No, we don't just mean the more expensive bag in the coffee aisle. Fresher beans equal better coffee, so look to smaller, independent coffee shops that stock beans that are roasted on the premises or nearby. Quality establishments will stamp your coffee with its roasting date, so you know exactly how fresh your coffee is. Coffee taste peaks from 1-3 days after the roast, and if stored properly, will last up to two weeks.
Contrary to popular belief, you should never store beans in a freezer or a refrigerator. Coffee actually absorbs aromas from surrounding foods, and freezing the coffee will alter oil properties affecting taste. We recommend transferring whole bean coffee into an air tight container after opening and storing in a cool, dry and dark place.
Freshly ground coffee makes a world of difference, as beans start losing flavor immediately upon reaching the grinder. Grind beans yourself right before you brew, and pay attention to the coarseness of the beans, as different filter shapes require different textures. For example, mesh filters require a coarser grind, while paper filters require a finer grind, and espresso requires grinds that are almost of a sugar-type consistency for optimum flavor.
We recommend measuring ground coffee out to equal one tablespoon of grinds per five ounces of water, plus one heaping scoop at the end for good measure.
The quality of the water being used is extremely important. Always use cold, filtered water, especially if your tap water is not of good quality or emits a strong odor or taste. Since coffee is 98% water, the taste of the water will come through in the brew.
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