The reports of my death are greatly exaggerated is a popular misquote attributed to author Samuel Clemens, known by his pen name, Mark Twain. The humorous quote is based on a letter Twain sent to a newspaper reporter who had asked Twain about rumors that he was dying. Although it’s not an accurate quote, The reports of my death are greatly exaggerated remains associated with Twain. We could use the same quote today for instant coffee !

 Instant coffee is one of the most popular drinks in the world. Even in the United States Revenue in the Instant Coffee segment amounts to US$16.34bn in 2022 according to Statista . Quite the ‘’niche “ product !!! It's convenient, affordable, and easy to make. But why is it still so popular? Despite the fact that there are now many high-quality alternatives available (like 1936 torrefacto instant coffee), instant is here to stay. Let's take a look at some of the reasons why this drink remains so popular.

 Do you love the smell of fresh-brewed coffee filling up your kitchen in the morning? Do you savor the taste of a creamy latte or a sweet caramel macchiato? If you answered yes to any of those questions, I have some bad news for you: instant coffee is on the rise. According to a study by Euromonitor, instant coffee is now the go-to drink for millions of caffeine-crazed consumers around the world. In fact ,more than one-third of the world’s retail brewed coffee is instant coffee.So what’s behind this dramatic surge in popularity? Let’s take a closer look.

 Coffee is life. It's a simple truth, and most of us know it. That's why so many people are obsessed with finding the perfect cup of coffee , one that will make them feel alive and whole again. And while there are plenty of ways to make coffee, one of the most popular (and easiest) methods is instant coffee. Instant coffee is popular because it's fast and convenient. You can make a cup of coffee in minutes, without having to wait for it to brew. It's also affordable, making it a great choice for people on a budget. Plus, instant coffee is available everywhere, so you can always find a pack when you need one. Whether you're at home or on the go, instant coffee is the perfect way to start your day. some like our 1936 Instant coffees even come in different delicious flavours !

 Unlike what the name would suggest, instant coffee is not made instantly. In fact, it takes a while to make , but the end result is worth it! As we know by now, there are two main ways to make instant coffee. One is Freeze-drying, the coffee is frozen and cut into small fragments which are dried at a low temperature. The other is Spray-drying. This is the method we use for our 1936 Torefacto coffee. The coffee is sprayed into hot air, which dries the droplets into small particles or a fine powder. We go the extra step and add a bit of cane sugar to add a smooth taste.

 Do you take your coffee with cream and sugar, or do you like it black? Regardless of how you take your coffee, odds are that you don't drink as much instant coffee as some other countries. According to a study by Euromonitor International, the United States doesn't even make the list of the Top 10 countries for instant coffee consumption! It turns out that when it comes to drinking instant coffee, countries like Iceland and Norway take the lead. According to a new study, these two Nordic nations consume more of the convenient caffeine fix than any other country in the world. Surprisingly New Zealand and Australia also favor instant coffee . The surprising part is knowing how serious these 2 countries take their coffee seriously . During a trip Down Under I was surprised ( and can I say pleased ) at the lack of Starbucks shops over there. 

 Instant coffee is popular because it is convenient and fast. It doesn't require any special equipment or time to brew, so you can make a cup of coffee in seconds. This makes it the perfect choice for people who are on the go or need caffeine quickly. Instant coffee also has a long shelf life (ours has 18 moths), which means you can stock up on it and have coffee available whenever you need it. Another reason why instant coffee is so popular is that it is affordable. You can buy a jar of instant coffee for much less than you would pay for a bag of ground coffee beans . An 8 OZ jar of our coffee can give you up to 130 cups ! So what are you waiting for ?!?! Take a look at our shop.