Cup of Joe Getting Smaller

Chicago coffee maker nixes 20-ounce drinks, for flavor's sake
By Nick McMaster,  Newser Staff
Posted Jul 9, 2008 3:18 PM CDT
Cup of Joe Getting Smaller
Intelligentsia Coffee   ((c) biskuit)

One purveyor of fine coffee is drawing a line in the sand: Come Aug. 1, Chicago brewer and distributor Intelligentsia will phase out its 20-ounce option—or venti, per Starbucks lingo, the Chicago Tribune reports. Brewing such a large cup dilutes the proportions necessary for maximum flavor, Intelligentsia's CEO says, resulting in a "a watered-down, Big Gulpish version.”

"Drinking our coffee is not like drinking jug wine," he added. "We're focused on intensity of flavors and providing coffee in the way it tastes best. And it's not in that size." Reps for Starbucks and Dunkin' Donuts said they had no plans to follow suit. (Read more coffee stories.)

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