Curiosity and Desperation.
New beginnings. Arjun Haszard, founder
I was 24 when I followed my heart to Dunedin. Unfortunately when I arrived, for months I couldn't find work. So I enrolled to study at the University there and during this time I found myself with time on my hands. A blank slate some would say.
Earlier that year my mother had given me some large mason jars; she'd been tinkering with a feijoa liqueur recipe as she had some feijoas that were about to turn. The process involved mixing Brandy, Feijoas, limes and sugar and leaving it for some time. She suggested I make my own feijoa liqueur but when it came to the time to tinker I didn't have feijoas. I did however have a liking for coffee. So using Mums recipe (but switching out the feijoas and limes for coffee) I made a palatable coffee liqueur. I enjoyed sharing it with friends and family who visited and occasionally tinkered further with the recipe. All with household ingredients.
Many months later I found myself visiting friends in Wellington, and I was talking to a friend who worked as a barista at a theatre. He was explaining how during an intermission he had a long line of coffee-lovers, and he had to rush to make the coffee fast enough while retaining the quality. It hit me like a freight train; I realised there was a connection between real, organic coffee and people who are possibly artistic, creative, theatre-going, fun-loving, worldly and social.
I wanted to make a liqueur for them. And I envisaged it at every theatre and restaurant, replacing those night time coffee drinkers.
There was much to learn, Coffee, as it turns out, is one of the most complex food or drinks in the world and with 900 volatile compounds it was going to be tricky making a coffee liqueur with nothing artificial. But I was curious. And desperate. And so after a year and a half of testing I found a recipe.
From there it sold to a handful of bars and liquor stores in Dunedin. With time and effort it slowly grew to more few bars, restaurants and liquor stores across the country. And from there it grew to become the premium coffee liqueur of choice in the finest bars and restaurants in New Zealand.
Throughout the creation process, I felt that the product is best shared with close friends. Have it neat, in front a roaring fire, and let the conversation flow.
Some information you might find useful about quick brown fox:
There are only five ingredients in this product: Coffee, Water, Cinnamon, Alcohol, Sugar.
This product is suitable for the vegan connoisseur. I would like to say it's suitable for the coeliac connoisseur but I really don't want to accidentally harm you. I can tell you the ingredients are above, and assure you that we operate out of an incredibly clean commercial kitchen.
This product contains alcohol at 20% by volume. The ethanol is derived from Australian wheat grain and is of premium quality.
There is approximately 20mg caffeine per 30ml serve. That's about a third of a cup of espresso based coffee.
The product is called 'Quick Brown Fox' to conjure memories of learning to write, the foundation of communication. You may recall writing the pangram "A quick brown fox jumps over the lazy dog". This is the shortest most succinct sentence in the English language that contains every letter in the alphabet.