If you’re new here, welcome.
You may have discovered us through that recent New York Magazine piece on Walton Goggins’ morning ritual. Wild and humbling, honestly. We’re grateful you’re here.
Shift has always been about balance — dependable, layered, and built for the daily ritual. And when a lot of new bags start landing in new kitchens all at once, we know one thing:
Sometimes the brew just needs a tiny adjustment.
Quick check-in: if your cup is tasting a little sour, thin, or “not quite right”, it’s usually not the coffee. It’s almost always one small brew variable.
A fast Shift Brew Tune-Up (2 minutes)
If it tastes sour or sharp (under-extracted):
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Go a touch finer on grind
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Or extend brew time by 10–20 seconds
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Or bump water temp slightly (aim 200–205°F / 93–96°C)
If it tastes bitter or dry (over-extracted):
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Go a touch coarser
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Or shorten brew time by 10–20 seconds
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Or reduce agitation (less stirring/swirling)
A simple starting recipe (filter): Like our solo dripper. though any size brewer really.
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1:17 ratio (Ex 20grams coffee = 340 Mils of water)
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Total brew time: 2:45–3:30
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Water: 200–205°F / 93–96°C
What you’re aiming for in Shift
With the Brazil base back where it belongs, Shift should land with bar-nut (almond/peanut), caramel, and a little citrus lift on top. It’s also especially good with milk.
And yep. You probably found us because of that New York Magazine moment.
Now, a thought.
If you found us because of that NYMag moment, thank you. And if you’re dialing in your ritual at home, we just dropped some new brewing gear that pairs beautifully with Shift.
And if you want to explore deeper brewing guides, origin stories, and sourcing philosophy, the blog is where we keep all of that!