Counter Culture Coffee is redefining competition with Brewlette, a new brewing series that blends chance and craft. By stripping away rigid rules, the initiative invites both pros and amateurs to test their skills under unpredictable conditions. The result? A spectacle where precision meets unpredictability, and luck becomes a legitimate contender in the pursuit of perfection.
Brewlette’s format is as bold as its name. Competitors spin a wheel to land a random TDS target—a measure of coffee strength—then have eight minutes to brew a cup that matches it. The eight closest to the mark advance, turning the first round into a high-stakes game of chance and calibration. The second round shifts focus entirely to taste, with competitors facing off in a blind judge panel using a single coffee bean chosen by coin flip. This eliminates bias, forcing brewers to rely on their instincts and execution.
The concept didn’t emerge from a boardroom but a notebook. Jenna Gotthelf, Counter Culture’s National Education Manager, revealed the idea began as a scribbled note in 2021. “Luck is part of all competitions,” she says. “Why not make it a variable?” Brewlette isn’t just about winning—it’s about demystifying TDS and showing how randomness can shape skill. The events, held at regional training centers and Coffee Fest shows, are designed to be spectator-friendly, letting guests taste the first-round brews and witness the chaos unfold.
Brewlette’s appeal lies in its balance of education and entertainment. It challenges brewers to adapt on the fly, proving that even in a world obsessed with control, unpredictability can be a strength. The March 7 New York event kicks off with 13 competitors, each spinning their way into the fray. Registration is open, with a waitlist in place for the limited slots.
Key points: The TDS wheel forces brewers to embrace chance, the blind tasting round eliminates bias, and the events prioritize education over elitism.
Key points: The TDS wheel forces brewers to embrace chance, the blind tasting round eliminates bias, and the events prioritize education over elitism.
What’s your favorite way to brew coffee—and how would you handle a random TDS target? Share your story in the comments.
Questions & Answers
How do I participate in the Brewlette competition?
Sign up at Counter Culture Coffee’s website. Submit a coffee recipe and brewing method. Finalists brew live at the event. Winners receive prizes and recognition.
What’s the Brewlette competition prize?
Winners get cash prizes, coffee gear, and featured spots on Counter Culture’s platform. Top entries also get brewed live at the event with audience voting for the winner.
Information sourced from industry reports and news outlets.
