Theories on Coffee

Theorem #1: Most coffee produced is bad
Coffee is one of the most commonly consumed beverages and one of the biggest commodities in the world.  However, I would wager that if you asked the average coffee drinker, at least 90% would not know what the raw form of coffee is.  It is sadly taken for granted.  Possibly that is why about the same percentage of coffee out there is really bad.

Theorem #2: Coffee is more similar to wine than any other beverage
a) There are certain terroirs that produce the most refined and expressive flavours in the final beverage.  Whether it is Corton Charlemagne in Burgundy or La Esmeralda in Panama, certain locations have that "it" factor that combines climate, elevation, soils, heritage, and care to produce the finest product.
b) Both are fruit.
c) Coffee and wine carry almost identical flavour descriptors.  Anything from the range of flavours to the dynamics of mouth feel, weight, acidity.
d) Although most coffee packaging does not carry a vintage, both wine and coffee are harvested once a year, ideally at a peak ripeness.  Grape farms and coffee farms benefit exponentially by individual attention and care by the farmer working the land.
e) The end result is entirely dependent on the specific methods used to process the fruit.

Theorem #3: Coffee is different from wine
a) Besides the obvious presence of alcohol and the easy visual distinction, there are a few distinct factors that effect the quality of coffee that wine is immune from.  One of the biggest is that coffee is produced from farm to roaster, but is then handed to the barista to execute.  This is much less of a burden than having your server pop the cork.  The finest wine in the world can go bad once in the bottle, but it takes extremes to ruin.  Coffee, however, takes expertise to represent properly once it is roasted.
b) Great coffee is easier to experience than wine because it is less expensive.  Perfecting coffee and espresso is challenging, but at the same time very attainable with a modest effort and understanding.  And doing it 'right' is not as exponentially expensive as it is with wine.  I can pay $3 for a great cappuccino or a bad one.  It is easy to form a strong preference when there is a simply better product for the same money.
c) Great wine is easier to experience than coffee because it is available more commonly.  The technology of producing and brewing coffee is only starting to catch up with the times.  Specialty coffee is young compared to other finer beverages such as wine.  Wine is much more far reaching and has a more developed language and conversation.
 
Theorem #4: Coffee can taste as good as it smells
This is the most shocking revelation to those who love the full sensory experience that is offered by coffee beans and the grinding thereof.  Unadulterated coffee can be sweet, fruity, creamy, and floral.  This is a very interesting revelation to many who do not like coffee or cannot stand it 'black.'  The burnt, bitter, and stale cup has unfortunately been the standard expression of coffee.  And old habits are very hard to break.