Why Is Espresso Growing in Popularity?
About five years ago, espresso began coming into its own as a consumer-friendly beverage that could be consumed on a daily basis. American coffee drinkers began seeing espresso as an alternative to their lattes, cappuccinos, and even black coffee. Espresso is just as popular today, maybe even more so.
So what gives? Why is espresso gaining ground over more traditional coffee drinks? No one knows for sure, but there are a lot of theories worth exploring. They cover everything from culture to health benefits and the global mindset.
The Coffee Culture
Our modern coffee culture was born out of the early days of the suburban coffeehouse made popular back in the 1990s. And just as we’ve seen with almost every other cultural movement in America, change happens quickly and frequently. Cultural movements work that way. What’s hot today becomes passé tomorrow and is eventually replaced with something else.
The rise of espresso in America is undoubtedly influenced, at least in part, by the evolution of the coffee culture. People have latched onto espresso as a drink that is distinctly different compared to regular black coffee served in a white cup with an accompanying saucer.
The fact that one drinks espresso in 1-ounce shots rather than 8-ounce cups also plays into the coffee culture. It is seen as more sophisticated. It is seen as evidence that you are consuming bitter coffee because you actually like the taste. You’re not just trying to up the caffeine content in your blood.
Caffeine’s Health Benefits
Medical science has come to understand that moderate use of caffeine does have certain health benefits. We will not get into those benefits here, as we have done so in a previous blog post. The point is this: American consumers are trying to live healthier lifestyles these days. Many see caffeine as a natural supplement that can be used daily to improve one’s health. And because espresso contains more caffeine by volume, one shot in the morning may be perceived as a healthier option to an 8-ounce cup of coffee.
The Global Mindset
Finally, we cannot discuss the rise of espresso without exploring the global mindset. For the record, Italians have been drinking espresso for hundreds of years. It is not a new drink. Having said that, espresso wasn’t really popular here until five or six years ago. Some suggest this is because Americans did not begin to adopt a global mindset until the early 2000s.
Drinking espresso may give some people a sense of being more connected to the global community. It probably also gives some espresso drinkers a sense of superiority or self-importance for thinking beyond America. It is easy to start thinking, after just a couple of shots, that the best coffee is found in Italy or elsewhere.
Here at Galaxie Coffee, we are all about giving customers whatever kind of coffee products they want. Whether you prefer a light coffee shop roast or a dark, rich espresso, you can count on Galaxie to deliver.