☕ So excited to finally hunt @kallefreese's Sudden Coffee! The New York Times calls it Instant Coffee You’ll Actually Want to Drink and I'd have to agree. As a coffee snob, Kalle knows his shit — he's literally the 9th best coffee taster and 9th best barista in the world.
I've been taking Sudden with me on trips and love it — it saves me from overroasted, charcoal-like coffee found at megabrands around the world, packs light, and most importantly, tastes great.
Subscriptions start at $24/month, and for a limited time, you can get 10% off FOR LIFE with my referral link.
Kalle has told me that he's only going to keep subscriptions open through this coming Monday because he's nearly at capacity, so I'd highly recommend you get in and lock in an early bird relationship. You'll thank me later.
@chrismessina@kallefreese Hey Chris or Kalle, I'm excited about the launch and have been following since the early days. The only objection I raised was that the price point was high (IIRC it was ~$5 per tube). It looks like you've been able to bring it down a bit and I'm excited to try.
Can you comment on what the shelf life is considering it's pre-ground? Have you tried using brewing methods like an AeroPress or french press besides just mixing it in a cup?
@kicksopenminds@chrismessina We're now at $2.50-3 per cup depending on the plan 👌
The shelf life is much much longer. In the tubes ≈ 6 weeks and in the next version of fully sealed packaging easily 3-4 months. Do you mean brewing the coffee in Aeropress as in adding coffee + water? There will be barely anything left.
@kallefreese@chrismessina That is what I meant, but perhaps a more interesting question is what brewing methods have / haven't worked for you to create Sudden? I'm curious if by "hand crafted" you mean with a V60 etc or some other process to yield the "crystallized" coffee?
I trust @chrismessina on all things coffee, and just locked-in a subscription today. I'm excited to keep some vials in my bag! Although, I'm going to have a tough time walking past my favorite NYC spots :-D
@greekjesus We the best single-origin coffees we can find. The current batch of Sudden is Deri from Ethiopia, roasted by 49th Parallel in Vancouver, BC.
The first time I tried Sudden Coffee was eye-opening - I took my first sip, and... right there was a shockingly good cup of coffee, like I had just made a pourover at home. It's been so much fun to share my subscription with friends; it really changes their preconceptions of what instant coffee can be. One question @kallefreese - what do you think are the best use cases for Sudden? I already take it with me on trips to avoid bad airplane coffee, but I'm sure you have plenty of other ideas.
Thanks @mmolesky! I never used to drink coffee at home in the mornings (ironic, right?). Now I take a cup of cold water, put it in the microwave for 90 sec and mix in one tube of coffee. It's just soooo easy and tasty.
@kallefreese I've tried it as a cold brew and as a hot brew.
Actually an ideal use case that I'd found is mixing it with ice cream. Previously I'd mixed ground coffee beans with icecream, but you end up with a weird texture and a sand-like consistency. Sudden Coffee is ideal for this usecase, as it actually dissolves really easily due to the different process of how it's made.
Well done explanation on the page and convincing concept, going to order some. Although we keep trying to improve the efficiency of making the perfect cup of espresso, I find it's one of those things in life that is still best when done the "good old fashioned way." As I was typing you entered your comment @chrismessina, so you answered my question about having tried it ;)
@chrismessina@kallefreese Makes sense. In that light, it may be harder to justify subscribing to something that's meant to fill in the gaps. Any plans for one-off purchasing?
@milla_killa@chrismessina Good point. Once we have more capacity, yes. We're closing our beta on Aug 1. We'll stop taking new order and will spend a couple months scaling our capacity, keeping existing subscribers happy and working to launch Sudden 1.0. Once we have all this sorted out one-off's will follow.
I've known about these guys for a while now since I'm heavy in the coffee scene! It's exciting to see and I can't wait to try it. Currently a little pricey for me but that's ok. I'm an aeropress girl but sometimes I just want my coffee NOW! So this is ideal.
@stefamini Thanks Stefanie! The lowest price per cup is $2.50 - definitely more than by using an AeroPress but not too bad when there's no other good coffee around 💪🏻
@greekjesus Our whole approach is very different - unlike other instant coffee we start with the best beans we can find, brew them carefully by hand and dehydrate the whole thing using our own process.
@kallefreese how on earth do you become a world champion of coffee tasting? what does that even mean? more seriously is it possible to try before we buy? sample or something?
@ourielohayon I haven't tried that many instant coffees but for example comparing to nescafe instant, it's at least 10x better. Personally I can't drink nescafe, but Sudden something I happily substitute my Aeropress coffee for.
I don't usually drink coffee, because it is not part of my ritual. I only drink cappuccinos in cafés. However, this product is so strong in convenience that it might become part of my daily life :) What I love about Sudden is that I can use it diversely - with milk or water, when baking, with ice cream or perhaps even with cocktails? ;) When do you think you'll be able to produce Sudden from several different origins?
@erika_haa We're changing the coffees for the subscription every month or two. We're now using an Ethiopian coffee and switching to a Kenyan in August.
Congrats on the hunt guys! How do you source the beans? Have you found that certain varietals do better / worse as instant as opposed to traditional brewing?
@mzamkow Thanks Max! At the moment we're working with roasters we know and trust - most recently 49th Parallel and Ritual Coffee. We've learnt that fruitier, brighter coffees work better as Sudden.
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