Educational Information from
We know the success of your business ultimately depends on the products you carry, and how you sell them. We are here to help you every step along the way. Basic barista training to latte art classes will be posted soon! Until then, please call and we can arrange a private lesson at our shop or yours.
Espresso is simply a straight “shot” of coffee extracted properly from a clean espresso machine. Espresso is not a type of bean or a specific roast; it refers to the method of coffee extraction. A shot should take 20-30 seconds to extract, and should be darker on the bottom with a silky layer of golden crema on the top. Many espresso blends have both light and dark beans in them and are formulated to get heavy crema, sweetness, or stoutness to be tasted through milk and flavorings. It is common in Europe to drink straight espresso with sugar and a bit of cream. In the US, espresso is mainly used in lattes and other milk based drinks.
The Basics of Good Espresso
Properly roasted and blended FRESH high quality coffee
Properly ground espresso beans (not too fine or coarse, not pre-ground)
Properly tamped ground espresso (30lbs of pressure – will produce a cookie)
Properly extracted espresso (20-30 seconds with a heavy crema layer)
Property timed shot (timed to finish when the milk is done frothing)
Imack Coffee is trying to change bad coffee from becoming the norm. There are two main grades of coffee – commodity coffee and specialty coffee. Commodity coffee is low grown robusta coffee that is cheaper and used by the big corporate coffee companies on the market such as Folgers. These coffees are roasted in huge batches, and shipped all over the world to sit and stale on grocery shelves. Specialty coffees by contrast, are high grown arabicas, are hand picked and most often organically grown. These are the coffees used at Imack. The coffee you buy from us is fresh roasted weekly to bring out the best in each bean.
Espresso – a straight “shot” of coffee extracted properly from a clean espresso machine. A shot should take 20-30 seconds to extract, and should be darker on the bottom and have a nice silky layer of golden crema on the top.
The real beauty of pour over brewing is that it is a manual process. You control not just the beans, grind, and ratio, but you even get a say in where the water goes and when.
Some things to avoid:
Pouring the water in one spot (this over-extract a little of your grounds and under-extract the rest)
Pouring too quickly (this will force water through the grounds and not allow for full extraction, and it could result in a mess)
Not watching the timer or scale (remember how much water you need to add for your amount of coffee, and try to finish pouring that much around the three minute mark)
Regardless of which pour over setup you have (and there are plenty of options), the general process is the same for most brewers. Pour hot water over ground coffee beans. Sure, it's a little more complicated than that, but not by much. While you should follow the manufacturer's recommended process for your brewer, here is the basic method.