CI recklessly kowtows in the general direction of britain
August 3, 2007 – 12:35 amit strikes this blog that newly crowned world barista champion james hoffmann represents a sort of preeminent aesthetic value that doesn’t just lead in its category (known formally as “dang good coffee”), but that transcends industry and cultural divisions to engage a diverse melange of the masses. you’d be hard pressed to find a world champion as humble, eccentric and universally appreciated, as humoring of hack junkie blogs or more capable of showing you up, as tall and as well-rounded and as … nerdy. there. we said it, and it sort of proves our point. because inside even the most image-conscious of trendsetters is an inner nerd that stifles, that gags for air. hoffmann liberates him, draws out the most elemental natures of those who experience his craft and then blows open their worldviews with pure, imaginative good taste.
this blog doesn’t know of any previous champion — indeed, any previous world competitor — that could meet such a description. hoffmann’s win is good for coffee in real life, as a cultural distinction that caters to no one and engrosses everyone. herm, lessee. the last brit to tag all those bases was definitively called a “genius,” wasn’t he? what was his name? seems like it started with “shakes” and ended with “ear.”
p.s. he’s also bizarrely linked to this blog’s outpost in the hinterlands. but that has nothing to do with anything.
UPDATE: as tonx notes, more or less, he’s also a category to himself — neither a company-backed racehorse nor a working shift barista.
UPDATE: james’ stature, which has already eclipsed any previous world champion, is also a uniquely web-driven phenomenon. how fitting, then, that in the year a.d. 2007, the WBC finally got all internetty! yay! it’s like a global connection thingy, with pictures! hoffmann pictures!
UPDATE: wheeze! gasp! stop us now! teh hyperbole! teh hyperbole!
9 Responses to “CI recklessly kowtows in the general direction of britain”
Shamed as I am to admit it – I do love teh hyperbole….
Ben – I don’t think I’ve ever read anything written about me and wished so hard it were all true! You say some incredibly kind things in there, and as I sit here at home this morning with a cup of coffee, trying to feel in the right timezone and looking through the writings on the web about the whole WBC yours stopped me dead in my tracks.
I don’t really know how to respond, or whether or not I should respond at all – as if by commenting I am arrogantly saying that what you’ve written is true and I completely agree!
What this does make me very aware of is the scrutiny that the web will (quite rightly) put me under during the next year. I hope to achieve some sort of positive impact on coffee, which is where the real validation for the judges decision will come from.
Again thank you for your kind words, I am humbled.
By James Hoffman on Aug 4, 2007
wait. james. did you just misspell your OWN NAME?!
i take it all back!
By bz on Aug 4, 2007
Damn it! Damn it all to hell!
You’re right – I suck.
By James Hoffmann on Aug 4, 2007
you hit on it, though. the web will make your tenure what it is.
evidence: you’ve left several comments here this week, despite all that’s going on. ridiculous. the number of blogs in my rss reader that have mentioned your win far exceeds the acclaim for any previous winner. by far. and this coverage itself is probably the result of your own blog, and the legions of readers it has gathered. a simple presence on the internet means so much to this movement it’s … astounding. and you’re unemployed.
cheers on your reign.
By bz on Aug 4, 2007
I think my future employment has been made rather obvious by the presence of a company name next to all my results.
I am hoping to balance any opportunities from the WBC with trying to start our own cafe and roastery – tentatively titled Square Mile Coffee Roasters (though it does rather narrow down our location!)
We are very excited and hope to do something quite special. I did promise I’d tell you – before I even put it on my own blog!
By James Hoffmann on Aug 4, 2007
Very cool!
Looking forward to watching the develpment of the new venture (as a new target of ‘world domination watch’)!
By mikep on Aug 4, 2007
and here i thought ’square mile’ was some reference to annette’s place, or some other abritrary title since you didn’t have a job. ha.
when’s the date?
By bz on Aug 4, 2007
No idea – probably quite a few months away at the moment. We were just trying to get Tokyo out of the way really (as we weren’t expecting this level of success).
By James Hoffmann on Aug 4, 2007
Ben: Sorry to use your blog as a means to communicate with World Dominators I would otherwise be cut off from. But, nevertheless . . . where sin increases, grace abounds!
James: I would like to commend you for your arduous labor and utter dedication to something other than yourself. You noted that Ben’s comments were humbling, but I would contend it is because they fell on already humble ears. I am excited to see your fame accompanied by characteristics that are truly commendable. I would have to say, some of the humblest people I have ever met have been in the coffee industry, I am glad to see you as the barista par excellence for this next year. 363 days left . . . don’t screw it up ; )
By Nate the finger on Aug 4, 2007