Why don't you like instant coffee?

And I'll still have an instant coffee (Nescafe Red Label is the go-to brand here) if I'm in the middle of something and don't have the time to make a decent cuppa. read more

I don’t think it tastes like fresh brewed coffee, at all. I think it tastes like some kind of manufactured brown liquid product, vaguely coffee-flavored. What I find personally astonishing is that, as I understand it, the majority of European coffee drinkers actually drink instant coffee at home. I’m stunned. read more

Of course, I don’t want to give you a one-sided story. read more

Instant coffee might be even more convenient to make than that. Which is likely why big American coffeemakers have been so tempted by the country's untapped instant coffee market—and so disappointed by their inability to boost demand. Americans might like their coffee fast, but that doesn't mean they want it instant. read more