This is Coffee (1961)
In the 1961 documentary This Is Coffee!, viewers are treated to a delightful exploration of America’s favorite non-zombifying stimulant: coffee. Produced by Vision Associates for the Coffee Brewing Institute, this vintage film captures the essence of coffee culture during the Mad Men era.
Here are the highlights from “This Is Coffee!”:
- The Art and Culture of Coffee: The documentary takes us on a journey from coffee’s humble beginnings—harvesting and production—to its rich tapestry of traditions. We witness the Viennese, Parisian, Venetian, and Turkish methods of preparation, each contributing to coffee’s allure. Whether it’s the elegance of a Viennese coffeehouse or the robustness of a Turkish brew, coffee transcends mere beverage status.
- Fine Flavor: The film emphasizes the three elements that converge into coffee’s “fine flavor.” It’s not just about caffeine jolts; it’s about the intricate dance of aroma, taste, and texture. From the earthy notes of freshly ground beans to the velvety mouthfeel of a well-brewed cup, coffee becomes an art form.
- Community and Connection: Coffee isn’t merely a drink; it’s a social glue. Cafés serve as meeting grounds for artists, intellectuals, and everyday folks. The clinking of cups, the swirl of steam, and the hum of conversation create a shared experience. Whether discussing politics, literature, or life’s mysteries, coffeehouses foster connections.
- The Ritual: Coffee rituals punctuate our days. The morning cup that kickstarts productivity, the midday pick-me-up, and the after-dinner espresso—all woven into our routines. The film captures these moments, reminding us that coffee isn’t just about caffeine; it’s about comfort and familiarity.
- The Aesthetics: Coffee isn’t just about taste; it’s a visual feast. The swirling patterns of latte art, the glossy crema atop an espresso, and the delicate porcelain cups—all contribute to the sensory delight. This Is Coffee! celebrates the aesthetics of coffee, elevating it beyond a mere beverage.
In a world where coffee has become a global phenomenon, this vintage documentary invites us to pause, savor, and appreciate the magic in each cup. So next time you take that first sip, remember the artistry, culture, and camaraderie that swirl within your mug.
