The Black Box is a new coffee sampling product that works in conjunction with an app designed to help develop your coffee palate.
Angels’ Cup Coffee announced the launch of its latest product today, The Black Box — a mystery package of 4 unknown coffees to sample that is delivered to customers monthly, weekly, or bi-weekly.
Angels’ Cup is the only company to ship blind coffee samples to its customers and focus on the educational aspect of coffee tasting. The idea stems from Co-founders Jeff Borack and Abby Salazar’s experiences of going to public cuppings — events where roasters invite members of the public to sample different coffees, learn about flavor profiles, and interact with other members of the community. Angels’ Cup aims to recreate these informative and fun coffee tasting experiences on a much bigger scale.
The Black Box costs customers $19.99 for four 2.5-ounce “blind” coffee samples. The coffee enthusiast tastes the unknown coffee, takes and records notes on their experience, and then enters a code into the Angels’ Cup app in order to compare their tasting notes with the Angels’ Cup “roastmaster.” Once the customer has entered their information, they can find out what the coffee really was, and, if they enjoyed it, can buy the product directly from the roaster.
In the US alone, there are approximately 100 million daily coffee drinkers, with the average worker spending an average $1,100 on the beverage annually. Angels’ Cup follows the “third-wave” of coffee drinking, the latest trend that focuses on purchasing coffee from its point of origin and champions artisanal roasting methods over mass-production.
“Second-wave coffee was about espresso and dark-roasts, and this is what franchised high street coffee shops usually sell,” said company Co-founder Jeff Borack. “We are now in the midst of the third-wave, which is all about lighter roasts and experiencing the subtleties and unique flavor notes from a range of single-origin coffees, as well as single-cup, low-tech brewing methods. This means better coffee that is both environmentally sustainable and more affordable.”
The company’s main objective is to help customers develop their coffee palate with blind sample product lines and a free app. The Angels’ Cup subscription starts at $7.99 for 4 ounces of 4 different coffees (1 ounce each), and the Craft and Mistobox products sell at $20, for 12 ounces of coffee. Moreover, with over 40 different roasters and more being added every week, Angels’ Cup ships a larger variety of roasters than any other competing subscription service.
“We think that sampling coffees like this is the best way to learn how different single-origins taste. When a customer finds something they like and want a whole bag, we have a store where they can buy one straight from the roaster. We feel it’s important to say that we don’t take a cut of that transaction because we don’t believe the world needs another middleman,” adds Borack.