Coffee has been grown, processed, roasted, and brewed for thousands of years. This age-old drink has become increasingly popular within the last decade due to the attractiveness of the modern coffeehouse (Shultz 1999:76-77), along with increased global marketing. Yet this popularity is perceived differently in various parts of the world. For example, two countries in which coffee is extremely popular are Italy and the United States (Coffee 2003). In both countries, the brew is enjoyed daily, and it is readily available at almost every restaurant or café. However, the impacts of coffee in Italy and in the United States differ because both countries have vastly diverse histories, cultures, and coffee consumption patterns. Furthermore, many differences are also displayed through the two countries' diverse introductions to coffee and their different locales of coffee purchasing and consumption. Another important difference is the countries' diverse brewing methods (Coffee Complex 2001:2). In addition, coffee is prepared as different types of drinks in Italy than it is in the United States, with different socials rules and taboos surrounding them, (Bug Services Limited 2000:1) and the countries utilize different brands of coffee (Kenny 2003:1). Finally, the two countries have separate substantial historical events, and different environments that the countries' coffeehouses, cafés, or coffee bars foster.
[...] It was developed in 1938 and eventually grew to represent thirty-four percent of all coffee drunk in the United States in 1978, its peak year. Today, it only accounts for less than ten percent (Dicum and Luttinger 1999:131). Types of Italian Coffee Drinks It is not enough to just know the different brewing methods of a country to understand its coffee. To truly know Italian coffee, it is necessary for the espresso to be understood first. Espresso is the basic Italian coffee and as previously stated, the base for all other mixed coffee drinks. [...]
[...] Coffee Research Institute Italian Coffee Consumption. http://www.coffeeresearch.org/market/italy.html. 10/07/03. Dicum, Gregory and Nina Luttinger 1999 The Coffee Book Anatomy of an Industry from Crop to Last Drop. New York: New York Press. Epinions, Inc Short Survival Guide for Drinking Coffee in Italy. www.epintions.com/content_1968480388. 10/09/03. Hickman, Martin. Scalding Victims Lose Fight to Sue McDonald's. The Independent 28 March 2002: 10. Illy Illy Espresso Illy la Cultura del Caffe. www.Illy.thecompany.com. 10/20/03. Italy Launches Quality Scheme for Cafes Service Great Espresso. Responsive Database Services, Inc. Business and Industry [...]
[...] Furthermore, in 1900 Hills Brothers began packing roasted coffee in vacuum tins and distributing them all over the United States (Coffee Research Institute 2002:1). In contrast to the main-stream Italian brands, most large American brands contain a mix of Arabica and Robusta coffee beans. This makes for a lower quality coffee, but at a less expensive price. These American coffee brands are the most popular in the United States, but recently foreign brands have become increasingly well-liked. Specialty stores have begun to introduce European, African, South American, and Asian coffee brands to the public (Pendergrast 1999:371). [...]
[...] Americans are more likely to add milk and sugar to their coffee or brew flavored coffee. In contrast, most Italians prefer their espresso black and many have never even tried flavored coffee (Pendergrast 1999:337-38). Italian Coffee Brands Another key difference between coffee in Italy and the United States is the different brands that are popular. In Italy, there are several major brands of coffee that are served in bars, cafés, and restaurants. Illy, Lavazza, Segafredo, and Mocambo are the most common brands (Epinions Inc. 2003:2). [...]
[...] This drink was not too expensive, and it was easily assessable (Dicum and Luttinger1999:12-13). Furthermore, coffee aroused interests not only as a “refreshing infusion (Lavazza but also for its healing powers medically (Pendergrast 1999:8-9). A leaflet printed in Milan in 1801 credited coffee as a for both minor aches and pains and chronic diseases (Coffee Research Institute 2002:5). The Appearance of Coffee in the United States Coffee was introduced to the American colonies by Captain John Smith in 1607 when he founded the colony of Virginia at Jamestown. [...]
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