What Is Barley Coffee and Could It Become the “New Coffee” If Tariffs Get Worse?
Imagine waking up one morning, reaching for your favorite bag of coffee, and realizing the price has jumped, again.
For many Americans, this isn’t hypothetical. Rising costs, global supply chain disruptions, and the ongoing threat of tariffs on imported coffee have sparked an uncomfortable question across the industry:
What happens if coffee becomes significantly more expensive or harder to import?
That question is exactly why a centuries-old European beverage is suddenly catching attention far beyond Italy.
It’s called barley coffee and Italians have sworn by it for generations.
So… What Is Barley Coffee?
Barley coffee, known in Italy as caffè d’orzo, isn’t coffee at all. It’s made from roasted barley grains, brewed in a way that looks and feels remarkably similar to espresso.
No coffee beans.
No caffeine.
Just roasted barley, ground and brewed into a dark, aromatic drink that delivers a surprisingly familiar experience.
According to Food & Wine, barley coffee became popular in Italy during periods when coffee was scarce or expensive, particularly during wartime and economic hardship. Over time, it stuck, not as a “replacement,” but as a respected alternative enjoyed by adults and children alike (Food & Wine, “What Is Barley Coffee, and Why Italians Swear by It”).
Today, you’ll find it served in Italian cafés using espresso machines, often topped with milk or enjoyed straight, comforting, toasty, and deeply nostalgic.
Why Italians Never Let It Go
In Italy, barley coffee isn’t trendy, it’s traditional.
Because it’s caffeine-free, it’s commonly enjoyed:
By children
Late at night
By people sensitive to caffeine
During moments when coffee wasn’t accessible
But there’s something deeper at play.
Barley coffee represents adaptability. It’s proof that when circumstances change, culture doesn’t disappear, it evolves.
And that’s where this conversation becomes very relevant to the U.S. coffee industry today.
Coffee Tariffs: A Brewing Concern
The United States imports over 99% of its coffee. That means nearly every cup depends on global trade policies, shipping routes, and political decisions.
When tariffs on coffee imports rise or even threaten to rise, the impact ripples fast:
Importers face higher costs
Roasters must raise prices or reduce margins
Cafés pass costs to consumers
Coffee drinkers feel it at checkout
We’ve already seen moments where tariffs and trade uncertainty caused import slowdowns, contract renegotiations, and price volatility. And while coffee has largely remained protected so far, the question lingers:
If tariffs on coffee worsen, will alternatives gain traction?
Could Barley Coffee Fill the Gap?
Let’s be clear: barley coffee isn’t here to “replace” coffee.
But history shows us something important, when coffee becomes scarce, expensive, or unpredictable, people look for comforting, familiar alternatives.
Barley coffee checks several boxes:
Made from grains grown widely in Europe and North America
Not dependent on tropical climates
Less vulnerable to coffee-specific tariffs
Affordable and shelf-stable
Brewed using familiar coffee equipment
In times of economic pressure, those factors matter.
And while U.S. coffee culture is deeply rooted in caffeine, flavor complexity, and origin stories, we’ve also seen rapid adoption of alternatives before, from plant-based milks to mushroom coffee to chicory blends.
Barley coffee fits into that same category: not a threat, but a companion.
What This Means for Coffee Businesses
For roasters, cafés, and importers, the rise of barley coffee isn’t about panic—it’s about preparedness.
Smart coffee companies ask:
How do we stay resilient during market disruptions?
How do we support customers when prices rise?
How do we diversify without losing our identity?
At Win Win Coffee, we believe the future of coffee isn’t about choosing one path, it’s about building systems that can adapt.
That means:
Strong, diversified sourcing relationships
Transparent communication with partners
Staying informed about global trends and alternatives
Thinking long-term, not reactively
When you understand why barley coffee exists and why it endured, you understand something essential about coffee itself: it’s not just a product, it’s a ritual.
And rituals find a way to survive.
Will Americans Embrace Barley Coffee?
Will barley coffee replace your morning espresso? Probably not.
But could it grow as:
A caffeine-free option
A tariff-resilient menu addition
A storytelling opportunity for cafés
A nostalgic, European-inspired alternative
Absolutely.
As prices fluctuate and consumers become more curious, beverages like barley coffee give people choice and choice builds trust.
A Bigger Lesson From a Simple Grain
Barley coffee reminds us of something the coffee industry sometimes forgets in the rush of trends and technology:
Resilience is part of coffee’s DNA.
From farmers adapting to climate change, to importers navigating tariffs, to cafés reinventing menus—coffee has always evolved in response to pressure.
At Win Win Coffee, we see these moments not as threats, but as opportunities:
To strengthen partnerships
To educate customers
To innovate responsibly
To build a more stable future for everyone involved
Because whether it’s coffee beans or roasted barley, what people are really looking for is consistency, care, and connection.
Looking Ahead
Barley coffee may not become “the new coffee”, but its story matters.
It shows us what happens when cultures adapt thoughtfully instead of reactively. And as conversations around tariffs, trade, and sustainability continue, those lessons feel more relevant than ever.
At Win Win Coffee, we’re committed to staying informed, adaptable, and grounded, so no matter how the market shifts, your cup remains something you can trust.
Article Reference:
This blog post references reporting from Food & Wine:
“What Is Barley Coffee, and Why Italians Swear by It” – Food & Wine
Source: Food & Wine, culinary explainer on the history and resurgence of barley coffee.
