coffee, \u201ckind of like how a winery may bring out a little sweet dessert wine to end a flight,\u201d says Scholl.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">The key to a successful tasting flight, according to Scholl, is not to leave the customer floundering. \u201cOur barista will talk the customer through the criteria of aroma, flavor, acidity, body, finish, and balance,\u201d explains Scholl. \u201cHow much info she gives beyond that depends on the customer\u2019s interest level since we don\u2019t want to overwhelm them. But the barista will show the customer how to get their nose down and get a whiff, identify the different aromas they\u2019re smelling, and slurp and spread the coffee across the tongue.\u201d<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Offering tasting flights is also great for coaxing customers out of their comfort zones. Chelsey Walker-Watson, formerly of\u00a0<\/span><a class=\"editor-rtfLink\" href=\"http:\/\/www.slatecoffee.com\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Slate Coffee Roasters<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0and now at\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.atlascoffee.com\/staff\/chelsey-walker-watson\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Atlas Coffee<\/span><\/a><span data-preserver-spaces=\"true\">, has found that customers are more likely to take a chance on a new brew when they only have to commit to two ounces of it.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u201cIf we know a customer likes a classic dark roast, then we\u2019ll serve them a flight that features light roast American coffee but with caramel-y, chocolate-y undertones,\u201d says Watson, who offers tasting flights that often feature four or five different coffees. \u201cWe\u2019ll meet them halfway with something they\u2019re more comfortable and familiar with, but that\u2019s still new to them.\u201d<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Scholl and Watson agree that coffee flights should be fun, intimidation-free, and accessible to customers who identify as coffee enthusiasts but not experts\u2014the more technical cuppings that many coffee professionals are familiar with are a bit out of reach for the average customer. \u201cWe want to intrigue our visitors,\u201d says Scholl, \u201cbut we never want them to worry about looking stupid or asking the wrong questions. We want to introduce our customers to the tasting experience in a welcoming way, the same way a hostess would invite a guest at a party to try something new.\u201d<\/span><\/p>\n<h2><strong><span data-preserver-spaces=\"true\">Beyond Your Everyday Order<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">Incredible educational service through coffee flights has paid off. Scholl says that while offering tasting flights hasn\u2019t changed the buying habits of long-time customers (\u201cthe kind who\u2019ve been buying Italian roast for twenty-four years\u201d), it has resulted in more sales of single-origin beans in particular.\u00a0<\/span><\/p>\n<figure id=\"attachment_6790\" aria-describedby=\"caption-attachment-6790\" style=\"width: 1200px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-6790\" src=\"http:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Lexington-Coffee-Roasters-Pouring-Tasting-Flight.jpg\" alt=\"Barista David Tilley pours a flight at Lexington Coffee Roasters' tasting bar. (Photo: courtesy Amira Hegazy.)\" width=\"1200\" height=\"975\" srcset=\"https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Lexington-Coffee-Roasters-Pouring-Tasting-Flight.jpg 1200w, https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Lexington-Coffee-Roasters-Pouring-Tasting-Flight-500x406.jpg 500w, https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Lexington-Coffee-Roasters-Pouring-Tasting-Flight-1024x832.jpg 1024w, https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Lexington-Coffee-Roasters-Pouring-Tasting-Flight-768x624.jpg 768w, https:\/\/freshcup.com\/wp-content\/uploads\/2015\/11\/Lexington-Coffee-Roasters-Pouring-Tasting-Flight-400x325.jpg 400w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><figcaption id=\"caption-attachment-6790\" class=\"wp-caption-text\">David Tilley pours a flight at Roadmap CoffeeWorks. Photo by Amira Hegazy<\/figcaption><\/figure>\n<p><span data-preserver-spaces=\"true\"><br \/>\nScholl credits the coffee flights with helping her downtown location become a popular stop on the tourist circuit. \u201cWe\u2019re a small town with a lot of Civil War history, so Lexington gets a lot of out-of-town visitors. We were surprised to find that when our regular customers have guests in town, they\u2019ll bring them here for a tasting flight,\u201d Scholl explains. \u201cIt has helped make us part of the fabric of what goes on here.\u201d<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Watson also credits coffee flights for both increased sales and an increase in visitors. \u201cIt\u2019s so frequent that people do a coffee flight and then take home a bag of beans featured that I think there\u2019s an inextricable link,\u201d she says. \u201cI also see our regulars bringing in their friends and family for a flight, and people appreciate the experiential element.\u201d<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">In Washington, DC,\u00a0<\/span><a class=\"editor-rtfLink\" href=\"http:\/\/qualiacoffee.com\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Qualia Coffee\u2019s<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0twice-monthly guided tasting flights in the roasting room are always packed with regulars. Owner and head roaster Joel Finkelstein notes that since many of the people who attend tastings are already Qualia devotees, offering the flights isn\u2019t about building customer loyalty. Instead, he aims to encourage customers to make informed, sustainable choices about their beans\u2014whether they purchase from Qualia or elsewhere.\u00a0<\/span><\/p>\n<h2><strong><span data-preserver-spaces=\"true\">An Educational Experience<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">For Finkelstein, customer education boils down to helping people appreciate the broad spectrum of coffees available. At his tastings, he\u2019ll often pair coffees from different regions or coffees from the same farm that have been processed differently, like a natural- and a honey-processed. \u201cWhen people get hooked on only drinking one type of coffee, they want consistency\u2014but coffee\u2019s not a naturally consistent product,\u201d he says. \u201cMy coffee flights open people up to the dynamic quality of coffee.\u201d\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Using flights to educate customers on coffee\u2019s diversity of flavors isn\u2019t just benefiting the customer\u2019s palate or the coffee shop\u2019s bottom line, says Finkelstein\u2014it\u2019s good for the specialty coffee community as a whole.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u201cWhen people are satisfied with buying poorly produced coffees, that doesn\u2019t help the coffee community in general,\u201d he says. \u201cMy goal with these flights is not just to bring customers to me, but to bring customers to the farmers. It\u2019s important to build customer knowledge, so people are buying good, sustainable coffee\u2014which creates a feedback loop where farmers are being paid better and can continue to produce good quality beans.\u201d<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Offering flights, which require intense involvement and superior knowledge from baristas, can present a challenge to some coffee shops or roasters. \u201cYour service model dictates if coffee flights will work for you,\u201d says Walker-Watson. \u201cIf you\u2019re going to serve flights, I think that\u2019s dependent on the fact that you don\u2019t have a line or that you\u2019re able to step away from brewing for a while.\u201d<\/span><\/p>\n<h2><strong><span data-preserver-spaces=\"true\">Ready for Takeoff<\/span><\/strong><\/h2>\n<p><span data-preserver-spaces=\"true\">Scholl set up her downtown location primarily as a retail space stocked with beans and brewing equipment, which has made offering tasting flights far easier. \u201cWe only have four stools at the bar where we offer tasting flights,\u201d she explains. \u201cSo when things get busy, our customers will browse around the store and wait their turn while the barista sets up tastings.\u201d<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">At Qualia, Finkelstein has avoided the \u201coperating the bar\u201d problem by only offering guided flights twice a month, always at the same time\u2014the second and fourth Sundays at two p.m. He says he\u2019s working towards being able to offer flights as part of Qualia\u2019s regular menu but doesn\u2019t currently have the resources. He\u2019s looking into investing in a\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/poursteady.com\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Poursteady<\/span><\/a><span data-preserver-spaces=\"true\">, an automated pour-over coffee machine that would free baristas up to offer more flights.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Another obstacle is getting the word out about your coffee flight offerings. While Finkelstein started Qualia\u2019s coffee flight program three years ago, he had to go on hiatus with the program not long after it launched due to a lack of interest. When he started the program again two years ago, however, participation soared\u2014partly from his efforts to reach out to local foodie blogs for press coverage.\u00a0<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Participation has remained active since then, much to Finkelstein\u2019s pleasure. \u201cI personally really enjoy discovering new coffees,\u201d says Finkelstein, \u201cso I love that I can build that knowledge base for customers through flights and help them understand the time, effort, and hard work that goes into producing quality coffee.\u201d<\/span><\/p>\n<p><em><strong>Emily Matras<\/strong> is a freelance writer based in Washington, DC. Featured photo courtesy Amira Hegazy.\u00a0<\/em><\/p>\n<p><em>This article was originally published in the November 2015 issue of Fresh Cup Magazine. It has been updated to reflect Fresh Cup&#8217;s current editorial standards.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Wine-style tasting flights provide customers with an education on flavor. <\/p>\n","protected":false},"author":104,"featured_media":6789,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"limit_modified_date":"","last_modified_date":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"footnotes":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}},"beyondwords_generate_audio":"","beyondwords_project_id":"","beyondwords_content_id":"","beyondwords_player_style":"","beyondwords_language_id":"","beyondwords_title_voice_id":"","beyondwords_body_voice_id":"","beyondwords_summary_voice_id":"","beyondwords_error_message":"","beyondwords_disabled":"","beyondwords_podcast_id":"","beyondwords_hash":"","publish_post_to_speechkit":"","speechkit_hash":"","speechkit_generate_audio":"","speechkit_project_id":"","speechkit_podcast_id":"","speechkit_error_message":"","speechkit_disabled":"","speechkit_access_key":"","speechkit_error":"","speechkit_info":"","speechkit_response":"","speechkit_retries":"","speechkit_updated_at":"","_speechkit_link":"","_speechkit_text":""},"categories":[24,14249,23],"tags":[],"jetpack_publicize_connections":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - 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