Drink instant and be despised? What kind of coffee do you drink?

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The term "disdain chain" was born in the 2012 Southern Metropolis Daily Shenzhen magazine "City Weekly" feature. The chain of disdain is like a food chain, a strange circle that cannot be bypassed. There is such a "group arrangement" in all aspects of various industries. People need to prove their superiority through disdain for the "next link". As a result, the disdain chain of the coffee industry has come into being. As the boutique coffee is more and more respected and pursued, people begin to "classify and stand in line", forming a number of "disdain chains".

Disdain chain ①: coffee type

"boutique > Starbucks > capsule > canned > instant"

At the top of this disdain chain is fine coffee, which was first put forward by Ms. Knudsen of the United States. as a coffee buyer of B.C. Ireland in San Francisco, she was very dissatisfied with the current situation of neglecting the quality of raw coffee in the industry, so she put forward the concept of fine coffee and advocated the improvement of the quality of the industry. Since then the term has been used to describe coffee beans with distinctive flavor characteristics that grow in a special environment.

Due to the high-quality coffee beans have strict requirements on the growth environment, soil, altitude, climatic conditions and other indispensable, so its "sense of superiority" is naturally reflected. For the coffee industry, this is not only the pursuit and optimization of quality, but also the support and help to the producing area and farmers. For coffee consumers, the pursuit of more outstanding flavor, more rich taste of boutique coffee is of course to help the development of the coffee industry.

Rebuttal:

"I am a big fan of Starbucks."

"I don't have time to sit in a cafe and enjoy my coffee. I just want to get caffeine quickly."

Before the third wave of boutique coffee movement developed rapidly from the United States and spawned many independent and personalized boutique coffee shops, Starbucks was the pursuit of high quality coffee by most people, and now it has become the second layer of the disdain chain. However, Starbucks' brand effect and fan economy still allow it to maintain a considerable number of fixed consumer groups. The brand of the coffee chain giant is a legend. Every time the launch of new products, the sale of every series of new peripheral products, and even every public welfare and environmental protection activities, training and social activities, etc., are followed by countless brand supporters. Starbucks still has an unshakable position in this chain.

In order to regain its place at the top of the chain of disdain, Starbucks has also begun to work hard. In 2014, the Chinese mainland "Zhenxuan" series was officially unveiled. At the "Zhenxuan" store, you can taste carefully selected beans of origin with unique flavor, while the "black apron" coffee master will brew the beans by hand.

With the development of science and technology and market demand, whether it is capsule coffee, canned coffee or instant coffee, each layer is constantly evolving and developing, and high-quality products in this field continue to appear. Like canned coffee.

Todd Carmichael, a leader in the US coffee industry and founder of La Colombe, a coffee chain, said: "I think the third wave of coffee is not as influential as the first and second waves, because the third wave is too elitist, we advocate the fourth wave of coffee, we will make coffee more convenient, and I believe this will be the most influential coffee revolution in history." When you see more and more "canned boutique coffee" in circulation in the market, you will understand the far-reaching significance of this sentence.

Disdain chain ②: cooking method

"hand punch > siphon pot > Philharmonic pressure > automatic coffee machine"

Hand brewing is one of the most professional, popular and ceremonial coffee brewing methods. Not only because the way it is cooked can best reflect the best taste and rich flavor of coffee beans. Also because it is obviously different from the second wave of fast-paced espresso culture, the whole process is "on behalf of the slowing down culture of life, the pursuit of refinement". At the same time, hand flushing has strict requirements on water quality, water temperature, coffee bean quality, coffee bean grinding, filter paper, hand brewing pot, brewing technology, brewing time and other details, which is also the only way to become a coffee master. there is no doubt about its disdain for the status at the top of the chain.

The siphon pot as an ancient and entertaining way of cooking, its status has been difficult to shake, although there will be a lot of trouble and safety risks in the cooking process, and even many people have turned the siphon pot into an ornament on the display shelf. But as long as it takes the stage, it is bound to have a contemptuous effect.

Rebuttal:

"after all I've said, I still can't use it."

"I know everything, but I just want to make coffee and water."

Coffee consumer group is a large and complex group, not everyone is interested in the history, culture and emotional development behind coffee, and not everyone can really drink different brewed coffee. On the other hand, with a set of complete and professional coffee equipment, its capital cost investment is a problem that can not be ignored. Learning how to use this equipment is another process of time and energy investment. Therefore, in ordinary families, the household automatic coffee machine is the simplest, most convenient and most economical choice.

Disdain chain ③: coffee drinks

Cold extraction > Italian concentrate > American style > latte > other fancy styles.

With the popularity of cold coffee, it jumped to the top of this chain of coffee disdain. Maybe many people still can't tell the difference between cold extract and iced American coffee. Iced American coffee is to add ice to hot coffee to cool it rapidly, and its taste will inevitably have some bitterness in the end. Cold-extracted coffee, on the other hand, does not use hot water at all. it takes time and cost to make, but it tastes less acidity than normal hot water-boiled and cooled coffee, and tastes better and smoother.

In terms of extraction degree and quality, cold extract may be qualified to despise other coffees. In addition, individual coffee, which pays more and more attention to origin and flavor, has gradually become superior to the rest of the herd. Adding milk, sugar, chocolate and any element may affect the flavor of coffee, which has become the object of disdain for boutique coffee lovers.

Rebuttal:

"Life is already so hard, why do you still have to drink it?"

"I just like to drink sweet. Life needs sugar."

Born in Vienna, Kochsky was the founder of latte and the first person to open a cafe in Vienna. This method of mixing milk with "bitter black water" makes Viennese really taste the beauty of coffee. Today, Kochsky is also regarded as the patron saint of many Vienna cafes. If you have a chance to go to Vienna, be sure to taste not a cold extract or Italian concentrate, but a smoother and delicious latte.

From the perspective of mass consumers, everyone in the world has their own taste buds and sense of taste, and everyone's taste preferences are certainly different. If there are a hundred hamlets in a hundred people's hearts, then of course there are a hundred ways to drink coffee in a hundred people's hearts, and there is no need to force each other. To the public, coffee is just one of many drinks. As long as you like it, who is better than who?

In the final analysis, the "disdain chain" is a universal human instinct from the perspective of social psychology. What best reflects this is the "minimum Group Paradigm" (minimal group paradigm) experiment initiated by psychologist Henri Tajfel. The smallest group study shows that we seem to be born to distinguish between "us" and "them", look down on "us" and discriminate against "them". Here, it is not important who "we" and "they" are, but the important thing is to divide the group itself, as long as it is divided into different groups, it will spontaneously produce inner group preference and external group discrimination.