First things first: Batch brewed coffee is not just a busy cafe necessity. It can be all class, and sometimes even divine. Not everbody’s got 4 minutes to wait for a handcrafted cup of drip, no two ways about it. But we here at have a question we gotta ask: Who’s still making French Press for batch brewed coffee?

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There was a time when French Press conveyed “not automated” and “specialty” to the consumer, but these days, says French Press is getting a little tired. It’s sludgy, muddy, and usually underextracted. Is this how we want to drink coffee? Is this how it should be presented to the consumer? Has the tide turned?

We think it’s time. We think it’s time for even the snootiest coffee customer to look at that Fetco Extractor on your back counter with nary a whisp of condescension. Extractor is smart, sassy and has always been around, through the good times and the bad. Let’s face it, the overall quality of coffee has gotten so much better since the French Press was Queen Diva, no shade: coffee tastes fabulous in a well-tuned, choreographed batch brewing system like the Extractor. Snap, snap, presto: you deliver your customer exquisite auto-drip and they’ll forget all about your washed-up French Press sludge.

We all know that single batch is the ne plus ultra, be it Clever or Hario or Aeropress or Able, not to mention a well-made siphon or that Woodneck we had at Penny University like a year and a half ago. Top quality coffee, brewed to order, is not merely some trend or extension of the here and now; single cup brewing is here to stay, and you can taste it in the cup.  But we’re talking about batch brewing systems here – and we think French Press en masse is totally passé.


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