Marks in Life ── inherits Italian Coffee Culture for a long time

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Men should be like good coffee, strong and enthusiastic!

── Italian proverb

When it comes to coffee, we can't help but mention that there is a famous saying in Italy: "Men should be like good coffee, strong and enthusiastic!" Espresso espresso is the classic representative of espresso. A small cup of strong black coffee is fascinating and absolutely unforgettable.

The accumulation and retention of culture

The richness of Italian coffee culture is shown in the long-term accumulation and maintenance of coffee culture. It is very exquisite in raw materials, grinding technology and coffee utensils, and brewing coffee has become a knowledge in Italy.

Mixing and blending different coffee beans is the main feature of Italian coffee, with various styles and exquisite skills, creating a way of making and drinking coffee in the world today. In Italy, its long history and craftsmanship are regarded as the ancestor of baked coffee culture in the modern world.

Roasted coffee refers to the roasting of raw coffee beans to make the beans show a unique coffee color, aroma and taste. The most important thing of frying and baking is to be able to stir-fry the inside and outside of the beans evenly without overscorching.

80% of the taste of coffee depends on roasting, which is the most important and basic condition for brewing and drinking coffee.

(photo source: famicoffee)

The Italian habit of drinking coffee

Italians prefer to brew coffee at home rather than coffee shops. When they are bleary-eyed in the morning, boiling a cup of Espresso in a mocha pot is the prelude to a typical Italian coffee addict. It is like an Italian who is born with coffee in his blood. Italians who drink an average of six to seven cups a day are almost in the habit of drinking coffee since childhood.

After waking up, drink a cup of espresso first, eat breakfast with a cup of Coffee Latte or Cappuccino, drink a third cup two or three hours later, drink coffee after lunch to wash away the taste of food, and of course, there is also a cup of Espresso after dinner. Drinking coffee is like a sign of time, imprinted in Italian life every day.

In particular, Italians are used to drinking coffee with milk only in the morning and only espresso after noon, so in addition to Cappuccino, even Coffee Latte is also classified as a breakfast drink. If you want to drink coffee with milk after noon, you can choose "Coffee Macchiato" coffee macchiato, the milk is about 1/2 of Coffee Latte.

In addition, if you want a latte in Italy, if you tell the barista you want a "Latte", the barista may look at you with a puzzled look on his face and give you a glass of milk, because Latte means Italian milk.

To get a coffee latte in Italy, you have to say "Caffe Latte" to get an authentic Italian coffee latte.

Italian Coffee "Lishui" BAR Culture

In Italy, when you want a cup of coffee, you can go in and enjoy a cup of coffee when you see the shop that says "BAR" on the sign.

It should be noted that the seating area of the coffee shop in Italy charges a seating fee. If you only drink one euro of espresso and pay a seating fee of about 3 euros, it must be very uneconomical. Therefore, Italians are very used to standing at the coffee shop bar, two mouthfuls of coffee, drink and then leave, this is an Italian style of pride.

Italian coffee shops also have their own ordering mode. After finding the cashier and the service staff to pay for the meal, they will get a small ticket stub for the order, take the ticket stub to the chef who adjusts the coffee table, and then wait in the pick-up area.

Although Italy adheres to and prides itself on its coffee culture, the vast coffee market still makes multinational companies ambitious.

Expensive seating fees for Italians to drink standing up (photo source: walksofitaly)

Starbucks to enter Italy

Starbucks, as a well-known multinational company, has not planted a flag in Italy, mainly because of Italian pride and protection of its own coffee culture, but Starbucks is still ambitious for this coffee mecca.

Starbucks is expected to open its first Italian store in Milan, Italy in 2017. Starbucks CEO Howard Schultz said: "Starbucks will enter Italy with humility and respect" and face consumers in a lower posture, because Italians drink more coffee at home and do not love coffee chains, and attach great importance to the accumulation and inheritance of baristas' experience. Although Starbucks is created by Italy's coffee culture, it remains to be seen whether it will be loved by the Italian people.

Starbucks, on the other hand, will attack the Italian market through cultural fusion, building standing bars or capturing Italian taste buds with deeply roasted coffee beans that suit Italian tastes.

Under the blending and conflict between the traditional Italian culture and the modern business represented by Starbucks, who can win the final victory? Or can we work together to bring about the next wave of coffee? Let people wait and see.