The American Heritage Dictionary defines “HAIR RAISER” as

“one that causes wild excitement…or thrills.”

So what is HAIR RAISER?

It’s the most thrilling, exciting, best dang gourmet coffee you’ll ever taste. It’s dark, strong and intense – but it’s also full of elegance, flavor and finesse. HAIR RAISER is not a line of coffees to suit everyone; it’s a single, serious dark-roast blend for true coffee aficionados only. It’s an authentic French roast, the real deal for an awesome espresso or insanely good home or office coffee.

HAIR RAISER stands out. One glance and you know it’s different from other specialty coffees – darker, deeper, richer. One smell and you know it’s the freshest, most fragrant coffee anywhere. One taste and you’re hooked. HAIR RAISER is bold yet never bitter, powerful yet refined, seriously strong yet sensuously smooth. It brews dark to soothe your senses, stimulate your attitude and give you a whole new coffee experience.

They say that 35 percent of coffee drinkers prefer dark-roast coffee. Could be more, could be less. But you know who you are, and so do we. You’re no ordinary Joe (or Jo), so why should your coffee be? You like it dark and rich; you like it strong, sassy and classy. You’re a 35-percenter, so don’t hold back – go all the way with HAIR RAISER.

Who drinks HAIR RAISER? Dark-roast partisans of all persuasions – students cramming for exams, moms juggling kids while training for triathlons, digital wizards seeking the next killer app, fast-trackers, forward thinkers, craftsmen and maestros and surfing CEO’s. HAIR RAISER is for those who go their own way – even if it means inventing a new way. It’s for those who grab life and don’t let go, for visionaries who are always up to the next adventure. It’s for those who see the “kind” in human kind, the colleague in the competition, the endless in the infinitely small, the possible in the obstacle, the luxury in the little things – like a cup of HAIR RAISER coffee.

Like them – like you – HAIR RAISER stands out, from the bold graphics on the glossy black vacuum-sealed bag to the rich brown coffee inside. Like you, HAIR RAISER is better and different. It’s dark, strong, and beautiful. It’s a new realm of coffee that will blast your attitude into a completely different orbit.

The HAIR RAISER Difference – Roast it Dark. Roast it Right.

When HAIR RAISER was introduced in 1995, it was immediately given the award as the year’s Best New Product by the Specialty Coffee Association of America. Clearly something was up, and great beans were part of it. HAIR RAISER is, of course, made from only the finest arabica beans, not the more common, less-refined robustas. The beans are picked from carefully tended plants in equatorial jungles and mountain cloud forests in three countries on two continents. There are no better beans.

But the real secret to HAIR RAISER is in the roasting.

“We roast dark,” says HAIR RAISER founder John Goerke, “and then we roast darker. And not all roasting machines are good for that.”

So John went looking for one that was. His quest led him to a company in Spain, which surprised him. “You don’t hear a lot about Spanish coffee,” he says, “but it’s phenomenal. The Spanish are just happy drinking it and don’t feel the need to make a big deal about it.”

John likes to say that HAIR RAISER is “power-roasted.” There are two schools of thought in coffee roasting: One camp roasts slowly and cools the beans slowly; the other roasts and cools quickly. “We roast fast and throw a lot of BTUs at the beans,” says John.

That’s power roasting. The process is harder to control – a few seconds too long and the batch is ruined. But fast, high-temperature roasting yields the optimal result – a rich, dark supremely fragrant Southern European roast that brings out the full potential of each premium bean. There are three different beans in HAIR RAISER; two are French roasted, the darkest roast, and one is given a “double French roast,” which means the beans are taken just beyond the usual French roast.

This requires extremely high temperatures that can cause the chaff from the roasting batch to burn like paper and flavor the beans. But with its powerful and efficient airflow, the high-tech, gas-fired, diagonal-draft Spanish roaster expels burned chaff and particulates, eliminating any off flavors. The result is a clean roast with an extraordinarily pure taste. And because it’s so pure, the coffee can be brewed stronger, giving it the superb flavor and body and the smooth, lingering finish that distinguish HAIR RAISER.

“The experts tell me that’s what makes HAIR RAISER heads and shoulders above the rest,” co-owner Bourke said. “It’s a dark roast blend with a smooth finish. It’s got that good smell, a good taste, a strong taste, and a full taste of a dark roast.”

Sure, there are other dark roasts out there, and more people are discovering how good dark-roast coffee is. But many of them have a slightly burnt or bitter flavor. Not HAIR RAISER. It’s smooth, it’s clean, it’s pure. It’s perfect every time.

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