Cupping in the retail environment

Here’s a quick look at one of the monthly cuppings that Ocean City, N.J., retailer Who’s On First? holds for customers. Barista Eric Mason provides some useful notes on why the aroma of coffee changes when water is added and how slurping brings out taste components. As more shops look to highlight their product and bring customers deeper into the technical side of tasting, they’d be wise to follow the lead of Who’s on First?—that is, keep things social, fun and well-publicized.

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