All over the world, people love coffee and consumption is increasing globally. Production, marketing and habits of coffee consumption has changed significantly over time. Once, coffee was a simple commodity that consumers drank out of habit in the morning to wake up. Today, coffee is considered a high-quality, product with various existing preparation methods and individual consumptions styles. According to the International Coffee Organization (ICO), three characteristics of coffee affect consumer attitudes towards coffee: the health effect, the drinking pleasure and the sustainability of the production. The leading future drivers in coffee business lie in the diversification of high-quality coffee beverages (e.g. specialty or ready-to-drink), and of innovative away-from-home consumption styles (Euromonitor, 2018; NCA, 2017).