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Tag Archives: coffee

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Combine “spirits,” beer, wine, coffee, tea and Coca-Cola and you get some interesting economic history.

Spirits: In 1758, George Washington was elected to Virginia’s House of Burgesses. Some attribute his victory to entertaining his neighbors with 160 gallons of rum, rum punch, wine, beer and cider.  Wondering whether he had demonstrated sufficient largess to a county with 391 voters, Washington said, “My only fear is that you spent with too spare a hand.”

Little did Washington even suspect that “spirits” would become a symbol of the taxing power of his new government when western farmers refused to pay a whiskey tax. Called the Whiskey Rebellion of 1794, the protesters were subdued and the government’s taxing power was established.

Beer: In ancient Egypt, beer was used to pay the workers who built the Egyptian pyramids. Records say their ration was 4 loaves of bread and 8 pints of beer.

Wine: Believing the higher the quality, the stronger its medicinal value, the personal physician to the emperor Marcus Aurelius, prescribed it for colds.

Tea: Catherine, wife of England’s King Charles II, made tea an aspirational drink. Portuguese royalty, she brought a dowry that included trading posts around the world, “a fortune in gold, and a chest of tea.”

Coffee: The 1792 origins of the New York Stock Exchange can be traced back to a Wall Street buttonwood tree under which trading was scheduled. During bad weather they met at Wall and Water Streets at the Tontine Coffeehouse.

Coca-Cola. First sold as a medicinal preparation in Atlanta, its name related to its ingredients: coca (extract) and kola (nuts). An early advertisement said Coke was “…a valuable Brain Tonic, and a cure for all nervous affections–Sick Head-Ache, Neuralgia, Hysteria, Melancholy, etc. …”

Also about fiscal policy, economic growth, innovation, financial markets and world trade, these stories are from Tom Standage’s A History of the World in 6 Glasses and my own book, Econ 101 1/2.

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What to do when one airline uses a potent Starbucks bean, the other a weak Fresh Brew blend and they merge? After 14 months, Continental and United finally decided.

Described in Bloomberg Businessweek, our story starts with a 14 member beverage committee and 12 different beans. After sampling each one, they selected a light roast from Fresh Brew that company executives and more than 1,000 flight attendants also liked. On July 1, passengers were served the new coffee.

Then the problems began. Continental’s fliers objected to the watery blend, United’s loyalists wanted weaker coffee, and United’s onboard coffee equipment leaked extra water into the pot when the new pillow packs were brewing. Told about “howls of protest,” the beverage committee re-assembled and started all over again.  This time they chose a medium roast. If you fly United on March 1, you will be one of the first to sample it.

And this was just the coffee!

Combining 2 airlines is a monumental task. Everything from technology to uniforms are debated. Having merged 6 years ago, US Airways and America West have not completed the details. As for the Delta/Northwest combination, which began in  2008, they still are not done.

Illustrating everything from mergers to industry leaders to departures, this interactive graphic wonderfully displays changes in the airline industry since 1990.

The Economic Lesson

Brewing 62 million cups of coffee a year because of the merger, the new United has achieved more cost efficiency when it buys beans. Because “legacy” carriers like United and Continental are burdened by higher costs, they have had to merge to compete against Southwest and other discount airlines.

An Economic Question: After the airline industry was deregulated in 1978 how did competition change flying? This article provides some facts.

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Displaying different strategies, McDonald's and Starbucks call a 16 ounce cup different names.

The same story.

But now it is about coffee. Increasingly affluent, the Chinese have begun to drink more coffee (in addition to using more oil, eating more meat and buying more handbags). When talking about China, the International Coffee Organization says that coffee is an aspirational commodity. For a culture of tea drinkers, coffee represents “cosmopolitan sophistication.”

Still though, the typical Chinese person drinks lots of tea and (a tiny!) 5 cups of coffee a year. By contrast, in Japan, annual per capita coffee drinking is 300 cups. Recognizing that the Japanese also had been tea drinkers, coffee retailers like Starbucks, with 200 Chinese stores, and Nestle see huge potential in China. And, the story is the same in India and Brazil.

Meanwhile, on the supply side, coffee yield is down. Citing rains that damaged cherries in key growing areas, Indonesia predicts 2011 production will decrease 30%. Colombian growers are talking about the massive impact of temperatures that average just 1 or 2 degrees higher. Requiring new planting techniques and bug control, yield has plummeted, price has soared, and Yuban is charging 25% more.

Also, espresso machine orders are up.

The Economic Lesson

Again, we have a classic demand and supply scenario. Demand shifts to the right as people in developing nations decide to conspicuously consume coffee. Supply, perhaps temporarily, shifts to the left as rain and heat diminish productivity. When demand is up and supply is down, price has to rise.

As economists, we know that when price rises, 2 things happen. On the demand side, eventually, people want less. On the supply side, attracted by high prices, producers grow more, new firms enter the market and price drops.

 

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How can you show your friends that you have ascended to your country’s middle class? Starbucks.

A recent BusinessWeek article on the world’s most caffeinated countries cited a connection between an emerging middle class and coffee consumption. With the demand for instant coffee increasing in Turkey, Belarus, and Ukraine, analysts see Starbucks growing there also. Correspondingly, Brazil, Russia, India, and China (BRIC countries), have accelerated their espresso machine orders.

The list of the most caffeinated countries is topped by Finland (608.2 liters per capita), Norway, and Denmark. The U.S. is #16 with per capita consumption of 105.9 liters annually. Coffee researchers say that the U.S. is relatively low on the list because we put so much milk in our coffee. 

The Economic Life

In The Theory of the Leisure Class (1889), economist Thorstein Veblen introduced us to “conspicuous consumption”. Referring to society’s more affluent, he said that buying behavior relates more to displaying power and prestige than need. Perhaps having read Veblen, Starbucks founder and CEO, Howard Schultz, perceives the potential for expansion in China as a “major opportunity” for new growth.

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