Forget Gin being the drink of the month, Vodka the choice of the millennials, bubbly for the boomers, or beer for the boys, there is one drink that is the drink of this century traversing generations, socioeconomic status, and careers – it is coffee. And its a Phenomenon. According to Wiki,” Caffeine is the world’s most widely consumed psychoactive drug”.
I watched with interest a show this week which covered the health concerns of coffee to see if there was a link to Cancer and reporting that they are now indisputably sure from research conducted, that there is no link between Coffee and Cancer. It went on to say however if you have it too hot you could scald your esophagus and that could cause cancer….
But regardless, it is such a phenomenon and I think about this subject regularly. To create such a worldwide industry around a natural product is just, well mind blowing. It enhances people’s lives on a daily basis. It is a personal pleasure, a necessity for some, a lifestyle for others and a livelihood for many. We all have an opinion on the best blend, brand name, country of origin, fair trade, best barista, important milk qualities etc
It has created industries, it has made millionaires, it has employed hundreds of thousands, it is an art form, a matter of pride, a phenomenon.
The add on sales with little tiny bikkies, freckles, cups, umbrellas, table settings, coffee machines, whitening toothpastes, spoons, vanilla, milk, sugar, coffee vans are phenomenal.
It’s a revolution. But where does it end? What will replace it? What did IT replace or is it like water – we all drank it but just didn’t need to make a big deal of it?
It offers enthusiasts the ability to be self employed, be an entrepreneur, a master in their industry, someone to be admired for the quality and passion they offer, and the lengths they will go to, to source the perfect product. There are holes in the walls that are packed with coffee lovers and yet there are flash establishments that lie dormant as they didn’t get it right. There is a ‘look’ which also seems to denote the dedicated baristas – it is a bohemian look, an inner peace, an air of knowing you are in the business you love, it seems to be a good fit, it is pride, and it is a coming together of all people for a common love – coffee beans.
It is an incredibly social habit and maybe it has replaced a beer/wine and a fag. That was the meeting ritual of the 20th Century. Now you can’t drink, you can’t smoke, you can’t eat, you must exercise so you jog, cycle or walk to the coffee shop, grab a sit down or take away Latte/Cappuccino/Macchiato/Espresso/Long Black/Short Black/Flat White etc etc then pop that tiny little freckle or almond biscotti and there’s your social, physical, spiritual work out for the day plus your guilty pleasure.
It’s a phenomenon alright and I am not sure where it will go but like all things it will change, we will just have to wait and see when and how. Cheers!
