The Drink Americans Won’t Quit Even When Prices Skyrocket
Why Coffee Is the One Habit Americans Just Won’t Quit
Take a moment. Picture your morning ritual: that first sip of coffee. A quiet pause. A kick of warmth. A familiar ritual that feels almost sacred. Now imagine the price of that ritual climbing by 40 percent. Would you cut back? Many won’t, even when global forces push it that way.
That tension is exactly what The Atlantic explores in its piece, “The Drink That Americans Won’t Give Up Without a Fight.” The article lays bare how tariffs, climate risks, and supply constraints are pushing coffee prices sharply upward, yet consumers remain loyal.
For Win Win Coffee, this isn’t just news, it’s a moment to lean in, to reaffirm what we stand for, and how we want your cup to remain not just delicious, but sustainable, fair, and resilient.
Let’s walk through what’s happening in coffee’s global arena, why it matters to you, how Win Win Coffee is navigating it, and what you can do (yes, you) to help shape the future of coffee culture.
Coffee in Crisis Mode But Americans Still Hold On
Here’s the stark reality: tariffs, extreme weather, droughts, floods, and other climate pressures have battered coffee supply chains. The Atlantic reports that the U.S. has imposed tariffs of 50% on Brazilian beans and 20% on Vietnamese imports, two of the biggest global suppliers.
Combined with climate disturbances, coffee in the U.S. is now about 40% more expensive than a year ago. Futures for arabica beans have jumped nearly a dollar since summer.
Yet, even as prices surge, many Americans simply refuse to give up that morning cup. Why? Because coffee is woven into our culture, rituals, energy systems, and identity. As Ellen Cushing writes:
“Coffee is in trouble … but we do not need coffee. But of course we need it.”
In legislative halls, coffee is being used as a battleground in trade debates. One bipartisan “No Coffee Tax Act” was introduced to push for exemptions from these new import taxes. Even politicians recognize coffee is more than a beverage, it’s a symbol, and a daily staple.
Why This Matters to You and Me
You might be wondering: “This sounds like trade wars and spreadsheets. What’s it got to do with my cup?” A lot, actually.
1. The cost will get passed to end users
When tariffs inflate the cost of raw beans, roasters and shops feel pressure. Many will have to raise prices, reduce margins, or lower quality. The Atlantic notes that coffee is cheap enough to remain in many households’ budgets, but that buffer is shrinking.
2. Quality and sourcing risks
When costs go up, shortcuts can creep in. Blends may include lower-grade beans or less transparent origins to maintain margins. Brands that care about origin, farmer welfare, and quality are under strain.
3. A chance for meaningful differentiation
Brands that stand by integrity, transparency, and direct relationships will stand out. During unstable times, trust becomes a competitive edge.
4. Shared vulnerability in our global food system
Coffee reminds us that our daily life is entangled with distant farms, climates, politics, and labor systems. Every cup is a vote, silently cast on how we want that chain to operate.
How Win Win Coffee Responds: Values in Action
We believe that turbulence is a chance to double down, not cut corners. Here’s how Win Win Coffee is working to stay grounded and resilient for you.
1. Deep, transparent relationships
We partner with growers and cooperatives in origin countries, not faceless middlemen. We seek to ensure fair premiums, sustainable practices, and mutual accountability. So when costs rise, the burden is shared more equitably.
2. Flexible origin sourcing
Because climates shift, tariffs shift, and risks differ, we don’t rely on just one region. We diversify origin relationships so that if one supply line is strained, quality supply from another place can help fill the gap.
3. Storytelling & traceability
Every batch of beans we sell carries a story, region, farmer, processing method. We believe you have a right to know where your coffee comes from and how it got to you.
4. Conservative pricing & buffer strategy
Rather than instantly passing all cost increases to you, we plan buffer strategies, small stock buffers, gradual pricing, customer communication. The goal: keep your experience predictable, fair, and trustworthy.
5. Encourage intentional consumption
We don’t want people drinking more to “get their money’s worth”, we want people savoring each cup, appreciating quality, and making choices that reflect values, not just habit.
A Story from Our Community
Let me tell you about Jade, a customer who wrote in after sampling one of our Ethiopian micro-lots. She said:
“I was shocked by the brightness and clarity. I wanted to know exactly where it came from and when you told me the farmer’s name, altitude, and processing method, I felt connected.”
A few weeks later, she noticed the local café she frequented added a price surcharge. She told them, “I’ll just order from Win Win instead, I want coffees I trust.” That moment made us pause: the choices we make, transparent sourcing, folding in costs, aren’t just technical. They’re relational.
Because if people feel good about their cup, knowing a farmer was treated fairly, knowing trade risks were absorbed thoughtfully, they don’t need to blindly “fight” to keep drinking coffee. They choose it.
What You Can Do (Yes, You Have Power)
This isn’t passive. As a coffee drinker, you have influence. Here’s how to make it count:
Ask more questions: When buying beans, ask origin, farmer name, co-op, price. If a brand can’t answer, that’s a red flag.
Support brands with integrity: Choose roasters who practice transparency, pay fair premiums, and resist cheap shortcuts.
Be patient & loyal: Quality often costs more in tough times. If you believe in your roaster, sticking with them helps their stability.
Experiment more: Try micro-lots, single origins, limited runs. It helps diversify demand and encourages innovation.
Share stories: Talk about what matters, origin, climate, fairness. Help others see their cup is part of something bigger.
Final Reflections: More Than a Beverage
Coffee has always meant more than taste. It’s ritual, habit, energy, community, and connection. The Atlantic’s article reminds us that when pressures rise, economic, climatic, political, people cling tightly to what matters. Americans are resisting giving up coffee, despite the cost.
For us at Win Win Coffee, that’s a reminder and a responsibility. We don’t just sell beans; we carry relationships, values, and a hope that coffee can empower, not exploit.
So the next time you pour a cup, pause:
Think of the farmer who grew it
Consider the journey it took
Acknowledge the policy forces that shaped its price
Feel gratitude for a culture that cherishes that ritual
If you believe coffee can be better, fairer, more resilient, more meaningful, then you’re part of this mission. We’re not just roasting beans. We’re supporting farmers, educating drinkers, and trying to make each cup a connection.
Check out our catalog at Win Win Coffee or sign up for our newsletter to follow origin stories, hear about new releases, and see how we’re navigating coffee’s challenges together.
Here’s to many more mindful, satisfying sips. ☕
Reference
Cushing, Ellen. “The Drink That Americans Won’t Give Up Without a Fight.” The Atlantic, Oct. 14, 2025.
