This is Coffee! (1961)

[Music] is [Music] [Music] the [Music] is this coffee well no this is coffee Our Story begins here with coffee its flavor caught in the closed Fist of the bean freed then by the grinding Mills in an endless Cascade brewed into a beverage that is consumed in the hundreds of millions of cupfuls each day in this beverage that has become so much a part of our lives there is a background a tradition that reaches deeply into the culture of Many Lands It's Beginning under warm Tropical Sun the care and attention to which it is treated during its Journey from tree to cup [Music] the many processes it must undergo are all devoted to creating good coffee with its secrets of Aroma and body and taste to which the talents of millions of men are devoted during their lifetime to which tradition rich in the lore of centuries and Far Away places sets its fine hand to bring these three elements into precise flavor the tastes of fine coffee extend over a wide range but for each pet there is a flavor that is just right around the world they drink this beverage in its many exotic forms a dream of Paris expressed in Cafe olle a continental favorite half coffee and half hot milk [Music] the canals of Venice and the romance of capuccino like Cafe olle but topped with whipped cream and a Sprinkle of grated orange [Music] peel the music of old Vienna in a cup vienes coffee often spiced but always with a drift of whipped cream the mystery of Istanbul and the Eastern lands in Turkish coffee foam hiding the rich sweet Brew the Vigor of Latin American cofes dark and zesty served black in tiny cups with plenty of sugar but always it is coffee how then do we make the perfect cup of coffee to our taste success lies in a single word care three simple ingredients go into the Brewing process water coffee time care will produce a perfect result every time the beginning is the coffee pot and there are as many varieties and types as taste will dictate yet each is intended to do the same thing in a different way to produce perfection in a coffee [Music] cup to make a good cup of coffee your coffee maker must be clean free from all remembrances of that last pot of coffee ready to begin its work a new Fresh and really clean water into 100,000 pots an hour water flows in the coffee making process water too much or too little boiled first or later or not at all for how long and yet there is only one correct way water the first element carefully measured clean and cold 3/4 of a measuring cup for each cup of coffee then brought to a full [Music] boil coffee fresh and again questions what grind percolator drip or fine how much coffee the second [Music] element your favorite blend the proper grind for your coffee maker one level CBI measure per [Music] cup this found in many homes is the same as this a coffee brewing Institute approved measure so whether you use one or the other the measurement will be the same and it will be [Music] accurate the boiling water now passes over the coffee and the Brewing process begins the flame is lowered and well watch the third element is time and it too must be measured accurately the minutes counted the flavor will emerge as the process continues the taste of coffee heightens and increases until all that is good has been extracted in this method of Brewing percolator 6 to 8 minutes over gentle heat and then the liquid is [Music] coffee from these grounds there remains nothing more to gain but bitterness no amount of cooking can extract another ounce of good taste not another iota of good flavor in the drip method the coffee is measured and placed in the pot the water carefully pre-measured and brought to a full boil is poured still boiling over the coffee [Music] [Applause] the time it should take only 4 to 6 minutes in the vacuum method the coffee is carefully measured into the top Bowl the water is brought to a full boil before the Brewing process is allowed to begin the time not more than 3 minutes after the water and coffee are in contact Stir It gently during the Brewing process and lower the heat that's all the is like all good Secrets its Simplicity is its [Music] magic the incomparable goodness of coffee has now been captured in a cup it has substance a body to go with its Aroma and its taste when prepared this way it will be perfect every time three Magic ingredients water fresh and carefully measured coffee the proper grind and carefully measured time carefully measured a simple recipe for perfect coffee perfect coffee sending its glow into our lives around the clock it helps us start the day with warmth and vigor it is a pleasant spur to the morning's work it provides the essential part of our pause at noon indispensable during that unhurried hour in the world that often forgets to stop in the romance of evening when young dreams glow softly coffee is always a perfect companion and after dinner it is at home in any setting when good taste is important in the end it remains a simple thing easy to attain wellmade and well enjoyed a good cup of good coffee [Music]