Tasted at Sea Otter: Lachlan Morton’s Pretty Great Instant Coffee

Lachlan Morton, the EF Education-EasyPost rider renowned for his ultra-endurance feats, has officially launched his own line of instant coffee, aptly named "Pretty Great Instant." Unveiled and sampled at the recent Sea Otter Classic, the product has garnered surprisingly positive reviews, with one prominent cycling media outlet declaring it "by far the best" instant coffee tasted, challenging the widely held perception of the category.

This venture is a natural extension for Morton, whose unconventional approach to cycling often involves self-sufficiency and embracing the less glamorous aspects of the sport, like bivvying and minimal support. His well-documented preference for coffee, particularly during grueling long-distance rides, makes this a fitting, if somewhat unexpected, entrepreneurial foray. It also taps into a growing market for niche, high-quality consumables within the cycling community, where riders often seek out products aligned with their lifestyle and values.

Morton's foray into instant coffee is a shrewd move, blending his personal brand with a product that perfectly suits the "unbound" ethos. It’s a testament to the fact that even the most discerning palates can be swayed when a rider puts his name, and presumably his taste, behind it.