Did you know that coffee acts as a universal connector and mood modifier? Its wholesomeness reassures us and instigates our daily rebirth. Its heretic essence enables us to indulge our darker side. Its ritualistic nature helps us define time and structure our day. Its strengthening capacity helps us conquer difficulties. Its warmth and voluptuousness is experienced in the same way as physical love. The intellectual activity it triggers makes it an ideal means of self-expression. Caffeine’s brightness increases understanding and speed of judgment. Its kick helps us sense our own aliveness. Coffee’s great variety, exotic provenance, and its association with breaks from the normal flow of events reinforce our sense of discovery. Its continuous presence nearby protects us from the insidious enemies of our environment. This pioneering research cracks the code of buying behaviour related to coffee and puts forward a framework for shaping brand strategy and for growing revenue.