We talked about food last time and the importance for an Italian guy to have lunch.
Now there is something also very relevant in Italian “food culture” and it’s coffee.
Coffee for us is much more than just a simple hot drink. It means welcome and care. It’s a pleasure, and even more it’s a ceremony. When we invite someone to have a coffee it’s much more than just an opportunity to spend sometime together, its’ a way to share a profound pleasure.
When the soluble coffee arrived in Italy, it was the Seventies, brough by Nestlé, the Nescafé can, it was a terrible flop. Why? Why it took so long to Nestlé to re-position Nescafé and find a market niche?
Having in mind that the coffee ceremony is a way to welcome a friend into your house, how can you really take care of her/him if you just have to boil some water and dissolve a brown power into it? How much more care and love will you show her/him if you have to set up carefully the “caffettiera”, and prepre a hot and strong coffee for your guest?
That’s why Nescaffé is now presented as a different drink, for young people, competing with liqueurs and soft drink much more than with traditional coffee.
So the coffee ritual is important for an Italian, remember it next time she/he will invite you to have one!