Coffee rituals... All around the world

         It has been said many times that coffee is a common beverage, drunk all over the world. In Western countries, coffee is mainly associated with the morning ritual : waking up, having breakfast and starting a new day. However we have no idea of all the different ways of drinking coffee all over the world.
Let us do a quick travel in the world of coffee!

        According to the website of the coffee brand "Illy", we can observe diverse ways of drinking coffee.

- In Italy, for instance coffe is part of the cultural legacy, coffee is taken seriously. In 1645, the first

"house of coffee" has been inaugurated in Venizia. Coffee is often taken at a "bar" (invented as well in Italy) in the morning. 

- Meanwhile in France, coffee is really appreciated in the morning at home, and softer than in Italy. 

- In the US, the context in which you drink coffee is less important: you can drink it whenever you want, wherever you want in paper cup or big mugs. 

- In Turkey, coffee play an important an important role in the social, political and religious spheres. For instance, women will be judgent before marriage to prepare a good coffee.

 - In Japan, coffee is considered for its physical virtues. Japanese people use to drink it cold in small cans.  

- In Sweden, coffee is associated to a relaxing and sharing moment called "fikka". During a fikka, either at school or at work, swedes have to drink coffee and to eat a piece of cake or "cannelbulla". It is a ritual of socialization and you cannot escape it unless you will be considered as rude by yours collegues. 

       All these histories and habits around coffee show us well that depending on the national or social background, coffee means differents things: energy, coolness, classiness, cosiness, moment of sharing. 

These associated words and ideas to coffee are important for a brand while implementing its strategy. Premium brands such as Nespresso or Lavazza tends for instance to regard coffee as a sacred and sophitiscated product, like it has been looked at, in the Italian tradition.