For centuries, wine has held the crown as the world's most sophisticated drink. Coffee now makes a surprisingly strong case to share that throne.
Chemically, coffee is staggeringly complex. Scientists have identified over 1,000 volatile aroma compounds in roasted beans — a figure that rivals wine, which also carries more than a thousand. The real difference is origin: many of coffee's flavors don't exist in the raw bean at all. They're born in the roaster, where intense heat triggers the Maillard reaction and caramelization, turning amino acids and sugars into hundreds of entirely new aromas.
"A good coffee, like a good wine, carries the memory of the place it came from."
Culture is shifting too. As Millennials and Gen Z drink less alcohol, the "sober curious" movement is reshaping how we socialize. Specialty coffee delivers the same ritual of tasting notes, terroir, and expert appreciation as wine — minus the hangover. It's a daytime drink for focus, not a nighttime escape.
It's also more democratic. A trophy bottle of Burgundy can cost a fortune; a world-class, competition-grade coffee stays an affordable luxury. And the roastery has quietly replaced the wine bar as the modern "third place."
Coffee may not have dethroned wine yet — but it's brewing a serious challenge. That's why we build still: we want to compete at the highest level ever.
in roasted coffee
per SCA Flavor Wheel
to explore
How We Work