Americans don't drink American coffee?

This year can be said to be the first year of capital coffee in China. From Lian Coffee to Little Blue Cup, various 020 coffees have emerged one after another and have begun to challenge the market dominated by Starbucks. Although the challenge has not been successful, at least we have thrown away Nestle's instant coffee bags.

As a long-term overtime worker, I often drink American coffee. I don’t like to add sugar or milk. I think it’s more refreshing. If it were ten years ago, if someone ordered coffee like this, I would definitely think that person’s brain was stuck in the door.

But did you know that Americans don't drink American coffee?

The coffee industry has been making headlines recently. Not long ago, Coca-Cola announced that it had reached a final agreement to acquire the coffee chain Costa for $5.1 billion, and Nestle also acquired the marketing rights of some Starbucks products for $7.15 billion.

Another thing that shocked the coffee world is that the first Starbucks in Italy finally opened in Milan, and there was a long queue! People in the birthplace of Espresso can't wait...

As the birthplace of Espresso, Italy has always had strict requirements on coffee. When it comes to drinking coffee, Italians have a deep contempt for American coffee. But this time they actually accepted American coffee. What happened to their agreement to only recognize Italian coffee?

Why do people say Americans don’t drink American coffee?

American coffee and Italian coffee have always been the two most difficult forces to reconcile in the coffee world. For example, Americans don't like American coffee, they prefer drip coffee. And adding a large amount of water to a portion of espresso coffee that is also diluted with water is called American coffee, but Italians only recognize espresso.

That’s why people say that Americans invented American coffee, but in fact Americans don’t like to drink it.

The coffee we usually drink is actually American coffee. In terms of marketing, Americans do know how to promote Italian coffee better than the persistent Italians. Today, Mr. A will talk to you about American coffee.

For most Americans, coffee is the "life-saving soup" for American guys, just like beer is the drink of Germans, wine is the life-saving water of French people, and tea is the must-drink water of Chinese people.

Coffee is not only a daily necessity for many people, but also the essence of American culture. More than half of American adults drink coffee every day, and Americans spend nearly $18 billion on coffee every year. In other words, coffee is the most valuable commodity in the world after oil, which is much more than the 80 billion yuan that Chinese people spend on crayfish.

But they are totally uninterested in instant coffee, and can even be said to be extremely disgusted with it. The pace of life of Americans is much more intense than that of Europeans, so this is also reflected in their coffee drinking. They often brew a large pot of filtered coffee, and because they add more water, the taste is relatively light, so Italians will complain about only drinking Italian coffee.

In fact, a long long time ago, Americans drank tea. At that time, coffee was just an accessory in bars and was not considered elegant at all. Americans started drinking coffee because of a famous event. Pay attention to it, it will be tested on in the college entrance examination - the Boston Tea Party.

It is said that the tea dumping incident was to protest against Britain's tax increase on American tea. American cowboys dumped all the British tea into the sea, and then everyone refused to drink British tea, just like the online boycott of Japanese goods today.

But if you don't drink tea, you have to find something to drink, so Americans found a substitute for tea - coffee. At this time, coffee was promoted as a patriotic drink for Americans, and they also shouted "If you don't drink coffee, you are not an American."

Then after the Industrial Revolution, with the advent of the glass industry and better bottom filtering technology, there were more changes in the way coffee was roasted and made. They began to put coffee beans into sealed cans and sell them.

Then, the westward expansion movement and the two world wars came, which gave rise to the large-scale development of coffee. Coffee became the "life-saving water" for American soldiers. American soldiers needed coffee to stay awake, but they couldn't spend time making coffee. They even invented the amazing operation of installing coffee grinders on weapons on the battlefield.

During this period, although the consumption of coffee in the United States was high, Americans became the spokespersons for coffee that had no requirements for quality and taste because they just wanted caffeine. From then on, it was nicknamed "cowboy coffee". It was this "coffee-crazy" behavior that stimulated the expansion of American coffee and made coffee the national drink of the United States.

So, who saved American coffee from the bad reputation of “pot-washing water”?

In the post-war 1950s and 1960s, the United States entered the so-called "hippie" era. At this time, the United States set off a wave of multicultural movement, and the taste of coffee also began to change at this time. All of this was started by a Dutchman.

In 1955, a young Dutch immigrant named Alfred Peet came to the United States. Born into a coffee family, he had to endure all kinds of "watery" coffee. He was angry and said: "I came to the richest country in the world, but I drink the worst coffee!"

So he opened a coffee shop called Peet's Coffee near San Francisco, and this Dutchman redefined it as "American coffee". The hippies at the time thought his coffee was bitter, but he was very cool.

Peet's Coffee has always adhered to the high quality and good taste of coffee, which is mellow, rich, and smooth. It hand-roasts each batch of coffee beans and opposes assembly line operations. It uses the expertise and care of baristas to hand-make each cup of coffee for each customer, and only makes coffee with soul.

As a result, its iconic flavor spread around the world, and the store also gained another nickname, "The Birthplace of American Heavy Roasted Coffee". And Peet's Coffee has gradually grown and become a well-known high-end multinational chain brand.

Although we usually don't have time to enjoy a cup of handmade coffee every day due to busy work, when we treat this simple drink with a more serious and even rigorous attitude, we will not only enjoy the taste, but also a greater joy.

On a hot afternoon, we happened to drink a cup of handmade coffee in the coffee shop downstairs of the company. We suddenly discovered that a coffee shop is not just a place to sell space. It is also a space where you can share the aroma of coffee with other customers and share the aesthetics and ritual of coffee with the barista. Isn’t it wonderful?