Wearing a white shirt while slurping coffee out of a spoon nearly 70 times is honestly a *very* impressive flex.

In the current absence of professional sport, this will absolutely suffice.

I’m impressed at how many different ways he manages to diplomatically avoid using the word ‘disgusting’

James constantly proves how much of a coffee genius he is, but calling out the Ethiopian out of a potential 38 is pretty crazy

In Sweden, we don't call it coffee. If a dinner guest asks for coffee and you only have instant, you say, - I'm sorry we don't have coffee, only instant.

Growing up in Afghanistan, we could only find the nescafe brand. Growing up I would only drink coffee during school exams time as coffee would help stay up late for studying. Always thought that the instant coffee was the coffee. I never liked the taste, but I had to take. After the 2001 when the American came to Afghanistan, I started working for an American company. I remember my boss, who was an American, had set up a little table for brewing espresso for himself in his office. There were no fresh beans in Kabul, he had a big can of the typical superstore pre ground coffee. One day he offered me a cup, for the first time I enjoyed coffee. Now when I taste freshly roasted beans that are freshly ground, I can’t belief the difference. I haven’t had instant coffee for the last 17 years.

Worth mentioning, instant coffee can be a great cooking/baking ingredient in situations where you want the flavor without additional water. I use a ton of instant coffee and espresso powder, but never just as a drink.

What I learned: James likes Colombian coffee, Illy has chocolaty coffee, every nescafe regardless of price is trash.

James has some seriously impressive taste buds for coffee. Imagine being able to tell that an instant coffee comes from ethiopia from a list of 32 coffees.

I don't think many people are drinking instant over bean coffee for the flavour. It's the convenience and speed. Boil a kettle, teaspoon of granules, dash of milk (maybe sugar) glug down half the cup and out the door.

You have to do Part 2: Freeze drying your own perfectly brewed coffee to see if it could ever be good

James choosing dating partners: "Well this one is harsh and bitter. But this one is weird and interesting. Clear winner."

James surrounded by approximately 87 containers of instant coffee: "I'm a little bit nervous." me: is it because you've clearly lost your mind?

The fact that he said that the two Colombian coffees were similar in profile, noticed that the Illy coffees were chocolatey, and pinpointed the Ethiopian coffee exactly is just insane to me.

I oftentimes find myself coming back to this video for one distinct moment, and that's at 8:10 - when he manages to guess correctly that the coffee is Ethiopian. The cafe that I work at was the first specialty coffee shop I had ever been to, and we specialize in Ethiopian coffee. As a result, I have a pretty deep respect and love for the coffees which come out of the country, particularly how wonderfully complex and interesting they are (so very floral). The fact that James is able to guess - out of all the coffees he is tasting (with very similar taste profiles) - the exact country of origin of this one coffee speaks volumes to me about the amount of knowledge he has on the subject. I also think that it speaks volumes about the coffee coming out of Ethiopia, which I happen to think is some of the best in the world. Something about that moment just resonates with me in a deep way. Thank you James for what you've done for the coffee industry and for sharing your expansive knowledge with us.

I love how he described one coffee as "lawful neutral" which leads me to wonder, could James taste a coffee and make a dnd character out of how it makes him feel

I can't believe I just listened to 14 minutes of slurping sounds

TL;DR - “Harsh and Bitter” versus “This Ones A Little Weird Tasting”

When I was in Japan I was impressed by the quality of some of the instant coffees there. There was a brand called Maxim, which I remember my grandmother loving, and I really got into because I had a tiny apartment and no coffee brewing setup, and I would enjoy a cup with my friend every day and it was delightful 😊 ~Trav

Best instant I've had (both decaf and regular) was Mount Hagen Fairtrade. Hard to find a decent decaf coffee at all here, so I was really happy when I found that one, since I couldn't drink regular coffee with the medication I was on back then.

I took my elderly father somewhere and on the way back, we stopped for a snack at one of the chains. I got us two lattes, both a fairly unremarkable medium roast Columbian bean. He took one sip and said that it didn't taste anything like coffee and asked for a cup of tea instead. It turned out that he had been drinking Nescafe for 45 years and had no idea what actual coffee tasted like.

James, my Mother is physically disabled due to years of Rheumatoid Arthritis. The other day she asked me what coffee options there were for people with a handicap and I honestly couldn’t make a good suggestion. This video is very welcomed to just make the best of the situation. Thank you!

I used to be a coffee hobbyist, but I made a move to a country that also required a big cut in my income (and it’s been totally worth it). My first year I was in a rural area, not too far from a big town. More expensive finer coffee was available if I wanted it and wanted to splurge (and it was just OK coffee, neither great nor bad). I started drinking a cheap generic instant. I got used to it. Basically, I’m a caffeine addict. Instant coffee provides me with the most bang for the buck. A large jar of instant costs a little under $2.50 and lasts me 10 days. The convenience is nice. The brand I favor dissolves well in room temperature water. When I shamble into the kitchen on some mornings, I’m not quite awake and often clumsy. Gulping a cup of room temp instant gets me started. Fine coffee is a luxury. I think I appreciate it more than when I drank it often. I certainly savor it more. There’s a place nearby that does a light roast of (supposedly) organic Colombian arabica beans that I really love. But my daily “brew” is cheap instant.

I love instant coffee. It's my favorite coffee. It's quick, easy, and it doesn't go stale in 3 seconds like beans. I rarely have the energy to baby most brewing methods as needed to make something that tastes decent. I put powder in cup, I pour water, I add milk, done.

“Weird coffee person” I’m so happy that he is wearing a disclaimer.

i feel youve basically created a series which is "watch me taste things i hate"

There seems to be a large market for instant coffee in the Asian market, particularly for 3-in-1 (coffee/milk/sugar) packets or pseudo-cappuccinos. I honestly use those when I'd like hot caffeine quickly or another type isn't available to me. I'd love to hear what you think of those.

James, how about doing this test with premium instant coffees? :) Brands like Mount Hagen, Strong Coffee Company, Waka Coffee & Tea, Verve coffee roasters, Steeped Coffee (and their Single Serve Packs), The Canyon etc?

*Lavazza Classico* James: This is very classic Me: Good. Very good.

The fact that you managed to pick out the Ethiopian is pretty astonishing to me. Also, watching you hate-taste stuff is very enjoyable.

I would love to see a version of this with Japanese instant coffee brands like UCC or Key Coffee.

Love that James express his DnD knowledge. Now i want a video on a coffee for every alligment !

alt title: British man w nice hair tortures himself for 14 minutes

“Chocolatey...with a bit of ashtray at the end.” Hoffman 2020

Lots of people are drinking these with milk, which changes the taste quite a lot. For example, a fully bodied, earthy instant coffee balances well with milk

The trick to making better tasting instant coffee, is to put a little cold water in your cup first, add the instant to the cold water, then add the hot water to fill the cup to drinking temperature. If you add the instant coffee to already near boiling water, it will take the freeze dried crystals that were made from properly prepared actual coffee, and push it past being perfectly done into the taste of coffee that's been left on the burner too long.

4:20 "Lawful Neutral" This implies the existence of a full alignment chart for Coffee, and I for one would love to watch that video.

My favorite moments: 1. "One of these is an Ethiopian coffee and I think it's this one" (points to the Ethiopian coffee) 2. "This is an extremely classic instant coffee profile" (points to the Nescafe Classic) (EDIT: he said this a few times but I’m referring to the one at 9:10) It would have been interesting if there were two cups of fresh coffee in the mix as well: one properly-made one, and one with low-quality supermarket pre-ground beans.

My mind is blown after finding this channel. I am so excited to go on this coffee journey with you.

My grandfather recently passed away at age 98, and at his funeral, someone said he taught them how to drink instant coffee by saying… “Don’t think of it as coffee, it’s a different drink of its own.”

I think this video wins the “Most Slurps in a Single Video” award

Petition to make him read an ebook we can listen to before bed because of his soothing voice.

I would love to see you do this again, but bloom the coffee in cool water first. It's an important step in making a decent cup of instant coffee. Instant coffee is really delicate and can be ruined by just pouring hot water on it. A lot of more bitter coffees can be toned down with a pinch of salt, toning down the bitter notes and bringing out the other flavors. I guess that goes against the nature of tye tasting though.

Well, instant coffee serves an important purpose for me. Since the coffee machine at work spits out this undrinkable liquid claiming to be coffee, me and two colleagues decided to buy instant coffee and share that bag among us (each of us buy a bag every third time). It has been life saving, and we only went for whatever we could find in the local store (Nescafé gold). It is heaven compared to the machine brewed coffee and what's even more fun is that I now see many, many others at the office that has started to bring their own instant coffee too. I find that so amusing. The Selecta coffee machine is now standing in its corner, ashamed. All it does now is spitting out hot water for us to put instant coffee in.

"A little bit of ashtray at the end." is about the most apt description I've ever heard to describe at least half of all instants I've ever been unfortunate enough to try.

My mum always mixes about three types of instant coffee together in an airtight coffee jar. It's bloody awful, but never a dull moment.

I love the metaphor of instant coffee being a snapshot of coffee, not the whole picture. So true, so eloquently delivered.

As someone who started with instant coffee I haven't found a brewed coffee that I like more than my instant coffee.

Wow that high speed intro slideshow was cool, you weren't bullshitting about skillshare !

"This video has a coffee giveaway" *Proceeds to give away all 38 instant coffees*

I have to admit, I was surprised you didn’t give Nescafé Gold a nod. When we lived in Europe (and didn’t have a coffee grinder etc), Nescafé Gold was my absolute choice. In Budapest I loved going to the Gellért Hotel’s cukrászda and get the cappuccino with CREAM. Ahhhhh!! Now, I am a coffee snob. Grind my beans fresh and use an aeropress or French press.

I didn't know Lavazzo made instant coffee, though I guess I shouldn't be surprised. I sometimes buy their ground espresso blend which comes in vacuum-sealed bricks. I find it pleasant tasting. Interesting that both their instant products got a quick dismissal!

Back in the Middle East my grandmother makes coffee from scratch(roasting-grinding) and spices it. She then divides it up for her children, so that when you visit any one of her children you get our family's signature coffee. Our neighbor's coffee would be spiced differently as well, and so that family would have their own signature coffee too. The older generation literally do not know what instant coffee is.

I love how James talks about the Ethics of coffee making. It is such a huge issue, and I'm glad James brings it up

I've been drinking Nescafe Gold Blend Alta Rica for the past week, and I have to say, it surprised me. I generally avoid instant, but this was the only coffee available, and it tasted better than most wholebean instants I've tried. Commenting before I see what you make of it.

Thank you James. That had to be a small torture! I'm a fan of freshly roasted beans, ground coarsely every morning(Breville conical) and followed your recommendation for brewing in my "French press'. In the afternoon, however, I'll make a 'Cometeer' medium roast and am always delighted with their convenience, taste and sustainability. Thanks again for your videos and work. JAL

There are some interesting patterns emerging here: the chocolate notes of Illy, the broadly consistent superiority of Illy, Percol and Little's instant and so on. It would be good to see a follow-up, non-blind video explaining those results.

The fact that you referred to a coffee as Lawful Neutral instantly makes me a fan.

This is a great video! Let me give you my point of view as an instant coffee stan. I'm Uruguayan and instant coffee is the most common way we make coffee at home. Ever since I was a kid what my mom gave me for breakfast was a hot cup of milk with instant instant coffee disolved there, and two spoons of honey. It's a bad breakfast from any point of view, I know, but it's what I grew up with, is what every morning of my childhood tasted like, and even though I have a Moka now and make real coffee when I feel like it, the affective memory that I associate with the taste of instant coffee make it what I prefer every morning to this day.

I feel like your descriptions are on point for what ive tasted in instants, vanilla, tangerine etc

James Hoffman is giving us the coffee tournament arc that we deserve.

Can we talk about how satisfying that intro scene was?

Long time Nescafe Gold drinker here. Couldn’t obtain the winner in this shootout but got the Percol Colombian to try. It has a smokier smell and now I understand what James meant when he said harsh flavour. I’m so used to it that the Percol tastes soft in comparison!

I prefer instant coffee to the proper stuff. I find it easier and more pleasant to drink.

*Timestamps (because I want them for future reference)* _All timestamps start with the Hoff slurping. Enjoy. Also, actually watch the video first._ _Edit: I realized only after completing this endeavor that there was actually timestamps in the description. Still, this is a more detailed breakdown and hopefully helps someone other than me as well_ Explanation of Methods 2:33 Criteria 3:14 *=== Three Way Ties (A vs B vs C) ===* Ocado Gold vs Kenco Millicano vs Percol Americano (Winner: Percol Americano) 3:48 Waitrose Ft Italian vs Nescafe Alta Rica vs Percol Barista Gold (Winner: Percol Barista Gold) 3:57 Nescafe Organic vs Nescafe Colombia vs Waitrose Colombia (Winner: Nescafe Colombia) 4:16 Nescafe Original vs Percol Organic Rich vs Lavazza Classico (Winner: Nescafe Original; But All Were Bad) 4:39 Nescafe Gold Smooth vs Percol Italiano vs Azera Americano (Winner: Percol Italiano; Best of the Worst) 5:05 Azera Intenso vs Percol Espresso Noir vs Percol Colombia (Winner: Percol Colombia) 5:24 *=== Head to Head (A vs B) ===* Douwe Egberts Indulgence vs Waitrose Essential (Winner: Waitrose Essential; Better than Bad) 5:47 Cafe Direct Smooth vs Little's Ethopian (Winner: Little's Ethopian) 6:00 Cafepod Intense vs Little's Colombian (Winner: Little's Colombian) 6:08 Kenco Smooth vs Clipper Organic Medium (Winner: Clipper Organic Medium; Wins for being Interesting) 6:18 Carte Noire Intense vs Kenco Rich (Winner: Carte Noire Intense) 6:29 Douwe Egberts Gold vs Illy Smooth (Winner: Illy Smooth) 6:38 L'or Classique vs Cafe Direct Macchu Picchu (Winner: Cafe Direct Macchu Picchu; Had to Pick Something) 6:49 Lavazza Intenso vs Cafepod Supercharger (Winner: Cafepod Supercharger; But Still No) 7:00 Clipper Papua New Guinea vs Illy Intense Taste (Winner: Illy Intense Taste) 7:17 Carte Noire Classique vs Lavazza Espresso (Winner: Carte Noire Classique; Less Musty, Still Bad) 7:29 *=== Head to Head Quarterfinals ===* Waitrose Essential vs Percol Americano (Winner: Percol Americano) 8:05 Little's Ethiopian vs Little's Colombian (Winner: Little's Colombian) 8:09 Percol Barista Gold vs Clipper Organic Medium (Winner: Percol Barista Gold) 8:42 Nescafe Colombia vs Carte Noire Intense (Winner: Carte Noire Intense) 8:53 Nescafe Original vs Illy Smooth (Winner: Illy Smooth) 9:03 Cafe Direct Macchu Picchu vs Cafepod Supercharger (Winner: Cafe Direct Macchu Picchu; Just a Touch More Interesting) 9:11 Percol Italiano vs Illy Intense Taste (Winner: Illy Intense Taste) 9:16 Percol Colombia vs Carte Noire Classique (Winner: Percol Colombia; Easy Win) 9:27 _Sponsor: Surfshark VPN (Offer Code in the Description)_ 10:00 *=== Head to Head Semifinals ===* Little's Colombian vs Percol Americano (Winner: Little's Colombian; Easy Win) 11:12 Percol Barista Gold vs Carte Noire Intense (Winner: Percol Barista Gold; Weird Taste) 11:21 Illy Smooth vs Cafe Direct Macchu Picchu (Winner: Illy Smooth) 11:32 Illy Intense vs Percol Colombia (Winner: Percol Colombia) 11:43 *=== Head to Head Finals ===* Little's Colombian vs Percol Barista Gold (Winner: Little's Colombian) 11:57 Illy Smooth vs Percol Colombia (Winner: Percol Colombia; Very Close. Very.) 12:04 Little's Colombian vs Percol Colombia (Winner: Little's Colombian; Slightly More Complex) 12:23 *Grand Champion Winning Analysis* 12:44

It's incredible how consistent his tasting results are.

My mom likes an instant coffee from 'Jacobs' named: 'Maxwell House- classic'. And she makes it by boiling whole milk in a pot, and when the milk has risen up in the pot, she pours it over the instant coffee. It tastes pretty good prepared like this I have to say. Maybe nothing for a coffee purist, but from time to time it's a welcomed alternative for me.

Nescafe French Vanilla instant coffee is a guilty pleasure of mine. Sometimes you just need a hit of artificial vanilla in your life.

Can we just take a minute to talk about how amazing this man is, that he uses his youtube fame and sponsorship to give away coffee to folks? Way to show your true passion.

9:28 James: "This one I just don't like, it's very classic." Carte Noire: "Ahem, I think you mean CLASSIQUE."

13:16 really nice pronunciation for "Antioquía", my Colombian fellows must be really happy.

I can't say I know much about instant coffee, but I remember the one my dad used to drink tasting pretty intensely like burnt popcorn. Not pleasant at all. Also, can we just appreciate the musical little "ding" on the bowl at 5:47?? So cute

I love that ‘lawful neutral’ is now in the coffee sensory lexicon

I'm not sure If this guy is late 20s or 65

"The chocolatey one, with a little bit of ash tray at the end." That line caused full on laughter in our house. For us, coffe is usually pour over. We do use Illy, the brand which caused James' comment, but only as Bold/Intenso and medium or espresso grind, not instant. Usually we buy from a local roaster (shout out to Black Dog in Kearneysville, WV). They have an espresso blend that we get freshly ground fine for pour over. I have a personal liking for an instant, too, that I wish had been included in the sip off: Cafe Bustello Espresso. My husband and I grew up in instant coffe households (Nefscafe in one, Folger's in the other), so we didn't begin to drink coffee until separate trips to New Orleans in our 30s. (I started to drink coffee during a brief trip to France as a teenager, but stopped quickly upon return to the home environment,)

I've only recently found this channel and I'm glad to know I'm not alone in my Love for Coffee.

“With a little bit of ash tray at the end.” 😂😂😂

"It's the chocolatey one again with a little bit of ash tray in the end" HAHAHA!

I really enjoy the way you do the blind taste test. Keep up the good work.

As someone who used to hate tea till my parents got into loose leaf, I am now intrigued by fresh coffee. Only ever had access to the instant stuff or the k-cups. I have only found one k-cup that I have found acceptable enough to drink without creamer. I love tea without sugar after seeing the light of loose leaf. Now I want to attempt the same with coffee.

This guy is exactly what a youtube coffee reviewer would look and sound like.

You know his palate is on point when he blindly calls Nescafé original the "classic instant coffee profile."

Nestcafe was the instant coffee I grew up knowing, but fresh is what I prefer as an adult. You can’t beat the convenience of instant coffee sometimes. Great video. Cheers✌️👌

I really love these tournament style videos theyre fun and surpising in a lot of ways

That percol columbian has always been my go to instant coffee. I was on the absolute edge of my seat as I watched it sail into the second and third rounds. Punching the air and feeling vindicated as hell. Nearly died when it got to the final. No idea why I'm so invested but I do love that coffee.

Ah, I can imagine the employee nodding as they watch yet another person fall to the madness of lockdown as they pick and fill the order

I drink a chicory alternative, called Pero. Because I’m caffeine sensitive. So… No ethical issue. But it’s instant (no brew just mix) and depending on your water to powder ratio. It makes an amazing cup of espresso.

I used to really dislike instant coffee. A few years ago I bought some Medaglia D'Oro Espresso Instant. WOW! What a difference. It's more expensive and only comes in a small container but its MILES ahead in flavor.

Seeing my regular instant coffee that I drink every morning and feeling personally attacked when he hated it 😂😭

I'd kill to see an American grocery version of this. Gimme those hot takes on Maxwell House, Dunkin, and Gevalia.

Thank-you for this review. For years I drank Taylor's Cafe Imperial which I loved but Taylor's stopped producing it and I'd almost given up on finding a replacement. Little's Columbian, however, comes close but Cafe Imperial through a Cona was in a league of it's own for me. They still sell the beans for Cafe Imperial but it just doesn't tase the same. So my thanks for putting me on to Little's Columbian.

Pleased to see Percol doing well; if I'm completely out of time I'll occasionally make a very strong one with a good dollop of set honey and plenty of (oat) milk. If you don't think of it as coffee (😆), then it can be a really enjoyable sweet alternative with at least a little caffeine.

This is definitely the first time I watched someone slurp coffee for 10 minutes

Why was this tournament not called the Coffee Cup?

He speaks so nicely, wow. I just wanted to see which one is the best. I went on an entire coffee journey!

I live in lampung, Indonesia, we plant and process our coffee using our tradition, and we love our robusta coffee,, the Instant coffee is expensive for us😁 pick our own coffee is cheaper

I cant stop laughing! “With a little bit of ash tray in the end”

Would love to see a comparison of store bought coffee beans.

This is great! First time ive seen one of your videos. I used to work for Gevalia and I appreciate the love of a good cup of coffee

Instant coffee is a good starting place for the beginner. I started on instant, with a dash of milk and sugar - I thought fresh coffee was too bitter - but I gradually worked my way towards fresh and now even speciality coffees and am enjoying them. I still have a pot of instant (one of the ones eliminated in the first round!) because every now and again I am busy and just need to quickly get a pick-me-up. I also use it at my workplace. Instant has its place in the world.