How do you take it?

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Interior of a café in the Viseu region, Portugal, 1976. Jean Gaumy / Magnum Jean Gaumy / Magnum

Reading the newspaper and drinking coffee on the Piazza Grande in Locarno. Martin Rüetschi / Keystone Keystone

An elderly women dunks pieces of stale bread into her coffee. RDB RDB

Coffee, smokes and tunes on the campaign trail. Charles Dharapak / AP Photo Keystone

Photographer Reto Hügin enjoys a cup of coffee over his newspaper: Zurich, 1970. RDB RDB

Holiday for mothers, organised by Pro Juventute. RDB RDB

People sit outside a restaurant on the Kornhausplatz in Bern. Peter Klaunzer / Keystone Keystone

Two (very) Swiss coffee mugs. Steffen Schmidt / Keystone Keystone

Route 40 between Baltimore and Washington D.C. Bob Adelman / Magnum Bob Adelman / Magnum

Another caffeine supply station on the campaign trail - four years back. Thomas Dworzak / Magnum Thomas Dworzak / Magnum

Coffee time during the closing session of the 3rd OPEC Summit in Riyadh, Saudi Arabia, 2007. Jamal Nasrallah / EPA Keystone

Italian actress Maria-Grazia Cicinotta distracts an espresso waiter. Ferdinando Scianna / Magnum Ferdinando Scianna / Magnum

Film star George Clooney on a giant advertising banner for the Swiss coffee maker Nespresso. Laurent Gilliéron / Keystone Keystone

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Over the years, coffee drinking seems to have moved away being from the social activity that it once was. Now what counts is the brand we drink, the cafés we go to, and the way the beans are processed.

Clever marketing, offering us choices we never knew existed, has been a huge success in countering a long-term decline in coffee sales and consumption.