Starbucks on the other hand think they are the best and have much of the population convinced that they are the best.
As much as I dislike Starbucks coffee,
I can't fault a company for believing in their product and being successful in its marketing. That the better small coffee producers (both bean and drink) have a vibrant and growing market is a bright spot in the darkness of the shadow of the green siren.
Shoot, if it wasn't for Starbucks abandoning the Linea, would the specialty coffee market exist at all? How many of the great baristas and roasters of today got their start with an ex-Starbucks Linea?
The coffee we enjoy, no matter how convinced we are that it is "the best" out there, isn't necessarily what the middle market wants. A line that sticks in my head is from H-B member malachi, writing on God Shot
Coffee people like sour coffees - consumers with educated palates do not.
The most controversial coffee was one which was alternately described as "sparkly, tart, with lovely bright acidity" and "sour, painful, harsh and thin."
Our wine and food professional commented of this coffee, "this is the kind of coffee that you coffee people love - but the rest of us hate."