American Fine Coffee Godfather, Starbucks grandmaster-legendary Alfred Peet of Bitz

Without him, there would have been no American Fine Coffee movement and no Starbucks. Peet's Coffee & Tea, which bought Intelligentsia Coffee for $100 million a few days ago, was founded by him. He's Alfred. Alfred Peet, who inspired a whole generation of idealists who love coffee, is known as the godfather of American fine coffee and deserves to be remembered and respected forever by coffee people.

Coffee beans talk, so let's learn their secret language.

- Beats.

After World War II, coffee consumption in the United States increased rapidly. Roasters at that time, in order to expand profits quickly, cut corners, abused inferior beans, inferior beans, and even intensified the mixing of large quantities of sun-cured beans. You can imagine how bad the taste was. "Cowboy coffee,""dishwater coffee," are European mockery of the United States do not understand coffee, coffee culture does not have a sarcastic term. The saviour of american coffee was not general foods, nor procter & gamble, but alfred, a dutchman who left angry with his father. Alfred Peet.

It is no exaggeration to say that without Alfred. Beats, without Beats Coffee, there would be no Starbucks, and there would be no George. Hall's light roast theory, not to mention the international boutique coffee bidding campaign "Extraordinary Cup COE." Located at the intersection of Berkeley, CA, Walnut and Vine Streets, a two-story building with a typical corner circular ocean view window is the original Beats Coffee & Tea. It was here that Alfred Peet began his legendary chapter of "recording life with coffee." [Beats Coffee] The founder shop, known as the most legendary ancestor coffee shop in the United States, has become a pilgrimage place for coffee players around the world.

Beats was born in the Netherlands, where his father was in the coffee and tea business, and he grew up with coffee roasting. At the age of 18, he learned European rebaking techniques and bean pairing tips. He immigrated to the United States in 1955, and ten years later opened his first coffee shop, Peet's Coffee & Tea, in San Francisco on the West Coast in 1966.

Beats sold small amounts of newly-roasted coffee beans in his stores, insisted on using 100% Arabica beans and never sold beans before they were two-shot, a practice that quickly caught on with consumers. With his rich roasting experience, Beats insists on deep roasting beans. His roasted coffee beans taste sweet, rich and thick. At the same time, in order to specifically target family users, the store has a small coffee bar to facilitate the introduction of good coffee to customers.

Beats sells coffee with enthusiasm and sincerity, actively introduces various coffee knowledge to customers and guides them on the correct brewing method. His most frequent refrain was,"Coffee beans talk." To understand what they say, you have to study for a long time. It takes at least a year to understand the profound language of beans." This enthusiasm quickly spread to consumers, and fame was popular for a while. More and more customers like Beats coffee, many people come to admire, just to drink a cup of authentic Beats coffee, what is strong but not bitter, alcohol and throat good coffee.

The postwar baby boom in the United States gave birth to a group of young people who were not baptized by war, sensitive taste buds, and fastidious about eating and drinking. These people naturally became die-hard fans of "Beats Coffee." "Beats Coffee" is a black, fragrant, reroasted coffee that has spread across the United States and become the new fashion for simulated coffee.

Major Dickason's Blend, Garuda Blend, and Pacific Blend are all famous blends in the United States. At this point, since 1966, the United States has quietly set off a decades-long fine coffee movement that has affected the world so far. Starbucks founder coffee roaster is like a magician, can crack the secret of coffee beans, magic into attractive aroma. Beats 'famous roasting technique influenced a group of young people who wanted to join the coffee business.

To further deepen his vision and sense of mission for the coffee revolution, Beats also actively guided and assisted the elite of the coffee industry. Starbucks founder Jerry? Jerry Baldwin, Gordon? Gordon Bowker, Jeff? Zev Siegl received his enlightenment at Beats Coffee. In 1971, they returned to Seattle to start Starbucks Coffee, which was still manufactured by Bitz Coffee for the first year of operation, and the next year Starbucks set up its own roaster, Baldwin taking over the task of roasting. Starbucks logos that later appeared on the corners of streets in almost every important city around the world also vaguely revealed the green logo of the old Berkeley coffee and tea shop. In fact, in Starbucks 'early days, Beats served them coffee beans for years. Alfred Beats is the founder of Starbucks!

Source: UniCupCoffee WeChat