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Holding & Serving During no other phase in the development of coffee's flavor, from harvesting to roasting, does the degradation of the flavor occur as rapidly as it does once the coffee's been brewed. The freshness of the beverage is measured in minutes. The change becomes noticeable 15 minutes after brewing; after 30 minutes the beverage is no longer considered acceptable. After 60 minutes, the flavor will deteriorate to the point of being highly objectionable. Maintaining the brewed coffee's freshness is a function of both the temperature and the conditions under which coffee is held after brewing. The objective is to create a stable environment for the volatile aromatic and fragile taste compounds that make up coffee's delicate flavor. To maintain the freshness of brewed coffee's flavor, hold it at a uniform temperature between 175°F and 185°F in a closed and insulated container, without the application of direct heat. While the actual serving temperature is a matter of individual preference, coffee should be served in the average temperature range for hot beverages, 155°F to 175°F to be both physiologically and psychologically pleasing. Harvesting | Processing | Sorting & Shipping | Roasting Terminology Roasting Process | Brewing Methods | Holding & Serving | Storing Coffee |