“This Is Coffee Color SWV”, Eastman Color, Red Fade, “The Coffee Brewing Institute Presents”,
“Beyond being the world’s favorite hot beverage, coffee, as any aficionado will tell you, is a matter of a great art and, often, great snobbery. But what, exactly, makes the ancient beverage that manifests in your cup every morning a modern masterpiece? This delightful Mad-Men-era short film, produced by Vision Associates in 1961 as promotional material for the Coffee Brewing Institute, traces the art and culture of coffee from its harvesting and production to its many traditions of preparation (Viennese! Parisian! Venetian! Turkish!), to the three elements that converge into its “fine flavor.””
“”This is Coffee!” explores the journey of coffee from bean to cup, emphasizing the care and traditions involved in creating the perfect brew. It highlights the various cultural forms coffee takes around the world and presents a simple recipe for brewing great coffee using three essential ingredients: water, coffee, and time. The film underscores the importance of cleanliness in coffee-making equipment and the precise measurement of ingredients for optimal flavor.”
“”This Is Coffee!” is an informative and immersive exploration of the journey from coffee bean to the perfect cup. Through a captivating narrative, the film delves into the rich traditions and processes that transform the humble coffee bean into a globally cherished beverage. From the sun-drenched tropical farms where it begins, to the meticulous steps of grinding, brewing, and blending, the film emphasizes the importance of care and precision in making a great cup of coffee. It showcases the diversity of coffee preparations across cultures, from Parisian café au lait to the bold Turkish brew, and highlights the essential elements—water, coffee, and time—that create the perfect brew. With a focus on the art and science behind the brewing process, this film celebrates the simple yet profound joy of a well-made cup of coffee, the companion to daily moments of work, relaxation, and connection.” (AI Generated from Youtube transcript)
