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James Hoffmann

@jameshoffmann.bsky.social

5.3K followers 84 following 81 posts

I mostly make things to do with coffee.

Posts Replies Media

Reposted by James Hoffmann

Rob Delaney @robdelaney.bsky.social · 09/09/2026

Initially I was frustrated with the rise of self-checkout but I appreciated how stores passed the savings on to me rather than pocket the money, fire armies of workers & make me do a job I suck at. It’s also why I’m optimistic about AI! I have been kicked in the head by several horses.

James Hoffmann @jameshoffmann.bsky.social · 20/08/2026

Today's video is something a little different, and I hope the start of a series of videos seeking out the coffee experiences that are unique to a place. (We're open to suggestions for better names for the series if something comes to mind after you watch the video...) www.youtube.com/watch?v=7gzK...

Coffee Like A Local Ep1: Lima, Peru

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 06/08/2026

Over a decade ago I wrote about The Cappuccino Index (how long a barista has to work to buy a cappuccino in their own cafe). We revisited it with a lot more data from this year! New Video: The Surprising Things We Discovered In The Cost Of A Cappuccino www.youtube.com/watch?v=WtlE...

The Surprising Things We Discovered In The Cost Of A Cappuccino

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 16/07/2026

New Video and new live tasting project: A Beginner's Guide to Coffee Fermentation. youtube.com/watch?v=Iq34... There's been increasing conversation about fermentation in coffee, and hopefully this helps with a baseline understanding!

The Beginner's Guide To Coffee Fermentation

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 16/07/2026

I'm launching a newsletter! You can sign up here: thedripfeed.coffee What you can expect: - Essays and deeper dives on coffee topics that are at the front of my mind. - Curated links to interesting things, with some background on why they're interesting - what we're making

thedripfeed.coffee

The newsletter will be a mix of news, opinions, insights or occasional deep dives. They'll complement the videos, let you know what we've created recently and where you can find it if you missed it. D...

James Hoffmann @jameshoffmann.bsky.social · 01/06/2026

New Cherry Bones now out! shop.cherrybonesmag.com/products/che... Quick highlights: - it has more pages! - it costs less! - It's really good! (better than issue 1!?) - there's a bunch already in the US, so US shipping cheaper and quicker - one run only this time, when it is gone it is gone.

shop.cherrybonesmag.com

Cherry Bones - Issue 2

Cherry Bones - Issue 2

Reposted by James Hoffmann

Fionn Pooler @thepourover.coffee · 24/04/2026

I wrote about the pervasive fear of mould and mycotoxin contamination in coffee. It's pushed by wellness influencers and "clean" coffee companies as a health hazard, but it's really not that big a deal. And in the end, these fears are just another way to put downward pressure on coffee farmers.

thepourover.coffee

On the Unfounded Fears of Coffee Contamination

The internet is full of warnings about the dangers lurking within coffee, whether it’s mould, mycotoxins, or other contaminants. The truth, however, is far more prosaic.

James Hoffmann @jameshoffmann.bsky.social · 19/03/2026

Surprising not to see any chat on socials/Sprudge/anywhere really about Bunn selling to the Ali Group.

James Hoffmann @jameshoffmann.bsky.social · 09/02/2026

Thank you to everyone who shared or took part. We have over 2,000 responses from 69 different countries! We'd love to get to 3,000 (because round numbers!) - sharing this further would be amazing - thank you!

James Hoffmann @jameshoffmann.bsky.social · 06/02/2026

How long does it take for a barista to earn enough money to buy a cappuccino in their own coffee shop? What does that tell us about different economies and coffee cultures around the world? Work in a coffee shop? We'd love your input! forms.gle/DZFThBdjWi1g...

The Cappuccino Index Survey

Have you ever wondered how long you need to work to be able to buy one cappuccino from the café you work at? We did! We are running this short survey to look at how barista wages compare to actual pr...

James Hoffmann @jameshoffmann.bsky.social · 12/12/2025

Today's video answers a question I get A LOT: Why Does Coffee Make You Poop? www.youtube.com/watch?v=LZnA... If you enjoy this (and it's a little... different to the usual thing) then do please share it!

Why Does Coffee Make You Poop?

YouTube video by James Hoffmann

Reposted by James Hoffmann

Jesse Raub @jesseraub.online · 10/11/2025

new newsletter today about the shortsightedness of political films and how we interpret them featuring One Battle After Another, Parasite, Civil War, Eddington, and a Marxist-Maoist essay from Jean-Luc Godard goodones.beehiiv.com/p/the-myopia...

goodones.beehiiv.com

The Myopia of Political Films

Looking at the message of One Battle After Another by examining Parasite, Civil War, and Eddington through Jean-Luc Godard's political film theory

James Hoffmann @jameshoffmann.bsky.social · 22/10/2025

I agree strongly with this. (Though the game of finding a sound professional's breaking point, by seeing just how incorrectly you can pronounce "lavalier" before they lose it, is quite fun)

Reposted by James Hoffmann

Fionn Pooler @thepourover.coffee · 16/10/2025

An important thread debunking Starbucks' PSL invention claims. #CoffeeSky

James Hoffmann @jameshoffmann.bsky.social · 10/10/2025

The new edition of The World Atlas of Coffee is out now! (except in the USA, sorry! Coming early next month!) If you'd like to pick up a copy for yourself, or as a generous gift, then there's a few options (including the last few signed copies in the UK&US) to be found here: linktr.ee/jimseven

The World Atlas of Coffee book is on a coffee table, next to a cup of coffee and a houseplant.

Reposted by James Hoffmann

Fionn Pooler @thepourover.coffee · 26/09/2025

I wrote about Baudrillard, pumpkin spice lattes, and the increasing hyperreality of specialty coffee. #CoffeeSky www.thepourover.coffee/the-hyperrea...

thepourover.coffee

The Hyperreality of Specialty Coffee

Well-funded startups mimic the aesthetics and language of specialty coffee. Giant multinationals cosplay community. Companies chase trends created by social media. It all points towards coffee's growi...

James Hoffmann @jameshoffmann.bsky.social · 19/09/2025

New Video: Inside Espresso Pucks With A CT Scanner: www.youtube.com/watch?v=CX-a... Thanks to @lumafield.bsky.social for letting come and do silly things with serious equipment!

James Hoffmann @jameshoffmann.bsky.social · 11/07/2025

Today we're launching a new coffee magazine. It's called Cherry Bones! Video here: www.youtube.com/watch?v=BmwJ... Issue 1 is here: shop.cherrybonesmag.com/products/che... Our goal: interesting work (from properly paid writers and photographers), no ads, and to make a beautiful thing too.

We Made A New Coffee Magazine (Out of Recycled Take Away Cups)

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 27/06/2025

We decided to update an old video on V60 papers, so did way too much testing and found some interesting stuff so now I have new opinions on the subject: www.youtube.com/watch?v=YY5F...

V60 Papers: Our Excessive Testing Was Worth It!

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 02/06/2025

Today's video is something a little different, but I promise it is an entertaining little moment in modern/speciality coffee's history: www.youtube.com/watch?v=BfNo...

How Starbucks Accidentally Popularised The V60

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 30/05/2025

I make no apologies. (I hope the tiramisu is tasty!)

James Hoffmann @jameshoffmann.bsky.social · 01/04/2025

New video: www.youtube.com/watch?v=epIg...

The Secrets Of My Daily Coffee Routine

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 14/03/2025

Strange and specifc question, I know - but anyone know anyone in London who might do custom marzipan fruit work?

James Hoffmann @jameshoffmann.bsky.social · 04/03/2025

Today's video is about how the power, innovation and excellence in coffee equipment has shifted. It's a bit of history, a bit of equipment nerdery, and a little opinion all mixed up. www.youtube.com/watch?v=r7Yt...

Is The Best Espresso In The World Being Made At Home?

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 21/02/2025

Today's video is 100% entirely, very, very serious. www.youtube.com/watch?v=N4qD...

Can I Revolutionize Coffee?

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 17/01/2025

Today's video takes a look at the £60 Aldi Espresso Machine. There's no way this can be any good.... right? www.youtube.com/watch?v=zX6F...

The £60 Aldi Espresso Machine

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 08/01/2025

Today's video is mostly for people starting out in their espresso journey (and, if you're already mastering your espresso it is hopefully one you can share with friends who are just getting into it!) youtu.be/MbTD42FvMVU

A Beginner's Guide To Fixing Bad Espresso

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 03/01/2025

I don’t know why this makes me as happy as it does, but this is the chart of views for my French Press technique video over the last year. Every little peak happens on a weekend, particularly on Sundays. There is often a notable peak on Christmas Day too!

James Hoffmann @jameshoffmann.bsky.social · 02/01/2025

Editing a video today (because the YT team are still on holiday), and wow - I do not miss editing my videos! I have been meaning to learn Resolve, but suddenly this is making me think twice about that because I'd forgotten the pain of staring at myself and cleaning up my endless mistakes!

James Hoffmann @jameshoffmann.bsky.social · 29/12/2024

I don’t release recipes very often, but when I do I find it surprisingly stressful. With the Tiramisu, the immediate response from lots of people was “I’m going to make this for my whole family for our Christmas gathering!”. That’s a lot of pressure!

James Hoffmann @jameshoffmann.bsky.social · 18/12/2024

It's finally done, the Tiramisu recipe is here: www.youtube.com/watch?v=o3AM... As recipes go, this is reasonably nerdy - but optionally nerdy too. Somehow, after literally hundreds of tastings... I still quite fancy some tiramisu.

The Ultimate Tiramisu Recipe

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 18/12/2024

If you're happy to share - we'd love to get your tasting feedback on The Decaf Project Tasting (if you took part) forms.gle/44iFdEfNPc4p... (Submissions will stay open for a few weeks, because I know some folks are still waiting to find a good time to do it, or may be waiting on a delayed delivery)

The Decaf Project tasting feedback form

Thank you so much for taking part in the Decaf Project! We would love to hear your thoughts on your tasting experience. You will be taken through a short questionnaire collecting information about...

James Hoffmann @jameshoffmann.bsky.social · 15/12/2024

I hope everyone who took part in the project had fun! It was a big and tricky project, and we learned a lot to take into any future projects/collaborative tasting events. The whole thing soaked up a lot of resource (time, money and effort), because we are trying to make something with lasting value.

James Hoffmann @jameshoffmann.bsky.social · 15/12/2024

The Decaf Project live tasting is going live very soon! (3pm UK time) youtube.com/live/Ahvlai5...

Share your videos with friends, family, and the world

Reposted by James Hoffmann

Fionn Pooler @thepourover.coffee · 07/12/2024

There is a phrase coined by the scientist and theorist Stafford Beer: “The purpose of a system is what it does”. It can give us a handy, if slightly generalised, way to view the coffee industry—and in particular, the relationship between multinational coffee brands’ marketing and their actions. ☕👇

thepourover.substack.com

The Purpose of the Coffee Industry Is What It Does

Coffee brands love to tout their ethics and human rights policies, yet the supply chain is still built on poverty. At some point, we have to judge the industry not by what it says but by its actions.

James Hoffmann @jameshoffmann.bsky.social · 06/12/2024

Hey @wired.com - is there anyone on your YouTube team I could chat to about licensing/using a clip?

James Hoffmann @jameshoffmann.bsky.social · 06/12/2024

Today's video is the last in the series of factory tours/process explorations for The Decaf Project: www.youtube.com/watch?v=VUtU...

The Secret Decaf Process Using ONLY Water

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 29/11/2024

The next video in the decaf series is out - here's how The Sugar Cane/Ethyl Acetate Decaf Process works: www.youtube.com/watch?v=aj0A...

What You Need To Know About Ethyl Acetate Decaffeination...

YouTube video by James Hoffmann

James Hoffmann @jameshoffmann.bsky.social · 29/11/2024

This is a great breakdown and overview of what's going on in coffee's market right now

James Hoffmann @jameshoffmann.bsky.social · 29/11/2024

Bonus chart for full context

James Hoffmann @jameshoffmann.bsky.social · 29/11/2024

While I’m enjoying the early Twitter vibes, it does still feel like lots of coffee folk are still missing, and so is some discussion. The fact that the commodity market price for coffee is at an all time high is going to have some significant knock on effects for everyone.

James Hoffmann @jameshoffmann.bsky.social · 24/11/2024

I'm in the middle of a big decaf project at the moment (www.thedecafproject.com if you're curious) - but I haven't talked much about what motivates all of this, aside from my own interest and wanting more people to be positive about decaf.

thedecafproject.com

The Decaf Project