We weren’t entirely sure what to expect out of Wednesday night’s ‘Specialty is Dead: Calling Bullshit on Coffee Marketing Buzzwords’ event. It was by far the most anticipated event selling out in under 48hrs.

Evidently, the subject had struck a chord for many people in and out of the industry.

It showed on the night too. It was one of those increasingly rare occasions at a talk or panel discussion, whereby hushed attendees were captivated by the conversation. They were all ears.

Even an hour in there was no squirming, no heads down checking Instagram, no quiet whispers between people at the back of the room. You could have heard a pin drop.