The Coffee Culture

Coffee culture
by Ed Biado
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“Coffee culture” is a term used to describe the social phenomenon of coffee, and its derivatives, acting as a social lubricant. It’s an old concept that has taken a new meaning because of recent developments. Here’s what it’s all about:

1. Historically—The formation of culture around coffee dates back to the 16th century. Coffeehouses were traditionally social hubs and artistic and intellectual gathering places. They were known for slow-paced gourmet service and really relaxed and tasteful ambience.

2. Scientifically—Some studies suggest that coffee can really make drinkers more talkative and social. This is indicative that the atmosphere plays a major role in coffee culture, maybe just as much as coffee itself does.

3. Turning point—The explosion of coffee shops in Seattle, Washington, a trend mirrored throughout the United States and eventually, the rest of the world, redefined “coffee culture” as a fast-paced environment and a highly-competitive market. It’s an $11-billion industry in America alone.

4. The media connection—Coffee culture is a mainstay in many comic strips and is portrayed in multiple ways in TV and movies. The sitcom, Friends, revolved around the friends’ hangout place, Central Perk, a coffee shop. In many motion pictures, almost everyone going to work in the morning is shown with take-out latte. The film version of Bewitched even makes a coffee culture assumption, with the lead character implying that people go to coffee shops to talk about unsolvable problems.

5. Influencing Asia—The trend is quickly spreading in the eastern hemisphere. Starbucks has projected China to be the largest international market for coffee outside the United States. In the Philippines, there are more than 150 Starbucks outlets (133 are in Metro Manila), almost 30 of The Coffee Bean & Tea Leaf branches and many other international and local companies.

6. Consumer profile—Coffee is an age-old drink, but the main audience of modern coffee culture is mostly composed of young urban professionals who are capable of or are willing to spend more on the commercialized international chains, rather than make their own cup at home. These are highly-social individuals who frequent coffee shops more than twice a week, either to hang out or simply grab a cup to go.

7. 1001 flavors—Aside from the usual coffee concoctions like espresso, café latte, café au lait and those other Parisian favorites, coffee shops are creating more versions of coffee on a daily basis. Flavors are also seasonal, especially during Christmas when peppermint and gingerbread specials are available.

8. Hot vs cold—In places with warmer climates, cold coffee is turning out to be more popular than the traditional hot coffee. Different iced and ice-blended versions of hot coffee are regularly available. In fact, many cold drinks are not available warm, like in the case of The Coffee Bean, where The Ultimate and The Extreme are exclusively ice-blended.

9. Work and leisure—Coffee shops, although a popular social place, is also for business. It is one of the most preferred venues for informal meetings, especially among freelancers. That, in part, has led to many establishments offering free internet connections to patrons, usually through Wi-Fi.

10. Marketing aspect—As with popularity comes criticism, the coffee industry is always looking for ways to sell its product. Health benefits of coffee are constantly being studied and new ways to make it healthier are being explored (or example, green beans). Coffee is being marketed as a potent antioxidant. Soy is introduced as a milk-alternative for the lactose-intolerant and health-conscious... the list goes on.


THE SOURCE