Is it true that "85 degrees C" sued Guangming Milk infringement that "coffee tastes best at 85 ℃"?

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Recently, a Taiwanese company, 85C, sued Guangming Dairy, a time-honored brand in Shanghai, for infringement because the packaging of one of its fresh milk products was marked 85C. However, Guangming retorts that this represents a reasonable indication of a sterilization temperature of 85 degrees Celsius, and alleges that 85C that the source of its trademark meaning is "coffee tastes best at 85 ℃." this conclusion has no scientific or factual basis. The second trial accepted the statement of Guangming Company and finally lost the case of 85 degrees C.

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As soon as the information came out, many netizens said: "when we buy Bright Milk, we don't even think of 85C" and "for Bright's popularity, we still need 85C?" Fortunately, it is 85, and it becomes 37, so no one else's body temperature will be allowed to be normal in the future, right? "

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No matter whether Bright Milk uses the 85 ℃ logo, whether it is an infringement of 85 degrees C, the conclusion that "coffee tastes best at 85 ℃" remains to be explored.

Gourmet Talent founded 85 degree C brand in 2003, and successively obtained four registered trademarks of "85 ℃". After years of promotion and use, its registered trademarks in category 43 cafes and cake shops have been recognized as well-known trademarks by China Trademark Office.

As a multinational coffee roasting brand created in Taiwan, "85C" has been promoting the source of its brand name "coffee tastes best at 85 ℃". But is there any scientific and factual basis for this conclusion?

Is 85 ℃ really the best "drinking temperature" for coffee?

Is there an ideal drinking temperature for coffee? In theory, it can be as high as eighty degrees and as low as zero degrees. As long as you can bear it, coffee at any temperature can be drunk. In other words, you can drink coffee at any temperature you like, depending on your personal hobby.

However, with a few exceptions, most coffee drinkers choose coffee at the following two temperatures:

One is hot coffee with a temperature higher than 60 degrees.

One is iced coffee with a temperature below 10 degrees.

There are only a few cases, such as when taking a cupping to evaluate the quality of coffee, otherwise very few people will choose warm and cool coffee (such as the room temperature at that time). Between hot coffee and iced coffee, there are far more people choosing the former than the latter, even on hot dog days.

What is the appropriate temperature for drinking coffee?

The conclusion of the relevant expert research is that the ideal coffee drinking temperature should not be lower than 60 degrees, and above this temperature, the closer to the upper limit of the high temperature you can bear, the better (the high temperature that each person can bear is different, but it is generally unlikely to exceed 80 degrees). Just brewed coffee with hot water, the temperature is generally between 70 degrees to 80 degrees, but basically 85 ℃ coffee, more difficult to taste its flavor, this time coffee may be the strongest aroma, but because of the high temperature will cover your feelings of coffee, people's tongue above 70 ℃ is difficult to distinguish the meticulous flavor. However, the aroma of coffee decreases with the decrease of temperature, so at this time, we usually only smell the fragrance to feel the cup of coffee.

Coffee is the most popular drink in the world because of its wonderful combination of aroma and taste, coupled with the refreshing effect of caffeine. Among them, especially the aroma, should be the most wonderful part of coffee. According to chemical research, roasted coffee beans contain so many kinds of aromatic substances (volatile organic compounds) that any food in the world, no matter wine, vanilla, etc., is far from comparable to it. At present, more than 800 aroma components have been determined, while those estimated by the chemical industry must be more than 1,000, because there are not enough samples needed for testing. Among so many aromatic substances, different volatile compounds have different molecular kinetic energy, so that the aroma volatilization is different in order and strength.

In the coffee cup test (cupping), the aroma of coffee is roughly divided into two categories: fragrance and aroma, because some aromas start to volatilize before the coffee comes into contact with hot water, while others do not evaporate until the hot water touches the coffee.

Although the cup test is not the method that ordinary people will take when drinking coffee, it implies that the ideal drinking temperature of coffee should not be lower than 60 degrees: there are some wet fragrances that do not volatilize beyond the coffee liquid at a temperature below 60 degrees Celsius. Therefore, it is impossible to enter the nasal cavity through the nasopharyngeal tube, which will more or less reduce the aftertaste of coffee.

Therefore, the ideal coffee drinking temperature should not be lower than 60 degrees.

So, is there a problem with coffee at 85 ℃?

Regardless of whether the individual can stand the high temperature of 85 degrees Celsius and pour such hot coffee into his mouth, is it okay to drink coffee at 85 ℃?

The answer is, there is a problem.

Recently, the International Agency for Research on Cancer (IARC) under the World Health Organization (WHO) issued a new warning that drinking hot drinks of more than 65 ℃ can increase the risk of esophageal cancer.

Hot drinks of more than 65 ℃ were added to the list of 2A carcinogens. Grade 2A is second only to the highest level 1 (with a clear risk of carcinogenesis).

How to tell whether it is more than 65 ℃? The hot pot soup is as high as 120 ℃, the temperature of the freshly brewed tea is 80 ℃, and the temperature of dumplings and noodles just out of the pot is about 70 ℃ 80 ℃. 65 ℃ of water is the temperature at which you can only take one sip.

In other words, drinking coffee at 85 ℃ not only burns the mouth, but also increases the risk of esophageal cancer, which is not recommended.

Could 85 ℃ be the best brewing temperature for coffee?

Coffee brewing temperature is usually about 90 degrees, although coffee can be drunk in a wide range of temperatures, but suitable for brewing temperature range is relatively narrow, if the water temperature above 95 degrees, may flush out the bitter taste of coffee, if less than 85 degrees, may lead to insufficient extraction, resulting in coffee may have a stinky sour taste, so it is recommended to brew water temperature between 88 and 92 degrees. (the shallower the baking degree, the higher the cooking water temperature; the deeper the baking degree, the lower the cooking water temperature. )

Therefore, using 85 ℃ to brew coffee is not a problem, but not suitable for all coffee beans.

Last

The origin of 85C is to describe that coffee tastes best at 85 ℃, and it is easy to remember and impress consumers, so it takes 85C as the brand name. Through the word of mouth of consumers, and eye-catching appearance of the store, enhance awareness, successfully start the brand. As a marketing aspect, the 85-degree C brand is undoubtedly successful.

But as a multinational coffee chain roasting brand, 85C has been promoting that "coffee tastes best at 85 ℃" is groundless and unreasonable. Seriously explore, whether the name "85 ℃" is not a misleading to consumers?

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