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Homeroasting and Coffee Geekness

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I’m a coffee geek. By which I mean that I have a geeky attitude to coffee. I’m passionate about the crafts and arts of coffee making, I seek coffee-related knowledge wherever I can find it, I can talk about coffee until people’s eyes glaze over (which happens more quickly than I’d guess possible), and I even dream about coffee gadgets. I’m not a typical gadget freak, as far as geek culture goes, but coffee is one area where I may invest in some gadgetry.

Perhaps my most visible acts of coffee geekery came in the form of updates I posted through diverse platforms about my home coffee brewing experiences. Did it from February to July. These posts contained cryptic details about diverse measurements, including water temperature and index of refraction. It probably contributed to people’s awareness of my coffee geek identity, which itself has been the source of fun things like a friend bringing me back coffee from Ethiopia.

But I digress, a bit. This is both about coffee geekness in general and about homeroasting in particular.

See, I bought myself this Hearthware i-Roast 2 dedicated homeroasting device. And I’m dreaming about coffee again.

Been homeroasting since December 2002, at the time I moved to Moncton, New Brunswick and was lucky enough to get in touch with Terry Montague of Down Esst Coffee.

Though I had been wishing to homeroast for a while before that and had become an intense coffee-lover fifteen years prior to contacting him, Terry is the one who enabled me to start roasting green coffee beans at home. He procured me a popcorn popper, sourced me some quality green beans, gave me some advice. And off I was.

Homeroasting is remarkably easy. And it makes a huge difference in one’s appreciation of coffee. People in the coffee industry, especially baristas and professional roasters, tend to talk about the “channel” going from the farmer to the “consumer.” In some ways, homeroasting gets the coffee-lover a few steps closer to the farmer, both by eliminating a few intermediaries in the channel and by making coffee into much less of a commodity. Once you’ve spent some time smelling the fumes emanated by different coffee varietals and looking carefully at individual beans, you can’t help but get a deeper appreciation for the farmer’s and even the picker’s work. When you roast 150g or less at a time, every coffee bean seems much more valuable. Further, as you experiment with different beans and roast profiles, you get to experience coffee in all of its splendour.

A popcorn popper may sound like a crude way to roast coffee. And it might be. Naysayers may be right in their appraisal of poppers as a coffee roasting method. You’re restricted in different ways and it seems impossible to produce exquisite coffee. But having roasted with a popper for seven years, I can say that my poppers gave me some of my most memorable coffee experiences. Including some of the most pleasant ones, like this organic Sumatra from Theta Ridge Coffee that I roasted in my campus appartment at IUSB and brewed using my beloved Brikka.

Over the years, I’ve roasted a large variety of coffee beans. I typically buy a pound each of three or four varietals and experiment with them for a while.

Mostly because I’ve been moving around quite a bit, I’ve been buying green coffee beans from a rather large variety of places. I try to buy them locally, as much as possible (those beans have travelled far enough and I’ve had enough problems with courier companies). But I did participate in a few mail orders or got beans shipped to me for some reason or another. Sourcing green coffee beans has almost been part of my routine in those different places where I’ve been living since 2002: Moncton, Montreal, Fredericton, South Bend, Northampton, Brockton, Cambridge, and Austin. Off the top of my head, I’ve sourced beans from:

  1. Down East
  2. Toi, moi & café
  3. Brûlerie Saint-Denis
  4. Brûlerie des quatre vents
  5. Terra
  6. Theta Ridge
  7. Dean’s Beans
  8. Green Beanery
  9. Cuvée
  10. Fair Bean
  11. Sweet Maria’s
  12. Evergreen Coffee
  13. Mon café vert
  14. Café-Vrac
  15. Roastmasters
  16. Santropol

And probably a few other places, including this one place in Ethiopia where my friend Erin bought some.

So, over the years, I got beans from a rather large array of places and from a wide range of regional varietals.

I rapidly started blending freshly-roasted beans. Typically, I would start a blend by roasting three batches in a row. I would taste some as “single origin” (coffee made from a single bean varietal, usually from the same farm or estate), shortly after roasting. But, typically, I would mix my batches of freshly roasted coffee to produce a main blend. I would then add fresh batches after a few days to fine-tune the blend to satisfy my needs and enhance my “palate” (my ability to pick up different flavours and aromas).

Once the quantity of green beans in a particular bag would fall below an amount I can reasonably roast as a full batch (minimum around 100g), I would put those green beans in a pre-roast blend, typically in a specially-marked ziplock bag. Roasting this blend would usually be a way for me to add some complexity to my roasted blends.

And complexity I got. Lots of diverse flavours and aromas. Different things to “write home about.”

But I was obviously limited in what I could do with my poppers. The only real controls that I had in homeroasting, apart from blending, consisted in the bean quantity and roasting time. Ambient temperature was clearly a factor, but not one over which I was able to exercise much control. Especially since I frequently ended up roasting outside, so as to not incommodate people with fumes, noise, and chaff. The few homeroast batches which didn’t work probably failed because of low ambient temperature.

One reason I stuck with poppers for so long was that I had heard that dedicated roasters weren’t that durable. I’ve probably used three or four different hot air popcorn poppers, over the years. Eventually, they just stop working, when you use them for coffee beans. As I’d buy them at garage sales and Salvation Army stores for 3-4$, replacing them didn’t feel like such a financially difficult thing to do, though finding them could occasionally be a challenge. Money was also an issue. Though homeroasting was important for me, I wasn’t ready to pay around 200$ for an entry-level dedicated roaster. I was thinking about saving money for a Behmor 1600, which offers several advantages over other roasters. But I finally gave in and bought my i-Roast as a kind of holiday gift to myself.

One broad reason is that my financial situation has improved since I started a kind of partial professional reorientation (PPR). I have a blogpost in mind about this PPR, and I’ll probably write it soon. But this post isn’t about my PPR.

Although, the series of events which led to my purchase does relate to my PPR, somehow.

See, the beans I (indirectly) got from Roastmasters came from a friend who bought a Behmor to roast cocoa beans. The green coffee beans came with the roaster but my friend didn’t want to roast coffee in his brand new Behmor, to avoid the risk of coffee oils and flavours getting into his chocolate. My friend asked me to roast some of these beans for his housemates (he’s not that intensely into coffee, himself). When I went to drop some homeroasted coffee by the Station C co-working space where he spends some of his time, my friend was discussing a project with Duncan Moore, whom I had met a few times but with whom I had had few interactions. The three of us had what we considered a very fruitful yet very short conversation. Later on, I got to do a small but fun project with Duncan. And I decided to invest that money into coffee.

A homeroaster seemed like the most appropriate investment. The Behmor was still out of reach but the i-Roast seemed like a reasonable purchase. Especially if I could buy it used.

But I was also thinking about buying it new, as long as I could get it quickly. It took me several years to make a decision about this purchase but, once I made it, I wanted something as close to “instant gratification” as possible. In some ways, the i-Roast was my equivalent to Little Mrs Sommers‘s “pair of silk stockings.”

At the time, Mon café vert seemed like the only place where I could buy a new i-Roast. I tried several times to reach them to no avail. As I was in the Mile-End as I decided to make that purchase, I went to Caffè in Gamba, both to use the WiFi signal and to check if, by any chance, they might not have started selling roasters. They didn’t, of course, homeroasters isn’t mainstream enough. But, as I was there, I saw the Hario Ceramic Coffee Mill Skerton, a “hand-cranked” coffee grinder about which I had read some rather positive reviews.

For the past few years, I had been using a Bodum Antigua conical burr electric coffee grinder. This grinder was doing the job, but maybe because of “wear and tear,” it started taking a lot longer to grind a small amount of coffee. The grind took so long, at some points, that the grounds were warm to the touch and it seemed like the grinder’s motor was itself heating.

So I started dreaming about the Baratza Vario, a kind of prosumer electric grinder which seemed like the ideal machine for someone who uses diverse coffee making methods. The Vario is rather expensive and seemed like overkill, for my current coffee setup. But I was lusting over it and, yes, dreaming about it.

One day, maybe, I’ll be able to afford a Vario.

In the meantime, and more reasonably, I had been thinking about “Turkish-style mills.” A friend lent me a box-type manual mill at some point and I did find it produced a nice grind, but it wasn’t that convenient for me, partly because the coffee drops into a small drawer which rapidly gets full. A handmill seemed somehow more convenient and there are some generic models which are sold in different parts of the World, especially in the Arab World. So I got the impression that I might be able to find handmills locally and started looking for them all over the place, enquiring at diverse stores and asking friends who have used those mills in the past. Of course, they can be purchased online. But they end up being relatively expensive and my manual experience wasn’t so positive as to convince me to spend so much money on one.

The Skerton was another story. It was much more convenient than a box-type manual mill. And, at Gamba, it was inexpensive enough for me to purchase it on the spot. I don’t tend to do this very often so I did feel strange about such an impulse purchase. But I certainly don’t regret it.

Especially since it complements my other purchases.

So, going to the i-Roast.

Over the years, I had been looking for the i-Roast and Behmor at most of the obvious sites where one might buy used devices like these. eBay, Craig’s List, Kijiji… As a matter of fact, I had seen an i-Roast on one of these, but I was still hesitating. Not exactly sure why, but it probably had to do with the fact that these homeroasters aren’t necessarily that durable and I couldn’t see how old this particular i-Roast was.

I eventually called to find out, after taking my decision to get an i-Roast. Turns out that it’s still under warranty, is in great condition, and was being sold by a very interesting (and clearly trustworthy) alto singer who happens to sing with a friend of mine who is also a local beer homebrewer. The same day I bought the roaster, I went to the cocoa-roasting friend’s place and saw a Behmor for the first time. And I tasted some really nice homemade chocolate. And met other interesting people including a couple that I saw, again, while taking the bus after purchasing the roaster.

The series of coincidences in that whole situation impressed me in a sense of awe. Not out of some strange superstition or other folk belief. But different things are all neatly packaged in a way that most of my life isn’t. Nothing weird about this. The packaging is easy to explain and mostly comes from my own perception. The effect is still there that it all fits.

And the i-Roast 2 itself fits, too.

It’s clearly not the ultimate coffee geek’s ideal roaster. But I get the impression it could become so. In fact, one reason I hesitated to buy the i-Roast 2 is that I was wondering if Hearthware might be coming out with the i-Roast 3, in the not-so-distant future.

I’m guessing that Hearthware might be getting ready to release a new roaster. I’m using unreliable information, but it’s still an educated guess. So, apparently…

I could just imagine what the i-Roast 3 might be. As I’m likely to get, I have a number of crazy ideas.

One “killer feature” actually relates both to the differences between the i-Roast and i-Roast 2 as well as to the geek factor behind homeroasting: roast profiles as computer files. Yes, I know, it sounds crazy. And, somehow, it’s quite unlikely that Hearthware would add such a feature on an entry-level machine. But I seriously think it’d make the roaster much closer to a roasting geek’s ultimate machine.

For one thing, programming a roast profile on the i-Roast is notoriously awkward. Sure, you get used to it. But it’s clearly suboptimal. And one major improvement of the i-Roast 2 over the original i-Roast is that the original version didn’t maintain profiles if you unplugged it. The next step, in my mind, would be to have some way to transfer a profile from a computer to the roaster, say via a slot for SD cards or even a USB port.

What this would open isn’t only the convenience of saving profiles, but actually a way to share them with fellow homeroasters. Since a lot in geek culture has to do with sharing information, a neat effect could come out of shareable roast profiles. In fact, when I looked for example roast profiles, I found forum threads, guides, and incredibly elaborate experiments. Eventually, it might be possible to exchange roasting profiles relating to coffee beans from the same shipment and compare roasting. Given the well-known effects of getting a group of people using online tools to share information, this could greatly improve the state of homeroasting and even make it break out of the very small niche in which it currently sits.

Of course, there are many problems with that approach, including things as trivial as voltage differences as well as bigger issues such as noise levels:

[youtube=http://www.youtube.com/watch?v=c88nEXYCbfs]

But I’m still dreaming about such things.

In fact, I go a few steps further. A roaster which could somehow connect to a computer might also be used to track data about temperature and voltage. In my own experiments with the i-Roast 2, I’ve been logging temperatures at 15 second intervals along with information about roast profile, quantity of beans, etc. It may sound extreme but it already helped me achieve a result I wanted to achieve. And it’d be precisely the kind of information I would like to share with other homeroasters, eventually building a community of practice.

Nothing but geekness, of course. Shall the geek inherit the Earth?

Beer, bloggers, brewpubs, Coffee, craft beer, folkloristics, food and culture, geek crowd, geek culture, geekness, geeks, glocalisation, glocalization, homebrewing, informality, Montreal, online communication, participatory culture

Social Beer

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As a reply to Liz Losh’s generous blogpost on my passion for beer and coffee culture(s).

virtualpolitik: Strange Brew

My tone is clearly much less formal than Losh’s. Hope it still fits and doesn’t bring down the quality standards expected from her blog.

Quoth Losh’s post:

Doesn’t consigning brewing of coffee and beer in private homes eliminate third spaces for social interactions with a cross-section of people and opportunities for discussions and debates? Isn’t it like putting yourself in a cul-de-sac with a garage door facing the street in that you aren’t participating with neighborhood businesses? Enkerli strongly disagreed, since beer-making involves large quantities, parties, and collective beer making sessions. He thought that it was a powerfully social activity and one that was often situated in specific neighborhoods.

Probably overstated my disagreement about eliminating third spaces. Was mostly trying to describe what I had observed from the beer and coffee world(s). Basically, wanted to emphasise that making coffee or beer at home is just one of several activities done by members of those networks. And those activities often push people to go and consume beer or coffee outside the home.

Actually, discussing this is helpful to me because it reinforces the point that what I’m observing has more to do with “craft beer culture” (or “culinary coffee culture”) than with homebrewing (or making coffee at home).

Haven’t tried to find out whether or not homebrewing and home coffee making might prevent meaningful interactions between coffee/beer geeks and “the rest of the (local) community.” Really, that’s not my type of work. My impression is that those DIY activities might have those “decreased participation” effects in some contexts but such effects haven’t been apparent to me on any occasion during the last few years of observing and participating in beer and coffee geekery.

To be clearer, and specifically focusing on (beer) homebrewers. Making beer at home has become a fairly common activity in North America since the 1980s (when the legal status of homebrewing in the United States was finally cleared up). But my focus isn’t beer making as an activity. It’s a social network which revolves around “handcrafted” beer. This is one network I have been connecting with for several years, now. And, IMHO, it’s the core of the so-called “craft beer revolution.”

Many people brew beer at home for purely financial reasons. While these are technically “home brewers,” they are not taking part in the social and cultural dynamics that I aim to eventually describe academically. In fact, while those “thrifty brewers” are known to the “beergeek” crowd, they are considered as complete outsiders to the “craft beer revolution.” Typically, those who brew for financial reasons use cans of hopped malt extract and dextrose powder to make beer. On the homebrewing side of the craft beer movement, all-grain brewing (making beer from scratch, with the malted barley, hops, yeast, and water) is the normative method.

I guess we could use terms like “casual,” “dedicated,” “careless,” “serious,” “extract,” and “advanced” to make distinctions between those types of “homebrewers.” But we’re talking about such different worlds here that emphasising these distinctions seems irrelevant. So, when I talk about “homebrewers,” I almost always mean “serious, dedicated, advanced brewers who care more about beer quality than about costs.”

(It’s quite interesting that, in OZ, the term “homebrewer” refers to people who make beer at home to save money while “craftbrewer” refers specifically to people who brew beer for “serious” reasons.)

The homebrewers I tend to talk about aren’t casual brewers, they often spend rather large amounts of money on beer and brewing equipment, they frequently send their beers to large competitions, and typically belong to brewing associations (“brewclubs”). In the United States, many of them are card-carrying members of the American Homebrewers Association. AHA membership gives them access to a rather “serious” technical magazine on brewing techniques (Zymurgy) and discounts at local brewpubs all over the United States (and some parts of Canada).

The typical brewclub has monthly meetings as well as a number of beer-related events. In large urban areas, brewclubs can have a very elaborate structure, with annual fees, bulk purchasing accounts, etc.

The keen observer with an eye toward folklore might notice that these sound like the “quilting bees” which were served as a way for North American women to unite and eventually form “grassroots movements.” Given Losh’s political bent, I feel compelled to note this similarity, even though I care fairly little about political involvement on the part of homebrewers.

Interesting that Losh should say that I teach “folklore and ethnomusicology” at Concordia. While I do teach a course in the anthropology of music which is, in fact, labeled “ethnomusicology,” the courses I’ve been teaching at different institutions in the past five years were all in anthropology. However, I did serve as an associate instructor for a large course in folkloristics at Indiana University for three semesters during part of my Ph.D. coursework at that institution. And I do consider “folklore” to be among my fields of specialisation.  Of course, Losh probably got her notion about my teaching from the fact that I’m finishing a Ph.D. at Indiana University’s Department of Folklore and Ethnomusicology. 😉

Anyhoo…

Some brewclubs also serve as “beer appreciation” groups, similar to wine-tasting (and emphasizing the fact that beer is chemically more complex than wine). While beer-tasting can be a solitary activity, sampling beer with fellow homebrewers (and beergeeks) is common practise for serious beer-lovers. Perhaps more importantly, homebrewers frequently use a set of guidelines while tasting beer. These guidelines, from the Beer Judge Certification Program, often serve as a shared knowledge base for “beer literacy.” The BJCP’s main purpose is to train judges for homebrewing competitions. When I eventually do publish some academic work on craft beer culture, I’ll need to have a rather large section on the BJCP, competitions, and so on. Among homebrewers, I’m known as a vocal opponent to the BJCP guidelines. I do recognise, however, that they serve important functions in the context. (I simply happen to think that there is more to beer than evaluating it through set standards and I see the effects of the BJCP guidelines as broadening the gap between actual beer appreciation and the general public.)

One thing which was already clear to me when I gave a talk on craft beer culture at an surprisingly pleasant food and culture conference,  is that craft beer culture is geek culture. As geek ethnographer Jenny Cool was present during the conversation which triggered Losh’s reaction (Cool and Losh are friends), I actually wanted to steer the conversation toward the issue of geek sociability, using homebrewers as an example.

Homebrewing is social because geeking out is social

(To simplify things a whole lot, someone could say that “geeks” are something of the “somewhat sociable” equivalent of “nerds.” To caricature, the type of sociability involved is that of the stereotypical “basement hacker.” Some of “them” might in fact be antisocial human beings. But “they” become less unfriendly with like-minded people. Especially when “they” feel there is “smartness parity” in terms of intellectual prowess. Going on a limb, someone could say that what has been happening in the last thirty years, thanks to computer-mediated communication, is a steady increase in the opportunities for “basement hacker-type nerds” to interact with one another. These interactions might occasionally lead to meaningful social relationships. In the context of increased social capital given to computer-savvy people, geekness becomes almost cool and geeks are “more social” (according to a broader social group) than the “nerds” who had been stigmatised for so long.)

Homebrewing as an activity was facilitated by changes in its legal status (and by the alcohol regulations in general). Beer geekery is embedded in the increased prominence of online communication. Pre-Internet beer people were pretty much just “beer nerds.” Today’s beergeeks are almost all Internet-savvy and many beer-related activities happen through mailing-lists and websites. (Usenet newsgroups used to be fairly important but, since 1994 or so, mailing-lists and websites have pretty much taken over.)

As is the case with many other groups, online interactions give way to face-to-face interactions, friendships, and elaborate support systems. Meeting at brewpubs to sample beer and “talk shop,” beergeeks are bonding. And this type of bonding often creates strong… bonds. I personally have a large number of anecdotes which reveal the strength of the bonds among beergeeks. And, as a social scientist, I’m fascinated by the phenomenon.

Going back to Losh’s points(!), I might say that beergeeks are connecting more with broader social groups than the homebrewers she seems to have had in mind. Using the “think global, drink local” motto, beergeeks (including homebrewers) are situating themselves in complex social systems. They/we talk about important social and political issue.

And we do drink good beer.

activism, advocacy, Alcohol, Beer, brewing, brewpubs, Cegeps, consumerism, craft beer, craft beer culture, cuisine, culture, economics, Empowerment, food and society, foodies, geek crowd, homebrewing, humor, humour, local, market economy, marketing, mass media, media, mediascape, moral enterpreneurs, Québec, responsible drinking, social capital, social dynamics, stereotypes, taste, tasting

Alcohol Marketing, Craft Beer, and Responsible Drinking

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[UPDATE: Press release. Much clearer than the Hour article…]

This could potentially be big for craft beer. A code of ethics for alcohol adverts.

Hour.ca – News – Alcohol marketing becomes ethical

A bit like video game manufacturer who propose rating systems for their own games, members of the alcoholic beverage industry in Quebec are trying to regulate their own advertising practises. According to the article:

Under the new code, the following has been forbidden:

  • Using alcohol content as a sales argument
  • Associating alcohol with violent or asocial behaviour, or with illicit drugs
  • Sexism or the association of the product with sexual performance, sexual attraction or popularity
  • Implications that the product improves physical or intellectual capacities, or has health benefits
  • Encouraging drinking games or excessive drinking
  • Making the product particularly attractive to people under 18
  • Showing images of people who look younger than 25
  • Showing disrespect for those who choose not to drink

By proposing such a code of ethics, the industry may possibly bypass government regulation. It also shows that its members are willing to go some distance in changing their practises.

Educ’alcool‘s message, associating responsible (moderate) drinking with taste, is well-established in Quebec culture and this code goes in the same line. By contrast, in the U.S., advocacy for responsible drinking is criticized by academics and health specialists. IMHO, this criticism has the effect of encouraging younger people to binge drink, with sad consequences. Educ’alcool and Quebec’s alcoholic beverage industry are probably trying to avoid such a situation. Although it might sound counter-intuitive, binge drinking is not beneficial to their bottom line. After all, nobody wants to get sued for the death of any of consumers.

The main apparent target of this code is beer advertising, especially on television. While Quebec has its share of beer ads with scantily clad women, even ads for some of InBev’s Labatt products are somewhat more subtle. In fact, the French-speaking versions of commercials for Labatt bleue have, over the years, represented an alternative to the typical "beer gets you laid" message. As typical of Quebec culture, these ads have used humour to carry their message, often with puns and other word play. For instance, one of the most recent ads uses a zeugma and the names of several parts of Quebec (strengthening the association between the beer and Quebec cultural identity). It also describes the beer in its association with food.

Which brings me to the interesting point about craft beer. While beer advertisement is typically full of what this new code of ethics seeks to prohibit, craft beer positions itself in exactly the same line as Educ’alcool and this code of ethics: taste and responsible drinking. The only television ads I’ve seen for craft beer were made by Boston Beer company for their Samuel Adams products. These ads usually emphasize the brewing craft itself and have been discussed by many members of the craft beer crowd. An important point is that they’re quite effective at delivering the message about taste, quality, sophistication, and responsibility. (Actually, I wore a Samuel Adams t-shirt yesterday, after reading about the new code of ethics. Didn’t even notice the possible connection!)

Any craft beer person will argue that craft beer always wins on taste. So if the new marketing message needs to focus on taste, craft beer wins.

It’s quite striking that the code of ethics mentions people looking older than 25. IMHO, it’s overstating the case a bit. IMHO, nothing is to be gained by avoiding the portrayal of members of the 18-25yo age bracket in advertising for responsible drinking. This demographic is not only very important for the alcohol industry but it’s one which should be targeted by the responsible drinking movement. Educ’alcool does target people who are even younger than that, so that they "do the right thing" once they’re old enough to drink, but there’s no reason to let people down once they start drinking. Eighteen-year-olds are not only learning the value of responsible drinking, they’re integrating responsible drinking in their social lives. And they’re learning how to taste alcoholic beverages.

Apart from age, characteristics of craft beer people are usually the same as those of the target market for beer in general. But their emphasis is really: taste, distinctiveness, sophistication, and responsibility. Again, perfect for the new type of ads.

Speaking of beer marketing, the issue of Montreal’s Hour indie weekly also has a piece on the importance of beer sponsorships for the success of events in the city. Coincidence?

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Beer, Canada, craft beer, craft beer culture, cultural capital, cultural identity, homebrewing, social capital, social networks, stereotypes, United States

Brewing Cultures: Craft Beer and Cultural Identity in North America (Draft)

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Here's the draft of my presentation for a food and society conference at Boston University this past Thursday.

Brewing Cultures: Craft Beer and Cultural Identity in North America (draft)
And associated slides.

A blog version should follow. Comments are deeply appreciated!

amateurs, Beer, homebrewing, professionals

Homebrewers Going Pro

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This podcast episode had a few things about homebrewers going pro, including a comment, by Brewers Association director Paul Gatza, that 90% of professional craft brewers started as homebrewers. IIRC, the same statistic was mentioned by Ken Wells, of Travels with Barley fame on the July 16, 2005 episode of The Beer Show. This statistic must be listed somewhere on the Brewers Association website.