You must start with fresh coffee. When you walk down your grocery aisle and see coffee that appears to be contained in a vacuum packed bag … beware. Fresh coffee gives off a gas, and when this process stops the coffee has lost much of its quality. Look for a bag full of air. Buy whole beans and grind it yourself. Fresh coffee made with our preferred method of a French press will have a foamy head on it, because it is giving off CO2 – a good thing! Water temperature is critical for a good brew. Shoot for 195 to 200 degrees. The easiest way to achieve that temperature is to boil water and then let it cool for 30 to 40 seconds. There are other variables you may want to experiment with such as grind size and brew time. You can store coffee beans in the freezer for a few weeks, but never let your entire stored amount thaw, just the portion you need for the moment. This can be a fun process to identify your personal, consistent and ideal cup of coffee.