Hot brew. Lukewarm strategies.

Having to work on a coffee brand, I've been reading a lot on the world's second largest traded commodity. Most of the strategies on coffee revolve around the product being a morning wake-up call or a means to socialise with family & friends.

However, the existing literature on the beverage reveals it to be a 'radical brew'. Not my words, but that of Gregory Dicum and Nina Luttinger, authors of “The Coffee Book” (which I'm yet to procure). However, having read Uncommon Grounds, a history of coffee by Mark Pendergrast, what is clear is that this drink is potent. Rulers across Europe have tried to shut down coffee houses as it was a place for people to exchange debate which led to unrest and revolutions. Apparently, the French revolution was conceived of in coffee houses.

The caffeine content in coffee can surely jolt one's grey cells and lead to clear thinking (now that seems like a different platform for a coffee brand to occupy). The next time you order for coffee when brainstorming, think about it.