BREWED BEHAVIOUR
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Twenty-One Bars Sell Coffee And Not One Of Them Is Verified
Twenty-one bars sell coffee, run owned email at 61.9% against the coffee shops' 48.8%, sit on a lower median audience of 1,459, and not one of them is verified. If you run an all-day room and your morning is quiet, that line is a diagnosis. You built better infrastructure than the cafes and told a smaller story than any of them. The plumbing is ahead of the plot. Start with what the numbers actually say, because they are flattering before they...
Thirty-Eight Percent Of Coffee Accounts Put Coffee In The Handle, Not Just The Bio
You can rewrite a biography at midnight and no one will ever know you did it. That is the quiet luxury of the bio: it is a chalkboard, wiped and re-lettered at whim, answering only to your latest idea of yourself. The handle is a different kind of object entirely. It is typed into every comment the account will ever leave, it surfaces in every mention, it is how strangers tag you and how friends find you, and the day you change it you pay in...
Coffee’s Public Figures Have Nine Times The Audience And No Coffee To Sell
Coffee's public figures carry the highest verification rate in the study, 29.2%, the second-highest median audience in it, and 87.5% of them run their correspondence through a free email provider. That last figure is the joke and the whole story. The most credentialed, most-followed accounts in the entire coffee conversation route their business through the same free inbox as a teenager, because the reach was never built on infrastructure. It...
Coffee Trade Owns The Property, Coffee Creators Own The Crowd, And Neither Owns Both
There is a number in the coffee industry that lies the moment you look at it straight. Read across the whole dataset and the email question looks settled: most coffee accounts run their correspondence through the free providers everyone else uses, Gmail and Hotmail and the rest, the digital equivalent of a rented postbox. Tidy finding, faintly disappointing, easy to file under "everyone is an amateur now." Except the finding reverses the...
Twenty-Four Coffee Producers In A Study Of 2,164 Coffee Accounts
The people who grow the coffee are 1.1% of the accounts in a study built entirely from coffee accounts. Twenty-four of 2,164. Say that slowly, because it is the kind of number that hides in plain sight until someone reads it aloud. Every account in this dataset exists because of coffee, and the ones who actually make coffee - the farms, the growers, the hands on the cherry - are a rounding error inside their own subject. Where those twenty-four...