James Hoffmann
@jameshoffmann.bsky.social
I mostly make things to do with coffee.
I agree strongly with this. (Though the game of finding a sound professional's breaking point, by seeing just how incorrectly you can pronounce "lavalier" before they lose it, is quite fun)
Lav. Just say it normal. "Lav." It's not an exotic space alien whose name is "l-AAH-v" despite being spelled "Lav." It's just lav. Lavalier. Lav. Like "sat nav." Lav.
October 22, 2025 at 3:17 PM
I agree strongly with this. (Though the game of finding a sound professional's breaking point, by seeing just how incorrectly you can pronounce "lavalier" before they lose it, is quite fun)
Reposted by James Hoffmann
An important thread debunking Starbucks' PSL invention claims. #CoffeeSky
So uhh...I just impulsively decided to fact-check the official origin story for the pumpkin spice latte and it is A LIE or at least incorrect.
Starbucks claims to have invented it in 2003
But a coffee shop in Portland was selling them in 2001 (the earliest mention I can find)
Starbucks claims to have invented it in 2003
But a coffee shop in Portland was selling them in 2001 (the earliest mention I can find)
![Starbucks began developing the pumpkin spice latte in January 2003, following the success of winter beverages such as the peppermint mocha and eggnog latte. Peter Dukes, the company's Director of Espresso for the Americas, explained that developers recognized the appeal of pumpkin flavor, noting, "there wasn't anything around pumpkin at the time."[5] During development, Starbucks' team collaborated with food scientists to create four potential seasonal beverages...](https://cdn.bsky.app/img/feed_thumbnail/plain/did:plc:pkjt2otk4svponrxpxbphl4h/bafkreidjia67rat6zwoewfp7fsb4xyeg772fao46wvbbflicrr36zvbb4i@jpeg)
October 16, 2025 at 12:42 PM
An important thread debunking Starbucks' PSL invention claims. #CoffeeSky
The new edition of The World Atlas of Coffee is out now! (except in the USA, sorry! Coming early next month!)
If you'd like to pick up a copy for yourself, or as a generous gift, then there's a few options (including the last few signed copies in the UK&US) to be found here: linktr.ee/jimseven
If you'd like to pick up a copy for yourself, or as a generous gift, then there's a few options (including the last few signed copies in the UK&US) to be found here: linktr.ee/jimseven
October 10, 2025 at 1:01 PM
The new edition of The World Atlas of Coffee is out now! (except in the USA, sorry! Coming early next month!)
If you'd like to pick up a copy for yourself, or as a generous gift, then there's a few options (including the last few signed copies in the UK&US) to be found here: linktr.ee/jimseven
If you'd like to pick up a copy for yourself, or as a generous gift, then there's a few options (including the last few signed copies in the UK&US) to be found here: linktr.ee/jimseven
Reposted by James Hoffmann
I wrote about Baudrillard, pumpkin spice lattes, and the increasing hyperreality of specialty coffee. #CoffeeSky
www.thepourover.coffee/the-hyperrea...
www.thepourover.coffee/the-hyperrea...
The Hyperreality of Specialty Coffee
Well-funded startups mimic the aesthetics and language of specialty coffee. Giant multinationals cosplay community. Companies chase trends created by social media. It all points towards coffee's growi...
www.thepourover.coffee
September 26, 2025 at 5:04 PM
I wrote about Baudrillard, pumpkin spice lattes, and the increasing hyperreality of specialty coffee. #CoffeeSky
www.thepourover.coffee/the-hyperrea...
www.thepourover.coffee/the-hyperrea...
New Video: Inside Espresso Pucks With A CT Scanner: www.youtube.com/watch?v=CX-a...
Thanks to @lumafield.bsky.social for letting come and do silly things with serious equipment!
Thanks to @lumafield.bsky.social for letting come and do silly things with serious equipment!
www.youtube.com
September 19, 2025 at 3:07 PM
New Video: Inside Espresso Pucks With A CT Scanner: www.youtube.com/watch?v=CX-a...
Thanks to @lumafield.bsky.social for letting come and do silly things with serious equipment!
Thanks to @lumafield.bsky.social for letting come and do silly things with serious equipment!
Today we're launching a new coffee magazine. It's called Cherry Bones!
Video here: www.youtube.com/watch?v=BmwJ...
Issue 1 is here: shop.cherrybonesmag.com/products/che...
Our goal: interesting work (from properly paid writers and photographers), no ads, and to make a beautiful thing too.
Video here: www.youtube.com/watch?v=BmwJ...
Issue 1 is here: shop.cherrybonesmag.com/products/che...
Our goal: interesting work (from properly paid writers and photographers), no ads, and to make a beautiful thing too.
We Made A New Coffee Magazine (Out of Recycled Take Away Cups)
YouTube video by James Hoffmann
www.youtube.com
July 11, 2025 at 1:59 PM
Today we're launching a new coffee magazine. It's called Cherry Bones!
Video here: www.youtube.com/watch?v=BmwJ...
Issue 1 is here: shop.cherrybonesmag.com/products/che...
Our goal: interesting work (from properly paid writers and photographers), no ads, and to make a beautiful thing too.
Video here: www.youtube.com/watch?v=BmwJ...
Issue 1 is here: shop.cherrybonesmag.com/products/che...
Our goal: interesting work (from properly paid writers and photographers), no ads, and to make a beautiful thing too.
We decided to update an old video on V60 papers, so did way too much testing and found some interesting stuff so now I have new opinions on the subject: www.youtube.com/watch?v=YY5F...
V60 Papers: Our Excessive Testing Was Worth It!
YouTube video by James Hoffmann
www.youtube.com
June 27, 2025 at 2:07 PM
We decided to update an old video on V60 papers, so did way too much testing and found some interesting stuff so now I have new opinions on the subject: www.youtube.com/watch?v=YY5F...
Today's video is something a little different, but I promise it is an entertaining little moment in modern/speciality coffee's history: www.youtube.com/watch?v=BfNo...
How Starbucks Accidentally Popularised The V60
YouTube video by James Hoffmann
www.youtube.com
June 2, 2025 at 8:24 PM
Today's video is something a little different, but I promise it is an entertaining little moment in modern/speciality coffee's history: www.youtube.com/watch?v=BfNo...
I make no apologies.
(I hope the tiramisu is tasty!)
(I hope the tiramisu is tasty!)
May 30, 2025 at 9:08 AM
I make no apologies.
(I hope the tiramisu is tasty!)
(I hope the tiramisu is tasty!)
New video: www.youtube.com/watch?v=epIg...
The Secrets Of My Daily Coffee Routine
YouTube video by James Hoffmann
www.youtube.com
April 1, 2025 at 12:46 PM
New video: www.youtube.com/watch?v=epIg...
Strange and specifc question, I know - but anyone know anyone in London who might do custom marzipan fruit work?
March 14, 2025 at 3:28 PM
Strange and specifc question, I know - but anyone know anyone in London who might do custom marzipan fruit work?
Today's video is about how the power, innovation and excellence in coffee equipment has shifted. It's a bit of history, a bit of equipment nerdery, and a little opinion all mixed up. www.youtube.com/watch?v=r7Yt...
Is The Best Espresso In The World Being Made At Home?
YouTube video by James Hoffmann
www.youtube.com
March 4, 2025 at 4:54 PM
Today's video is about how the power, innovation and excellence in coffee equipment has shifted. It's a bit of history, a bit of equipment nerdery, and a little opinion all mixed up. www.youtube.com/watch?v=r7Yt...
Today's video is 100% entirely, very, very serious. www.youtube.com/watch?v=N4qD...
Can I Revolutionize Coffee?
YouTube video by James Hoffmann
www.youtube.com
February 21, 2025 at 4:25 PM
Today's video is 100% entirely, very, very serious. www.youtube.com/watch?v=N4qD...
Today's video takes a look at the £60 Aldi Espresso Machine. There's no way this can be any good.... right? www.youtube.com/watch?v=zX6F...
The £60 Aldi Espresso Machine
YouTube video by James Hoffmann
www.youtube.com
January 17, 2025 at 4:06 PM
Today's video takes a look at the £60 Aldi Espresso Machine. There's no way this can be any good.... right? www.youtube.com/watch?v=zX6F...
Today's video is mostly for people starting out in their espresso journey (and, if you're already mastering your espresso it is hopefully one you can share with friends who are just getting into it!)
youtu.be/MbTD42FvMVU
youtu.be/MbTD42FvMVU
A Beginner's Guide To Fixing Bad Espresso
YouTube video by James Hoffmann
youtu.be
January 8, 2025 at 2:21 PM
Today's video is mostly for people starting out in their espresso journey (and, if you're already mastering your espresso it is hopefully one you can share with friends who are just getting into it!)
youtu.be/MbTD42FvMVU
youtu.be/MbTD42FvMVU
I don’t know why this makes me as happy as it does, but this is the chart of views for my French Press technique video over the last year. Every little peak happens on a weekend, particularly on Sundays. There is often a notable peak on Christmas Day too!
January 3, 2025 at 7:22 PM
I don’t know why this makes me as happy as it does, but this is the chart of views for my French Press technique video over the last year. Every little peak happens on a weekend, particularly on Sundays. There is often a notable peak on Christmas Day too!
Editing a video today (because the YT team are still on holiday), and wow - I do not miss editing my videos!
I have been meaning to learn Resolve, but suddenly this is making me think twice about that because I'd forgotten the pain of staring at myself and cleaning up my endless mistakes!
I have been meaning to learn Resolve, but suddenly this is making me think twice about that because I'd forgotten the pain of staring at myself and cleaning up my endless mistakes!
January 2, 2025 at 1:03 PM
Editing a video today (because the YT team are still on holiday), and wow - I do not miss editing my videos!
I have been meaning to learn Resolve, but suddenly this is making me think twice about that because I'd forgotten the pain of staring at myself and cleaning up my endless mistakes!
I have been meaning to learn Resolve, but suddenly this is making me think twice about that because I'd forgotten the pain of staring at myself and cleaning up my endless mistakes!
I don’t release recipes very often, but when I do I find it surprisingly stressful. With the Tiramisu, the immediate response from lots of people was “I’m going to make this for my whole family for our Christmas gathering!”. That’s a lot of pressure!
December 29, 2024 at 11:05 AM
I don’t release recipes very often, but when I do I find it surprisingly stressful. With the Tiramisu, the immediate response from lots of people was “I’m going to make this for my whole family for our Christmas gathering!”. That’s a lot of pressure!
It's finally done, the Tiramisu recipe is here: www.youtube.com/watch?v=o3AM...
As recipes go, this is reasonably nerdy - but optionally nerdy too. Somehow, after literally hundreds of tastings... I still quite fancy some tiramisu.
As recipes go, this is reasonably nerdy - but optionally nerdy too. Somehow, after literally hundreds of tastings... I still quite fancy some tiramisu.
The Ultimate Tiramisu Recipe
YouTube video by James Hoffmann
www.youtube.com
December 18, 2024 at 3:26 PM
It's finally done, the Tiramisu recipe is here: www.youtube.com/watch?v=o3AM...
As recipes go, this is reasonably nerdy - but optionally nerdy too. Somehow, after literally hundreds of tastings... I still quite fancy some tiramisu.
As recipes go, this is reasonably nerdy - but optionally nerdy too. Somehow, after literally hundreds of tastings... I still quite fancy some tiramisu.
If you're happy to share - we'd love to get your tasting feedback on The Decaf Project Tasting (if you took part)
forms.gle/44iFdEfNPc4p...
(Submissions will stay open for a few weeks, because I know some folks are still waiting to find a good time to do it, or may be waiting on a delayed delivery)
forms.gle/44iFdEfNPc4p...
(Submissions will stay open for a few weeks, because I know some folks are still waiting to find a good time to do it, or may be waiting on a delayed delivery)
The Decaf Project tasting feedback form
Thank you so much for taking part in the Decaf Project!
We would love to hear your thoughts on your tasting experience.
You will be taken through a short questionnaire collecting information about...
forms.gle
December 18, 2024 at 11:34 AM
If you're happy to share - we'd love to get your tasting feedback on The Decaf Project Tasting (if you took part)
forms.gle/44iFdEfNPc4p...
(Submissions will stay open for a few weeks, because I know some folks are still waiting to find a good time to do it, or may be waiting on a delayed delivery)
forms.gle/44iFdEfNPc4p...
(Submissions will stay open for a few weeks, because I know some folks are still waiting to find a good time to do it, or may be waiting on a delayed delivery)
I hope everyone who took part in the project had fun! It was a big and tricky project, and we learned a lot to take into any future projects/collaborative tasting events. The whole thing soaked up a lot of resource (time, money and effort), because we are trying to make something with lasting value.
December 15, 2024 at 6:53 PM
I hope everyone who took part in the project had fun! It was a big and tricky project, and we learned a lot to take into any future projects/collaborative tasting events. The whole thing soaked up a lot of resource (time, money and effort), because we are trying to make something with lasting value.
The Decaf Project live tasting is going live very soon! (3pm UK time) youtube.com/live/Ahvlai5...
YouTube
Share your videos with friends, family, and the world
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December 15, 2024 at 2:47 PM
The Decaf Project live tasting is going live very soon! (3pm UK time) youtube.com/live/Ahvlai5...
Reposted by James Hoffmann
There is a phrase coined by the scientist and theorist Stafford Beer: “The purpose of a system is what it does”.
It can give us a handy, if slightly generalised, way to view the coffee industry—and in particular, the relationship between multinational coffee brands’ marketing and their actions. ☕👇
It can give us a handy, if slightly generalised, way to view the coffee industry—and in particular, the relationship between multinational coffee brands’ marketing and their actions. ☕👇
The Purpose of the Coffee Industry Is What It Does
Coffee brands love to tout their ethics and human rights policies, yet the supply chain is still built on poverty. At some point, we have to judge the industry not by what it says but by its actions.
thepourover.substack.com
December 7, 2024 at 12:37 PM
There is a phrase coined by the scientist and theorist Stafford Beer: “The purpose of a system is what it does”.
It can give us a handy, if slightly generalised, way to view the coffee industry—and in particular, the relationship between multinational coffee brands’ marketing and their actions. ☕👇
It can give us a handy, if slightly generalised, way to view the coffee industry—and in particular, the relationship between multinational coffee brands’ marketing and their actions. ☕👇
Hey @wired.com - is there anyone on your YouTube team I could chat to about licensing/using a clip?
December 6, 2024 at 5:06 PM
Hey @wired.com - is there anyone on your YouTube team I could chat to about licensing/using a clip?
Today's video is the last in the series of factory tours/process explorations for The Decaf Project: www.youtube.com/watch?v=VUtU...
The Secret Decaf Process Using ONLY Water
YouTube video by James Hoffmann
www.youtube.com
December 6, 2024 at 4:23 PM
Today's video is the last in the series of factory tours/process explorations for The Decaf Project: www.youtube.com/watch?v=VUtU...