Joe Coffee Company is a New York-based collection of beloved and award-winning cafés founded in 2003 by Jonathan Rubinstein, an early pioneer of the third wave coffee movement. Joe Coffee has long been known for brewing the highest quality cup, served with warm hospitality. Since its start as a single coffee shop in Manhattan’s Greenwich Village, Joe has expanded to 18 cafés and roasts 100% of its own beans in Red Hook, Brooklyn.
We love the passion, discipline and creativity that Joe Coffee brings to their craft and it’s aligned with how we approach beer. We had fun nerding out about how the two worlds collide.
How do you figure out if a beer goes with the aromas and flavours of coffee? You bring your entire beer portfolio to a coffee roastery and start mixing. It was a fun process to find out how flavours can blend together.
The Beer: Percolated Haze
Coffee and Beer; Lets face it, It’s hard to do one without inevitably having the other. So we teamed up with our friends at Joe Coffee from Brooklyn, NY and we decided we were going to cut out the middle man! We made a big juicy IPA, with bright notes of citrus and tropical fruit from the Citra and Amarillo hops and we then infused fresh lightly roasted La Familia Guarnizo coffee beans from Colombia. The juicy citrus notes from the hops combine with the notes of Clementine, Brown Sugar and Thyme from the Guarnizo coffee beans to give an awesome expression of IPA and coffee married into one bold, flavourful beer.
Percolated Haze will release at the brewery and online shop on September 8th at 11AM.
Joe’s lead coffee roaster Andrew stopped by the brewery to help brewmaster Ryan concoct our latest collab brew, Percolated Haze.
What’s the philosophy that drives the coffee making at Joe Coffee?
In no particular order, Quality, Consistency, Accessibility, Innovation and Hospitality.
Why do a beer collab? How do beer and coffee go together?
Beer and coffee respectively have so many interesting flavors that exploring all of the tasting notes of certain malts and hops paired with various coffees was endlessly challenging and informative. Some things that you wouldn’t expect to work did and and vice versa. I’ve never had a coffee IPA that I absolutley loved. Often times you get the coffee and the ipa but rarely in a seamless cohesive manner. To be able to brew a coffee IPA with Ryan was a dream come true. His style is so unique, I love that body and integration of hop profiles that he is able to bring to a 6% beer. Once we decided on a coffee, I spent a lot of time devloping a roast profile and target extraction that would integrate well into Ryan’s beer. I had a lot of fun working with the crew in Hamilton and I’m very excited about the results!
Why collaborate with Collective Arts and Ryan Morrow?
We met Matt and Ryan on one of their trips to NYC and the rest is history. Collective Arts is a brand that I’ve always admired from the frst time I had it in Vermont several years back. The fact that Collective Arts is so much more than just beer is very inspiring to me. There is nothing more rewarding than collaborating with people you respect and who also inspire you!
We’re launching in NYC soon and need some tips on where to drink our favourite two beverages. Top spots for beer and coffee?
Gold Star Beer Counter
The Wilky ( this is a local spot in my hood run by good people who are absolutely crushing it)
Alphabet City Beer Co