The 15-15-15 Coffee Rule.

The rule goes like this: green coffee beans – those that haven’t yet been roasted – can stay fresh for about 15 months if stored properly. Once roasted, however, the clock starts ticking fast. The aromatic oils and volatile compounds that give coffee its character begin to fade almost immediately, meaning roasted coffee maintains its peak flavor for only about 15 days. Beyond that, oxidation and moisture start to dull its brilliance, turning once-vibrant flavors flat and lifeless.

But the most dramatic drop in quality happens when coffee is ground. The moment you grind those beans, their delicate aromas rush into the air – wonderful for the nose, disastrous for longevity. Within just 15 minutes, most of the coffee’s essential flavor compounds have escaped, leaving behind something that tastes hollow and tired. The 15-15-15 Rule reminds us that coffee is at its best when it’s fresh at every stage – roast recently, grind just before brewing, and savor immediately in an iconic Anthora cup. It’s not about being obsessive; it’s about respecting coffee’s fleeting nature and catching it at its most alive.

Dedicated to preserving the legacy of the iconic Anthora coffee cup – a true symbol of New York City’s street culture, corner delis, and daily rituals – NY Coffee Cup celebrates its enduring design, cultural significance, and place in coffee history, both in NYC and beyond.