coffee@home: Wake the Fuck Up


Beans: Wake the Fuck Up Coffee
Roaster: Unknown

I don’t tend to spend time reviewing coffees that I don’t think I’ll like, but sometimes I’m sent coffees that I can’t ignore. Such was the case with Wake the Fuck Up Coffee, a coffee brand and concept, more than a particular coffee, that was created by the guys who also started the line of Melinda’s Hot Sauces. Food people? Yes. Coffee People. Probably not.

As much as I found the name a bit silly, I do admit that I found the video/commercial on the website a little funny. What I didn’t understand was why this coffee is supposed to be so good at waking you up. Does it have higher than normal caffeine levels as the label might imply? Is it a darker, stronger roast that hits you with a powerful flavor?

In corresponding with the PR firm promoting this product, I learned that WTFU coffee is a dark roasted, New Orleans-style coffee, which, as it turns out, means that this blend contains chicory. If you don’t know, chicory is a bitter relative of the endive family frequently added to and used to cut coffee. It has it’s loyal followers, but I tend to think of it as filler added to meat, or more aptly, coffee flavoring. Why add it if the coffee is good? I’m not the only person I know who finds it bitter and completely unappealing.

Interestingly, this crucial piece of information is conspicuously missing from the website and the packaging. If you dislike chicory coffee, you’d have no way of knowing that’s what you just bought. To add to my concerns, this coffee is pre-ground and nowhere can you find information about the coffee itself such as who roasted it, the roast date, or anything about the blend. (To the latter issue, I learned that the coffee consists of a blend of beans from Brazil).

Given that the coffee was pre-ground, I was left with few options in brewing it. I tried it as a pour over with a paper filter and found it pretty awful. The overwhelming taste is that of black pepper and pencil shavings. I tend to blame this mostly on the abundance of chicory. I’m thinking that despite being pre-ground, the coffee underneath, which I could get hints of after working past the chicory, may not be entirely bad. Chicory, especially this much, tends to obscure any real chance of tasting the coffee.

If you like chicory-heavy coffee, you may not want to completely rule this coffee out. If you do like it, though, it will be because you like chicory and not because you like coffee.

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11 comments to coffee@home: Wake the Fuck Up

  • With a name like that I’m kind of disappointed.

  • I received an email from these same people – or should I say from the PR people hired to represent the WTFU brand. I had low expectations but, wow:

    The overwhelming taste is that of black pepper and pencil shavings

    That. is. awesome.

  • Terrific post, only just located your blog. You write on a lot of topics that I like learning. As a result of that, I just had to add your feed to my collection. Thanks.

  • Joe Cuppa

    A woman I know arrived home very late at night to find a bag of WTFU coffee left on her porch by a neighbor as a gift. She had to get up very early to get to a seminar she was giving an hour’s drive from home. she made a cup and a half of WTFU, poured it in a travel mug and drove to her seminar. At the first break she was told by the moderator that no one was able to keep up with her presentation as it was so rapid-fire, they could not take notes.

  • I have not tried the coffee. I bought it as a gift for a coffee lover. He went nuts over it and had to show it to everybody, who all thought it was cool

    I highly recommend this as a gift

  • Patrice

    Were can I find this coffee at can u please help Me

  • Patrice

    Is it any good and were can I find it I want to try it

  • hello just wondering is there any place in the uk i can purchase this from?
    many thanks

  • Ashley

    This coffee doesn’t pep me up at all. It gives me a mild stomachache, and no caffeine rush at all.

  • Persimmons are truly delicious when they are ripe, but astgnnreit if they are not.Did you know there is an old folks tale about the seed of a persimmon I just looked it up in the Old Farmer’s Almanac just to be sure According to folklore, you can predict the weather with a persimmon seed. Here’s how to do it:Cut open a persimmon seed. (Find persimmon fruit in your supermarket. It should be locally-grown to reflect your weather.)Look at the shape of the kernel inside. If the kernel is spoon-shaped, lots of heavy, wet snow will fall. Spoon = shovel! If it is fork-shaped, you can expect powdery, light snow and a mild winter. If the kernel is knife-shaped, expect to be cut by icy, cutting winds. I don’t know if this is true or not, but when we moved out to the country the old folks used to insist that this was true.

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