Let’s be honest—instant coffee has had a rough go. It’s been the punchline of every backcountry joke for decades. Burnt. Bitter. Tastes like regret. And yet, we kept drinking it. Why? Because we thought we had to. Because when you’re chasing elk at 10,000 feet or breaking trail in the dark, “good enough” felt good enough.

Until it didn’t.

This Is Coffee started with a simple question: what if your best cup of coffee didn’t come from your kitchen... but from a packet in your pack?

We didn’t reinvent the bean—nature already nailed that part. We just stopped cutting corners. We work with 5th-generation Guatemalan farmers who actually care about what they grow. We roast it right—not too light, not too dark. Then we freeze-dry it without killing the flavor or soul. The result? Real coffee. Instant. Tastes like it came from a French press. Packs like a granola bar. Works anywhere.

And yeah, it's waterproof. Because your gear should be tougher than the weather.

This isn’t boutique fluff. No “notes of elderflower” or “whispers of rainforest breeze.” It’s coffee that gets to the point—fast, strong, and damn satisfying.

And it’s not just for the mountains. This Is Coffee stashes perfectly in the console of your truck, the pocket of your ski jacket, your golf bag, your travel kit, or the side pocket of your carry-on. Hotel rooms, work trips, long flights—wherever you land, you’ve got a legit cup of coffee ready to go.

This is how instant coffee should’ve always been.