The Pulp & The Bean, a Crown Heights coffee shop, in November 2010 offered “The Dieci” (Italian for “ten”)—ten shots of espresso in one cup (20 ounces). “It just dawned on me that people really love espresso, so why not just give them a cup full of espresso?” said owner Tony Fisher. A sign outside said the drink was ““coffee porn in a cup,” but newspaper headlines shortened this to “porn in a cup.”
 
Similar expressions include “heart attack on a plate” (since April 1988), “heart attack on a bun” (since February 1992), “heart attack in a bag” (since January 1995), “heart attack on a stick” (since August 1995), “heart attack in a can” (since February 1998), “heart attack in a bottle” (since July 1999) and “blackout in a can” (since July 2010).
       
 
The Pulp & The Bean (pulpandbean) on Twitter   
Don’t forget to try our new drink The Dieci….Ten shots of espresso one cup
1:05 PM Nov 17th via foursquare
 
New York (NY) Daily News
Put your double espresso down, wimp ... 10-shot jolt ought to challenge true caffeine lovers
BY Erin Durkin
DAILY NEWS WRITER
Wednesday, November 17th 2010, 4:00 AM
A double espresso is for wimps at one Brooklyn coffee shop that’s serving up a cuppa joe with a 10-shot jolt.

“It’s 20 ounces of just thunder,” said Tony Fisher, owner of The Pulp & The Bean in Crown Heights.
 
“One giant cup of jet fuel.”
 
The 20-ounce drink, which went on sale Tuesday, is dubbed the Dieci, the Italian word for 10, but a sign outside brags it’s “coffee porn in a cup.”
 
At least one doctor says it may not be healthy; still, by afternoon, the shop had sold 16 cups to the curious - at $8 a pop.
 
“It’s never been done before,” Fisher said. “It just dawned on me that people really love espresso, so why not just give them a cup full of espresso?”
 
UPI.com
10 shots of espresso in one drink
Published: Nov. 17, 2010 at 6:31 PM
NEW YORK, Nov. 17 (UPI)—A New York coffee shop is offering a 20-ounce beverage with 10 shots of espresso billed as “coffee porn in a cup.”
 
Tony Fisher, owner of The Pulp & The Bean, said the Dieci, named after the Italian word for 10, went on sale Tuesday after he realized the all-espresso drink had “never been done before,” the New York Daily News reported Wednesday.
 
MSNBC.com
New 10-shot espresso drink is ‘porn in a cup’
No comment from Brooklyn coffee shop if item is for comatose or dead
By Daniel Trotta
Reuters
updated 11/17/2010 1:57:21 PM ET
NEW YORK — A Brooklyn coffee shop is offering customers a real jolt: 10 shots of espresso in a single serving with the nickname “porn in a cup.”
 
The Pulp & The Bean in the Crown Heights neighborhood put the item on the menu on Tuesday with the official name of “Dieci,” Italian for “10.” The nickname comes from a sign advertising the drink outside the store, whose specialty item was first reported by the New York Daily News.