The Class and Culture Appeals of Coffee in Modern Society
July 30, 2011
Coffee. It’s been around nearly since the dawn of time. One of the first addicted to coffee and caffeine? Montezuma, emperor of the Aztecs in the mid-15th century. The first time coffee is referenced in history in the English language? The year 1598, right at the tail-end of the 16th century. So, obviously coffee has been present in society for centuries. Ever since, people have been enamored with the damn thing. Over 18,000 studies have been conducted in just the past few decades. Like the drink or not, it’s a very fascinating beverage to us humans. It’s got the caffeine buzz, the rich aroma, it can help calm nerves, and there are countless physical health benefits (although coffee also yields its fair share of negative health effects). Although centuries ago, people probably weren’t aware of some of the latter listed, they loved their coffee just as much as we do today. But why, all of a sudden, has coffee become such a staple in our pop culture?
About 40-50 years ago, coffee shops started to pop up more frequently around America. But not until about the mid ’90s and early ’00s did coffeehouses suddenly become an incredibly pop culture phenomenon. I think there are many reasons for this, one of which being the National Minimum Drinking Age Act of 1984, which raised drinking age to 21. I believe that coffeehouses and cafes became more of a part of college life after it became a reality for the majority of college students that they weren’t going to be allowed in bars. I mean, you’ve also got to figure in the fact that many Americans have slowly been shifting to try to live a healthier lifestyle, and a cup of coffee and a muffin offers a much healthier alternative to something like a bowl of Lucky Charms and a glass of orange juice both of which are most likely loaded with artificial sugars and sweeteners. Anyway, whatever the reason is, coffee has come to represent class and sophistication in modern society.
A businessman on his way to work. A college student on summer break around mid-morning on a Saturday. A young couple out for an afternoon stroll; maybe going to see a movie later. These are just a few candidates ready to cough up 4-5 dollars for a decent-sized latte or cappuccino. This has become modern day reality. Be it Starbucks, or an off-beat, funky, independently owned coffeehouse, the people of America want coffee. Why? Some of the reason for this comes from the indie-hipster crowd. The group of people who sport tight pants, vests, a casual beard, and berets. The people who listen to the most obscure music on the market, just so they can say they knew a band months before you did. But, as pretentious as they can be, they’re classy and cultured; two things the people of America love. 
And aside from the influence of this group of people, why else drink coffee? A few maybe like the taste. But the vast majority is just in it for the image. Anyone with a cup of coffee in their hand is automatically classy. With drinks like frappuccinos and mochas, you don’t even have to like coffee. Basically, you can drink a frappuccino (which is essentially the equivalent of a milkshake or malt in nutritional value and taste) and still get the classy persona that comes with drinking coffee. So, this beverage that began thousands of years ago as Montezuma’s favorite hobby has become a defining characteristic of our generation.Coffee has gone from merely a wake-up beverage in the morning to representing the culture of an entire generation.
