Several months after we declared that coffee’s golden age is over, famed Illy barista-in-chief, Giorgio Milos, posted this in The Atlantic today: America’s Golden Age of Coffee: Remarkably Like Italy’s Past – Giorgio Milos – Life – The Atlantic.
You might recall Mr. Milos ruffling a few New World coffee feathers last year in The Atlantic, when he roughly suggested that “the Italian way” is the only way to appreciate espresso. Among other things he called out the brightness bomb, where many Western baristas have fallen in love with espresso shots that taste like a mouthful of Sour Patch Kids.
In his latest piece, Mr. Milos has made something of a curious about-face. Has all his time around Western espresso started to change his palate? More specifically, he rightfully called out the enthusiasm and passion for coffee quality in the American barista community — something that has been stagnant in Italy for decades. He also drew a number of parallels between “coffee innovation” in America today and in Italy a century ago.
(We’ll try to restrain our gag reflex whenever we hear a term like “coffee innovation”. This is another area where — to quote Mr. Milos — the “oft-cited parallels between specialty coffee and wine break down” in that no one has talked about “wine innovation” with a straight face for many generations.)
Mr. Milos also raised a red flag for the American barista’s “tendency to keep consumers out of the R&D process” — something we similarly called out earlier this year. And he also spoke our language when he wrote, “Italy, where it’s easy to find a very good cup of coffee and tough to find something undrinkable — and about equally tough to find something outstanding.”