<p begin="00:00:00.00" end="00:00:05.19" style="1"> </p>
<p begin="00:00:05.19" end="00:00:06.65" style="1">MERRY WHITE: When I was growing up,</p>
<p begin="00:00:06.65" end="00:00:10.10" style="1">those who really loved coffee would wait for that moment</p>
<p begin="00:00:10.10" end="00:00:12.45" style="1">when they were opening the vacuum sealed can.</p>
<p begin="00:00:12.45" end="00:00:15.44" style="1">My father would call me, a toddler, into the kitchen</p>
<p begin="00:00:15.44" end="00:00:17.41" style="1">and say, it's time. </p>
<p begin="00:00:17.41" end="00:00:18.89" style="1">We're going to break the seal. </p>
<p begin="00:00:18.89" end="00:00:21.40" style="1">And I'd put my nose right up to the can,</p>
<p begin="00:00:21.40" end="00:00:23.61" style="1">and that was the big coffee moment.</p>
<p begin="00:00:23.61" end="00:00:25.80" style="1">NARRATOR ON TV: We Americans know what we like.</p>
<p begin="00:00:25.80" end="00:00:28.27" style="1">And we really do like coffee. </p>
<p begin="00:00:28.27" end="00:00:30.25" style="1">MERRY WHITE: And that was coffee that we</p>
<p begin="00:00:30.25" end="00:00:32.62" style="1">wanted and needed and loved. </p>
<p begin="00:00:32.62" end="00:00:35.54" style="1">But it was just coffee. </p>
<p begin="00:00:35.54" end="00:00:37.48" style="1">You have to give Starbucks credit</p>
<p begin="00:00:37.48" end="00:00:41.18" style="1">for talking about [INAUDIBLE], making a geography of coffee</p>
<p begin="00:00:41.18" end="00:00:42.48" style="1">available to people. </p>
<p begin="00:00:42.48" end="00:00:44.06" style="1">Coffee is a cherry. </p>
<p begin="00:00:44.06" end="00:00:47.25" style="1">It actually is a beautiful red, sweet cherry.</p>
<p begin="00:00:47.25" end="00:00:50.45" style="1">That cherry has fruitish flavors, of course.</p>
<p begin="00:00:50.45" end="00:00:51.00" style="1">It's a fruit. </p>
<p begin="00:00:51.00" end="00:00:54.19" style="1">And inside is the thing they call the coffee bean.</p>
<p begin="00:00:54.19" end="00:00:55.94" style="1">JOAN SALGE-BLAKE: So much is added to it--</p>
<p begin="00:00:55.94" end="00:00:59.31" style="1">the cream, the sugar, the flavoring-- it sort of masks</p>
<p begin="00:00:59.31" end="00:01:00.77" style="1">the coffee flavor. </p>
<p begin="00:01:00.77" end="00:01:02.63" style="1">And now what people are drinking is</p>
<p begin="00:01:02.63" end="00:01:04.90" style="1">almost like a sweetened creamy beverage</p>
<p begin="00:01:04.90" end="00:01:07.04" style="1">with a coffee flavoring to it. </p>
<p begin="00:01:07.04" end="00:01:09.23" style="1">People drink coffee because it's a stimulant.</p>
<p begin="00:01:09.23" end="00:01:11.77" style="1">That's why when they wake up, they wake up to a pot of coffee</p>
<p begin="00:01:11.77" end="00:01:15.61" style="1">and not a pot of apple juice. </p>
<p begin="00:01:15.61" end="00:01:17.90" style="1">SIR HANS KORNBERG: As you know, when you suddenly</p>
<p begin="00:01:17.90" end="00:01:23.12" style="1">become excited, a material called cyclic AMP is released.</p>
<p begin="00:01:23.12" end="00:01:25.99" style="1">And the cyclic AMP tells all sorts</p>
<p begin="00:01:25.99" end="00:01:29.00" style="1">of machinery in the cell to get moving.</p>
<p begin="00:01:29.00" end="00:01:32.24" style="1">On the other hand, there is also a natural mechanism which</p>
<p begin="00:01:32.24" end="00:01:36.70" style="1">comes in and says, OK, you've made enough cyclic AMP.</p>
<p begin="00:01:36.70" end="00:01:37.41" style="1">Enough. </p>
<p begin="00:01:37.41" end="00:01:41.45" style="1">Now, the caffeine molecule, I give you a picture of it here.</p>
<p begin="00:01:41.45" end="00:01:45.36" style="1">What caffeine does is it inhibits this reaction.</p>
<p begin="00:01:45.36" end="00:01:49.09" style="1">It allows cyclic AMP to continue to be made.</p>
<p begin="00:01:49.09" end="00:01:50.30" style="1">That is why it's a stimulant. </p>
<p begin="00:01:50.30" end="00:01:59.06" style="1"> </p>
<p begin="00:01:59.06" end="00:02:01.64" style="1">MERRY WHITE: There probably have been waves in coffee drinking</p>
<p begin="00:02:01.64" end="00:02:02.42" style="1">in America. </p>
<p begin="00:02:02.42" end="00:02:04.80" style="1">Postwar coffee in America, for most people,</p>
<p begin="00:02:04.80" end="00:02:06.11" style="1">was instant coffee at home. </p>
<p begin="00:02:06.11" end="00:02:10.13" style="1">The second wave might have begun with Starbucks.</p>
<p begin="00:02:10.13" end="00:02:13.83" style="1">The third wave is a kind of refinement</p>
<p begin="00:02:13.83" end="00:02:16.69" style="1">of what Starbucks gave us, really paying attention</p>
<p begin="00:02:16.69" end="00:02:19.40" style="1">to the sources of the beans, really paying</p>
<p begin="00:02:19.40" end="00:02:21.50" style="1">a special attention to the roast.</p>
<p begin="00:02:21.50" end="00:02:22.28" style="1">And it is a craft. </p>
<p begin="00:02:22.28" end="00:02:22.95" style="1">RYAN LUDWIG: Hi. </p>
<p begin="00:02:22.95" end="00:02:23.91" style="1">My name's Ryan. </p>
<p begin="00:02:23.91" end="00:02:25.25" style="1">Welcome to my coffee shop. </p>
<p begin="00:02:25.25" end="00:02:26.28" style="1">I'm the manager here. </p>
<p begin="00:02:26.28" end="00:02:27.65" style="1">I'm going to make a cup of coffee</p>
<p begin="00:02:27.65" end="00:02:30.00" style="1">right now using something called a V60.</p>
<p begin="00:02:30.00" end="00:02:31.82" style="1">Making a V60 is really pretty simple.</p>
<p begin="00:02:31.82" end="00:02:35.39" style="1">It requires a paper filter, a glass cone, some coffee,</p>
<p begin="00:02:35.39" end="00:02:36.64" style="1">and some hot water. </p>
<p begin="00:02:36.64" end="00:02:38.34" style="1">MERRY WHITE: Some people refer to it</p>
<p begin="00:02:38.34" end="00:02:41.88" style="1">as the coffee ceremony, the ritualized making of coffee.</p>
<p begin="00:02:41.88" end="00:02:44.50" style="1">You will see the person grinding the coffee right</p>
<p begin="00:02:44.50" end="00:02:45.71" style="1">before it's served. </p>
<p begin="00:02:45.71" end="00:02:49.16" style="1">And you start pouring in a spiral</p>
<p begin="00:02:49.16" end="00:02:53.35" style="1">in and a spiral out, a spiral in, a spiral out.</p>
<p begin="00:02:53.35" end="00:02:55.57" style="1">It bells up, and then settles. </p>
<p begin="00:02:55.57" end="00:02:56.19" style="1">It's beautiful. </p>
<p begin="00:02:56.19" end="00:03:01.68" style="1"> </p>
<p begin="00:03:01.68" end="00:03:03.39" style="1">RYAN LUDWIG: So what I made for you today</p>
<p begin="00:03:03.39" end="00:03:06.09" style="1">is called an Ethiopia Yirgacheffe.</p>
<p begin="00:03:06.09" end="00:03:07.68" style="1">It's one of the earliest known coffee</p>
<p begin="00:03:07.68" end="00:03:09.26" style="1">growing regions in the world. </p>
<p begin="00:03:09.26" end="00:03:12.92" style="1">MERRY WHITE: Coffee expertise is growing among young people.</p>
<p begin="00:03:12.92" end="00:03:15.84" style="1">NICOLE FEY: There's definitely a strong lemon scent</p>
<p begin="00:03:15.84" end="00:03:17.27" style="1">to it, even maybe a Meyer lemon. </p>
<p begin="00:03:17.27" end="00:03:19.42" style="1">MERRY WHITE: It's kind of a cheap luxury, coffee,</p>
<p begin="00:03:19.42" end="00:03:22.68" style="1">almost like a training ground for young people</p>
<p begin="00:03:22.68" end="00:03:24.36" style="1">to learn connoisseurship of anything.</p>
<p begin="00:03:24.36" end="00:03:25.90" style="1">NICOLE FEY: I'm a gastronomy student.</p>
<p begin="00:03:25.90" end="00:03:27.95" style="1">And we certainly talk about tasting a lot.</p>
<p begin="00:03:27.95" end="00:03:30.93" style="1">What you taste in a cup of coffee is culturally defined.</p>
<p begin="00:03:30.93" end="00:03:33.26" style="1">And it's defined by what you've experienced in your life</p>
<p begin="00:03:33.26" end="00:03:34.47" style="1">and tasted before. </p>
<p begin="00:03:34.47" end="00:03:36.59" style="1">So everyone is going to see different things in it.</p>
<p begin="00:03:36.59" end="00:03:38.01" style="1">And that's what makes it interesting.</p>
<p begin="00:03:38.01" end="00:03:40.09" style="1">MERRY WHITE: There's a lot of ways in which coffee</p>
<p begin="00:03:40.09" end="00:03:44.47" style="1">has been playing out American themes, class themes, culture</p>
<p begin="00:03:44.47" end="00:03:45.34" style="1">themes. </p>
<p begin="00:03:45.34" end="00:03:47.31" style="1">Everybody's got their coffee. </p>
<p begin="00:03:47.31" end="00:03:49.07" style="1">Nobody has to be better than anybody else.</p>
<p begin="00:03:49.07" end="00:03:50.68" style="1">It's yours, after all. </p>
<p begin="00:03:50.68" end="00:03:53.18" style="1">It's just your coffee. </p>
<p begin="00:03:53.18" end="00:04:05.29" style="1"> </p>