STARBUCKS CONTINUES TO PROMOTE THE FLAT WHITE COFFEE
Ask anyone down-under what a “flat white” is, and they’ll tell you “it’s just a coffee mate”. So what’s all the fuss about? Why are so many coffee shops promoting the “flat white” and what actually is it?
It seems that the coffee revolution took off when the espresso machine, so commonplace in Italy since the 1950′s, hit the vibrant commercialism of Seattle and the city became alive with coffee carts. At this time the Americans weren’t quite ready for the strong dark thick elixir straight from the nozzle of the machine, and they much preferred their coffee to be diluted with some water to make an “Americano” or alternatively they liked it to be used more as a flavouring for a lot of warmed milk … when it became a Latte. The Italians themselves only have milk in their coffee at breakfast time, when they call it a Cappucino.
Now, with the “flat white” the coffee has come full circle. The milk is heated more gently, two shots of espresso are used, and instead of a thick slug of foam topped by all manner of spices and seasonings, we have a thin layer of melting creamy aerated milk. To add a decadent touch, and to make a “flat white” a premium product, the “baristers” who prepare the brew are competing to create special patterns on top of the coffee by doodling with the milk as it comes out of the heated jug.
The marketers at Starbucks told me “At Starbucks, we noticed that some customers in the West End of London, in particular in our Soho district, were asking for a new drink and our baristas taught themselves how to make it so that they could offer these customers the coffee they wanted.
When we discovered this we decided to respond to tastes by offering this new drink to our customers in Soho and throughout the UK and Ireland. This new Starbucks drink – a Flat White – is the first major addition to our UK and Ireland espresso-based drink line-up since we entered the UK market in 1998, and is a response to the growing sophistication of today’s coffee drinkers.
Starbucks Flat White
“Starbucks Flat White is a small strong coffee made with two shots of 100% Fairtrade certified espresso in an 8 fl oz cup topped with creamy, steamed whole-milk. The milk is given a velvety texture by being “stretched and spun”, which allows the espresso shot to rise through the milk. Patterns or “foam art” can be made in the top of the cup with the contrasting colours of the coffee and milk. Flat White has become increasingly popular in cities throughout the UK in recent times, although its origins are in Australia and New Zealand”.
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