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COFFEE

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by

Bryn Kenny

on 30 April 2013

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Transcript of COFFEE

The Emergence Of Coffee In America America The Caffeinated,
The United Addiction To Coffee Coffee & Coffee Houses in Colonial & Revolutionary Times Coffee was also thrown into the Boston Harbor during the Boston tea party, yet was not effected during the tea act which spiked it's popularity in the colonies
After the Boston Tea Party Coffee began to be known as the "King of the American breakfast table", and the American Beverage.
In the late 17th century New England had it's first coffee house, which spurred an a coffee house culture
Coffee houses served as a cultural mecca for colonists
Became a meeting house
the Green Dragon, one of the most famous coffee houses was referred to by Daniel Webster, a revolutionary as the "headquarters of the Revolution." Coffee During the Civil War Coffee was extremely popular
When there wasn't time to boil water soldiers would just chew on coffee beans
Soldiers liked coffee because:
Considered the best thing on their menu
Rarely went bad.
The union forces controlled the coffee so the Southern Confederacy was cut off from it.
Northern solders got whole bean coffee, sometime ground.
Southern soldiers were given "essence of coffee". Coffee In The 20th Century Starbucks Era Works Cited Billings, John D. "Hardtack and Coffee." Hardtack and Coffee. N.p., n.d. Web.
21 Apr. 2013. <http://www.legendsofamerica.com/ah-hardtackcoffee.html>.
Howard, Brian Clark. "How Coffee Changed America." Weblog post. National
Geographic News Watch. National Geographic, 19 Jan. 2012. Web. 21 Apr. 2013. <http://newswatch.nationalgeographic.com/2012/01/19/coffee-changed-america-infographic/>.
Norris, David A. "How a Coffee Played a Role in Civil War." CNN. Cable News
Network, 29 Oct. 2007. Web. 21 Apr. 2013. <http://www.cnn.com/2007/LIVING/wayoflife/10/29/mf.coffee.confederacy/>.
Ukers, William A. "ALL ABOUT COFFEE." COFFEE. THE TEA AND COFFEE TRADE
JOURNAL COMPANY, n.d. Web. 21 Apr. 2013. <http://www.cluesheet.com/index.htm>.
Works Cited “History of Coffee : All About Coffee History.” Talk About Coffee. Web. 26 March 2013.
http://www.talkaboutcoffee.com/history.html
“The History of Coffee.” National Coffee Association USA. National Coffee Association ofU.S.A. Inc. ,
n.d.Web. 26 March 2013. http://www.ncausa.org/i4a/pages/index.cfm?pageid=68
Tucker, Catherine M. Coffee Culture: Local Experiences, Global Connections. New York, NY: Routledge,
2011 E-Book
Byron, Ellen. "Making a Better Cup at Home --- More U.S. Homes Adopt Single-Cup Machines as Coffee
Culture Goes Self-Serve." Wall Street Journal: D.1. 21. Nov. 2012. ProQuest. Web. 28 Mar. 2013
.Richter, Sharon. "Need a jolt--or a kick in the pants?" USA Today Mar. 2013. Web. 28 Mar. 2013.
The Coffee Culture in NY. Dir. Pau Guinart. Perf. Pau Guinart. YouTube, 15 July 2010. Web. 28 Mar.
2013. Instant Coffee 1903- in Chicago, Illinnios a japanese chemist, Dr. Sartori Kato created instant coffee
1910- George Washington(inventor) branded instant coffee and commercially sold it.
1938- Nescafe introduced a more advanced coffee refining process

Instant coffee was popularly used in both World Wars. Decaff Coffee In 1903 a german coffee merchant accidentally stumbled upon the Decaffeination process. Coffee in WWI Coffee rationing began on Nov 29, 1942.
the ration was due to the high demand for the coffee bean by both civilians and the military. Why Did Starbucks Become So Sucsesful? The first Starbucks was in 1971 by three partners Jerry Baldwin, Gordon Bowker, and Zev Siegel in Seattle, Washington.

In the 40+ years Starbucks has expanded from one store to almost 11,000 locations world wide.

Starbucks became a mega-empire by creating a sub-culture
It's own personal language
Marketing as "exotic"
Playing with class roles
Identifying customers Creation of a Language Sizes:
Tall
Grande
Venti
Trenta Unique Drinks:
Macchiato
Frapiccino
"Skinny" drinks The creation of a unique Language that conveys authenticity and quality. Selling "Exotic" Indulging customer's hunger for travel and culture by selling beans from exotic countries like:
Panama
Peru
Tanzania
Indonesia Makes consumers feel culturally educated. Starbucks and Class Roles Today a Caramel Macchiato, a popular drink at Starbucks goes for about $4 for a tall (small). Starbucks overprices their drinks to create a feeling of "high class" coffee The Third Wave
Coffee Connoisseurship New Forms of Brewing Aeropress Syphon French Press Individual cup makers Pour over method Seattle, Washington Seattle has became known for its booming coffee culture. Craft Beans Rise of artisan coffee roasters

New smaller roasting machines.

“Know your farmer” movements

Heightened interest in the gastronomy and different notes in the coffee Identifying customers Starbucks also suceeded by creating an individual drink identity for each customer.
Customers feel attatched to drinks as they are their own
Can create unique specialized complicated drinks
personalizes the experience The Green Dragon Northern Soldiers enjoying coffee Chemex The Second Wave The First Wave
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