Albuquerque’s original premier Specialty roasting company, Red Rock Roasters, has remodeled its offices to offer a brand new coffee tasting space, to educate and engage Albuquerque’s coffee lovers. The new design accommodates a cupping lab and coffee event experiences, and provides a more comfortable retail space from which to conduct daily business and sales.
“This space is the culmination of a dream,” says Rachel Langer, Red Rock Roasters’ Coffee Director. “As wholesalers, we’ve missed the direct connection to the consumer. Now we finally have a unique space where we can share our decades of Specialty coffee experience with our friends, customers, and anyone who loves coffee.”
A new classroom-style cupping lab, with a view to the roasters and warehouse, will accommodate classes and tastings, both for business clients and the public. The new retail space will display coffee beans roasted daily on the premises, home coffee brewing equipment and barista accessories and, most importantly, the kind of education and support coffee lovers and corporate customers have come to expect from Red Rock Roasters.
Designer and architectural planner Marya Beauvais of The Design Girl worked with Red Rock Roasters to create the clean, contemporary design that reflects so well on Red Rock Roasters product and service.
“We wanted to create something that was warm and inviting so that people can be comfortable asking the coffee questions they may have been a little afraid to ask,” says Langer. “I see my role—as someone who grew up in Specialty coffee and has seen so many trends come and go—as a debunker of extreme coffee ideology and translator of marketing jargon, and this space will be the locus of a more inclusive and authentic Specialty coffee experience.”
Saturday, February 11th will be Red Rock Roasters’ inaugural class at the renovated space, in which they will cover Roast Levels. Red Rock Roasters will be roasting the same coffee in four different ways (including roast defects) so you can discover the roast level you enjoy most, and understand what effect roasting has on quality green coffee.
“A cupping lab and tasting room for coffee is just like a winery’s tasting room, only for coffee,” says Nancy Langer, Managing Partner at Red Rock Roaster. “Cupping is a standardized way of evaluating coffee, and is how you develop a critical palate for coffee assessment. It is fun, and helps expand our appreciation of coffee beans, origins, blends and roasts.”
The renovated space is also available for private coffee experiences and parties upon request. “We have found that coffee classes can be a fun way to bring people together,” says Langer, “and we’re happy to customize events around your areas of interest.”
Red Rock Roasters is located at 4801 Jefferson St NE, Albuquerque, NM 87109, and is open from 9-5 Monday-Thursday, and 9-2 Fridays.
Classes are offered every second Saturday and are free (with suggested $5 donation to the Cafe Femenino Foundation) but space is limited. Register here.
About Red Rock Roasters: Red Rock Roasters, founded in 1993, is a family-owned multi-generational Specialty coffee roaster based in Albuquerque, New Mexico. Red Rock Roasters conscientiously source the best green coffees in the world and roast them with the care and professionalism they deserve, for the consumer and commercial markets. Coupled with their equipment and accessory lines, curated teas and hot beverage alternatives, they continue to lead the way through Third Wave coffee trends and beyond.