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Espresso, cups, size and culture; they all matter! Starbucks recently unveiled a new, 22-page booklet detailing the beverage customization and sizing options they offer. This is perhaps indicative of the rapidly evolving traditions that revolve around espresso drinks in the North American market.(Espresso)(Industry overview)
- Article from:
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Tea & Coffee Trade Journal
- Article date:
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July 1, 2008
- Author:
- Castle, Timothy J.; Starr, Joel
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Copyright informationCOPYRIGHT 2008 Lockwood Trade Journal Co., Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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[ILLUSTRATION OMITTED]
Melding the original cannon of espresso and espresso-based beverages to the sensibilities of the North American consumer, particularly while those tastes were in a rapid state of flux, led to some rather dramatic variations. Perhaps the greatest of these is the amount of beverage actually served--it got bigger.
In adapting espresso culture to the North American market, bits and pieces of the original article have fallen away or become lost. Up until now, however, Americans may care less about that than their general affection for large portions. It seems, though, that the ever-dynamic specialty coffee industry, with help from a passionate subset ...
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