Sparse but beautiful, like a good decaf

Recently I bought a jar of Percol decaffeinated instant coffee (pictured below). On the back of the jar there's some blurb about Columbia Colombia, where the coffee is grown. I'm somewhat bemused by this sentence:

This landscape is sparse but beautiful in it's own way, like a good decaf.

Never mind the apostrophe - how can a coffee be "sparse but beautiful"? Sparse in flavour?

The coffee isn't bad, by the way, as instant decafs go.

Percol decaffeinated coffee


Vincent said...

Sparse in caffeine content, presumably.

Robert said...


(one of my pet hates!)

Garwoofoo said...

Yeah, to be fair JD you do have a big picture of a jar there with the word clearly spelled correctly!

JD (The Engine Room) said...

Argh! When I was composing this post I wrote 'Columbia', then realised my mistake and changed it to 'Colombia'. After that I decided that the entire paragraph was clunky and recast it - only to write 'Columbia' again.

Vincent - yes, presumably. But I think 'sparse' would more appropriately describe a reduced-caffeine coffee than a decaf.