More than just a jolt of energy in the morning or a caffeine kick to pull an all-nighter for finals, coffee is a real obsession in America. People drink coffee because it means something to them. Between the rich flavors and sense of lifestyle, it serves as a way to socialize and boost productivity in this constantly moving society.
Europeans on average drink more coffee than Americans, but its cultural importance and meaning to society lags far behind that of America. With a Starbucks on almost every street corner and chains such as Dunkin’ Donuts now selling their coffee grounds in supermarkets, it is hard for any American to avoid the craze. The common phrase, “Wanna grab a cup of coffee?” is a go-to pickup line embedded in American culture that represents the transformation of coffee from just a morning pick-me-up to social interaction. In addition, society “normalizes” behaviors associated with coffee through “ritualized inebriation” (Sexton). This comes from a study done on patrons at Mardi Gras that says alcohol consumption is very much part of the experience because the community sees everyone doing it, so they believe that specific behavior is expected. By drinking coffee as a means of performing tasks in the workplace, individuals believe they are achieving optimal levels of productivity. It is a crutch to get through the day even if it is not actually doing anything for the body. Much like the placebo effect, there is a sense that carrying coffee means that person is productive even if they are not actually working. Coffee then becomes a status symbol.
With the invention of instant coffee in the year 1900, America officially established itself as the fast-paced society it is today. By 1956 coffeehouses were a symbol of cultural movements, revolutionary thinking, and controversial debates. A place for poets and intellectuals to discuss philosophical and political issues as they sip on their cappuccinos, coffeehouses are to this day a destination for freethinkers to come together as they move our society forward. After learning the secret of roasting beans from their friend Alfred Peet of Peet’s Coffee, two teachers and a writer came together to form the world’s largest and most recognized coffee industry Starbucks in 1971. However, the company only sold fresh roasted beans until Howard Schultz bought the company in 1987 with the vision of an expanded menu included coffee and espresso drinks. From the 1990’s through the 2000’s, a new Starbucks location opened every weekday, conquering every street corner across the globe. Fast-forward to today and coffee is now the second most traded commodity in the US with 400 million cups consumed daily (Peaberry).
A place for first dates, late-night study sessions, personal alone time, or group get-togethers, coffeehouses serve as a haven for every kind of personality. Some go as their guilty pleasure, some to escape the stresses of the world, and others to enjoy the laidback ambience. Whether it’s a local mom and pop café or Starbucks chain, the coffee experience extends well past that iconic mug of liquid gold. It doesn’t matter if you order a tall dark brew, blended caramel frappuccino, frothy cappuccino, or just a simple plate of crumb cake; coffeehouses offer something for everyone. Lined with worn-in couches, stocked bookcases, and plenty of outlets, shops invite students and professionals alike to lie back, open their minds, and make a change in the world.
The coffee sensation has even taken on an art form, with the introduction of latte art. Serving up intricate designs, baristas pour steamed milk into a shot of espresso resulting in patterns of heart, leaves, and other foamy embellishments. Whether it is just for the pleasure of the customer or on an international stage, latte art is judged based on aesthetic beauty, definition, color infusion, degree of difficulty or creativity, and speed.
Moreover, there are different kinds of coffee drinkers. There are the men and women armed with travel mugs, running out the door to important board meetings or class lectures. There are those that prefer to wake up early with their tall cup of Joe as they casually read the morning paper or check emails. Some people lay out a specific time for coffee in their day, whereas others only like to grab a cup at Sunday brunch. Associating themselves with specific coffeehouses and tossing words around like “Free-Trade” or organic, coffee goers look to establish a certain image by associating themselves with various elements of the experience. In the book The You Code, body language experts Judi James and James Moore dissect the personality differences associated with types of coffee drinkers. Black coffee drinkers are typically sharp, neat, no-drama professionals with large piggy banks. Espresso drinkers are exciting, energetic fast-talkers that may be on the moody side at points, but they are always looking for a good time. Similar to the drink itself, cappuccino drinkers are frothy and bubbly. These cute, loving, honest, and hard-working individuals put a lot of effort into personal relationships. On the other hand, mocha drinkers find it hard to commit to anything long-term, but are complete romantics that love to be in love. Latte lovers like to savor their coffee, pondering life and its complexities. Indecisive at heart, they are laid back, calm, and supportive in a relationship. Frappuccino drinkers are the trendsetters with an adventurous spirit and eye for a challenge. Making friends easily, they usually need someone to keep them in check, as they are usually the life of the party. Lastly, you have the decaf soymilk drinker that can be picky, fussy, self-righteous, and high maintenance (D’Costa).
The Facts:
• 31% of coffee drinkers make coffee the most important part of a morning, brewing a cup first before any other morning behavior.
• 65% of coffee consumption takes place during breakfast hours.55% of coffee drinkers would rather gain 10 pounds than give up coffee for life.
• 52% of coffee drinkers would rather go without a shower in the morning than give up coffee.
• 49% of coffee drinkers would rather give up their cell phone for a month than go without coffee.
Sources:
America’s Coffee Obsession: Fun Facts That Prove We’re Hooked. (2011, February 11). Retrieved from http://www.huffingtonpost.com/2011/09/29/americas-coffee-obsession_n_987885.html
D’Costa, K. (2011, August 11). The Culture of Coffee Drinkers | Anthropology in Practice, Scientific American Blog Network. Retrieved from http://blogs.scientificamerican.com/anthropology-in-practice/2011/08/11/the-culture-of-coffee-drinkers/
Knikker, R. (2005, March 3). The Coffee Culture in the USA. Retrieved from ezinearticles.com/?The-Coffee-Culture-in-the-USA&id=18258
Sexton, R. (2001). Ritualized Inebriation, Violence, and Social Control in Cajun Mardi Gras Anthropological Quarterly, 74 (1), 28-38 DOI: 10.1353/anq.2001.0010
Peaberry (n.d.). Coffee History 1900’s. Retrieved from http://www.gocoffeego.com/professor-peaberry/history-of-coffee/1900