There’s a lot of coffee advice out there — some of it helpful, some of it just plain wrong. From old habits to social media takes, it’s easy to fall into routines that don’t actually serve your brew.
Here are seven common coffee myths that deserve to be left behind.
Myth 1: Coffee lasts forever if you keep it sealed
Even sealed, coffee doesn’t stay fresh forever. Whole beans start losing flavour within a few weeks of roasting, and pre-ground coffee fades even faster. Vacuum sealing helps, but it doesn’t freeze time. If your bag’s been open for a month, the flavour’s already dropped off.
The fix: buy in smaller amounts and use it while it’s fresh.
Myth 2: Storing coffee in the fridge keeps it fresh
The fridge is not your coffee’s friend. It’s humid, full of smells, and constantly fluctuating in temperature. Coffee absorbs odours fast, and moisture in the fridge can mess with the oils and flavours in the beans.
The fix: keep your beans in a cool, dry cupboard in an airtight container. No fridge, no clear jars on the bench.
Myth 3: All espresso is super strong
Espresso is concentrated, but it’s not necessarily stronger in caffeine than other methods. A long black made with more water and more beans can actually have more caffeine per cup than a single espresso shot.
The fix: choose your brew style based on taste and volume, not assumptions about strength.
Myth 4: You don’t need to clean your gear that often
Old oils and coffee residue build up quickly, especially in grinders, plungers and espresso machines. If your coffee tastes bitter or strange, your gear might be the reason. A quick rinse doesn’t cut it long-term.
The fix: give everything a proper clean regularly. Your tastebuds will notice.
Myth 5: Decaf is fake coffee
This one needs to go. Decaf is real coffee, just without the caffeine. And when it’s made well — like our Swiss Water Process decaf — it can taste just as rich, smooth and satisfying as regular beans.
The fix: don’t sleep on decaf. It’s ideal for late afternoons, reset weeks or anytime you want the ritual without the buzz.
Myth 6: Instant coffee is basically the same
Instant coffee and freshly brewed coffee are not in the same league. Instant is convenient, but it’s processed, dehydrated and often made from lower quality beans. It doesn’t give you the same depth of flavour or texture.
The fix: if convenience is key, brew a big batch and store it in the fridge. You can reheat or pour over ice for better flavour on busy days.
Myth 7: A scoop is a scoop — just eyeball it
Getting the coffee-to-water ratio right matters. Using too much or too little throws off the balance and can lead to bitter or weak brews. Eyeballing it every time gives you inconsistent results.
The fix: find your ideal ratio and stick to it. A scoop and some consistency go a long way.
There’s a lot of common coffee myths out there. But when you keep it fresh, keep it clean, and trust your taste, you’ll always end up with a better cup.
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