Ooooookay, the milestone where I have a deep sigh and decide to comment on someone else’s product is 50 messages. When I’ve gotten that many emails, texts, IMs, DMs, tweets, phone calls, etc., I have to breakdown and actually make words in reply.
TL;DR version: No, they aren’t ripping me off. No one making cold brew coffee is ripping me off, they’re just doing their own thing. When someone does something I think is as good as BBotE and finds a way to do it cheaper, I’ll let you know because I’ll be buying it too.
In case you’ve missed out on the content hungry media flurry, there’s a cafe in Adelaide, South Australia called Vicious Coffee that has a product on its menu called Asskicker Coffee. People from Australia have been telling me about this for a while, but the social media thirstlords blew it up at the end of August. You can read the original news story from the Australian Sunday Mail Advertiser under the link, but I want you to pay close attention to this statement:
The Asskicker is a complex concoction made of quad espresso (four shots), four 48-hour brewed cold drip ice cubes, 120ml of 10-day brewed cold drip and is finished with four more 48-hour brewed cold drip ice cubes.
My most important take away from all the various articles I’ve been sent about this is “many journalists aren’t good at math”. Please read that previous quote again and think about how much coffee that is.
Think about it some more.
Okay, let’s do some conversions. The traditional espresso shot is 30ml, so four of those is 120ml. It’s hard for me to guess at ice cube volume since ice cube trays are so variable, but let’s say for the sake of simplicity that they’re 30ml apiece also, that’s another 240ml. Add the 120ml for the 10-day brewed cold drip and you’re looking at a total 480ml (~16 fluid ounces of cold brew coffee and espresso). Now, for those of you that have purchased BBotE, you’ve seen my recommendation to keep BBotE consumption under 100ml per day. I’m not going to make any assumptions on flavor or caffeine content here, but if comparable to BBotE as claimed in the many, many articles I’ve been sent you’re exceeding my recommended dose by almost a factor of five. I disobey my own recommendations now and then, but I tend to put a six hour gap between cups and even then it’s usually 75ml in the morning and 75ml in the afternoon. You are asking for trouble consuming 480ml worth of concentrated coffee all in one go, much as I don’t recommend having a mug full of uncut BBotE.
In fact, from the same article, I want to reiterate that their product isn’t meant to be consumed all in one go. This is meant to be consumed over a time span of hours so that it lasts you for entire shifts. The original inspiration for this was an ER nurse that had a surprise double shift.
The Asskicker is available in three sizes: small is $10 (recommend one to two hour consumption for six to nine hours “up time”; medium is $13 (recommend two to three hours consumption for nine-12 hours “up time”; and large is $16 (recommend three to four hours consumption for 12 to 18 hours “up time”).
My take: This is a coffee shop owner that has done right by his customers and quit trying to tear them down for doing it. Someone had a shitty day in front of them and Steve Bennington made them something special to help make it better. That was so much fun it became part of the regular menu. Hell, I bet all of you have been into a bar or a restaurant that has something on their menu that got there they exact same way, and it’ll be there until the closing day of the establishment.
When I make my next trip to Australia, whenever that may be, I hope Vicious Coffee is still serving it so I can try some. When I tourist, I tourist HARD. 😉