The coffee sector is undergoing somewhat of a renaissance, with several major acquisitions taking place last year among key manufacturers, including Nestlé and Unilever. The focus seems to be on upscaling premium coffees, exploiting the growing market for cold-brewed coffee and the sector has experienced dramatic growth in recent years. Youth interest is vital as it demonstrates the potential for coffee among this audience. The percentage of Americans drinking coffee on a daily basis increased to 62 percent in 2017, up from 57 percent in 2016, according to the According to the National Coffee Association’s (NCA) 2017 National Coffee Drinking Trends (NCDT) consumption tracking report. Among the drivers behind the increase was soaring consumer enthusiasm for gourmet coffee varieties across most demographics.