User:Sunny Magdaug/sandbox

Evolution & Practices of Today’s American Coffee Culture

Our modern coffee culture is such a phenomenon in the US. Many social aspects of coffee can be seen in our modern-day lifestyle. The United States is absolutely the largest market for coffee by volume, followed by Germany and Japan.(1) Who would ever have guessed that the coffee culture in the United States would not have possibly existed, if it were not for Kenneth Roman, Jr., who was the president of the public relations firm Ogilvy and Mathers.

He suggested that by emphasizing value, quality and image for the survival of the coffee industry would be important, because in the onset of the 1980s, the 20-29 year old generation had little interest in coffee, and preferred soft drinks. They associated coffee with their parents and grandparents.