30 - The Fourth Wave of Coffee with Ryan Castelaz

30 - The Fourth Wave of Coffee with Ryan Castelaz

In this special 30th episode, we sit down with Ryan Castelaz, founder of Discourse Coffee and author of "The New Art of Coffee." Ryan shares his unconventional journey from aspiring opera singer to coffee entrepreneur, and reveals how he transformed a tiny shop in a town of 600 people into a thriving hospitality group.


Ryan Castelaz is the Founder of Discourse Coffee & The Afterglow Group
Author of "The New Art of Coffee"
Creator of Agency (Milwaukee's James Beard-nominated hybrid cocktail lounge)

Instagram: @ryan.castelaz
Website: discourse.coffee


"The New Art of Coffee" - Available at Amazon, Barnes & Noble, William Sonoma, Onyx Coffee Labs


0:00 - Intro

0:52 - Building Discourse

2:50 - From Flavor Science to Coffee Innovation

3:37 - Head in the Clouds, Feet on the Ground

6:43 - Building Pathways of Trust with Customers

8:29 - Why People Will Still Come to Cafes

11:41 - From Opera Singer to Espresso

15:32 - Three Essential Rules for Opening a Cafe

17:50 - The Crawl, Walk, Run Model

23:19 - Inside "The New Art of Coffee"

27:32 - The Fourth Wave

32:25 - "Your Audience Isn't Ready"

34:39 - The Co-Fermented Coffee Debate

40:50 - Matrix Reference

46:18 - How to Start Creating Drinks

50:26 - Ideas Choose You

53:15 - Where to Find Ryan

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Jaksot(41)

Pre-Wetting Your Filter: Myth or Must? | Ep. 39

Pre-Wetting Your Filter: Myth or Must? | Ep. 39

We tackle one of coffee's most argued-about habits: rinsing your paper filter before you brew. Through a series of taste tests, we try to figure out whether it actually changes anything in the cup, or...

14 Heinä 1h 4min

From Farm to Cup: What Your Coffee Actually Costs | Gabe Boscana | Ep. 38

From Farm to Cup: What Your Coffee Actually Costs | Gabe Boscana | Ep. 38

Gabe Boscana has spent 26 years in specialty coffee, from barista at Gimme! Coffee to National Roasting Manager at Intelligentsia, Green Coffee Director at Sightglass, founder of his own roastery Máqu...

2 Heinä 1h 2min

Batched Espresso Scares Me | Ep. 37

Batched Espresso Scares Me | Ep. 37

Batch espresso scares us. Not because it's bad, but because what if it's actually good? When Valor Coffee posted that they were testing batch espresso, it got us thinking about the "shots die" rule an...

2 Kesä 38min

The Espresso Machine That Does Everything (Is It Worth $2000?) | Ep. 36

The Espresso Machine That Does Everything (Is It Worth $2000?) | Ep. 36

Meraki Gen 2: https://tidd.ly/4ukKTDhPodium Coffee Club: https://tidd.ly/4qo2NCsWe got our hands on the Meraki Gen 2 espresso machine and have been using it daily. Built-in grinder, dual boiler, integ...

19 Touko 48min

You’re Not Ready for Coffee Competitions — Here’s Why | Ep. 25

You’re Not Ready for Coffee Competitions — Here’s Why | Ep. 25

Morgan Eckroth: 2022 US Barista Champion, content creator, and Onyx Coffee Lab team member, sits down with us for an honest conversation about what it takes to compete at the highest level of coffee, ...

5 Touko 49min

The Fellow ES1 Changed How We Think About Home Espresso | Ep. 35

The Fellow ES1 Changed How We Think About Home Espresso | Ep. 35

Fellow Espresso Series 1: https://fellow.sjv.io/series-1We've had some time with the Fellow ES1. Enough to move past first impressions and actually talk about it. In this episode we get into everyday ...

21 Huhti 50min

Home Espresso Has Always Been a Compromise. Fellow Changed That | Nick Terzulli | Ep. 34

Home Espresso Has Always Been a Compromise. Fellow Changed That | Nick Terzulli | Ep. 34

Nick Terzulli didn't set out to reinvent home espresso. He started with a latte at Sightglass, a honeymoon in Barcelona, and a medical engineering background he couldn't stop applying to coffee proble...

24 Maalis 1h 8min

33 - Matcha Is Everywhere Right Now — But Are Coffee Shops Doing It Wrong?

33 - Matcha Is Everywhere Right Now — But Are Coffee Shops Doing It Wrong?

Tea in a specialty coffee cafe, should you even bother? In Episode 33, we dig into one of the more overlooked questions in cafe ownership: how (and whether) to build out a tea program without letting ...

9 Maalis 1h 2min

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