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
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.
This content was published on October 14, 2012 - 11:00
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.
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