By Kait Shea
Coffee, java, joe, mud—whatever you want to call it, you’re in the minority if it’s not part of your intake these days. For many coffee lovers, this comes as no surprise—latte art has evolved from simple heart shapes to masterful recreations of artworks like van Gogh’s The Starry Night, there’s an entire festival dedicated to coffee, and cars and coffee events continue to see an uptick.
What’s more, according to the National Coffee Association’s 2017 National Coffee Drinking Trends report, there has been an overall increase in coffee consumption by consumers of all ages, especially in regards to “gourmet” varieties. Event marketers, of course, have embraced the trend, activating events that tap into coffee culture and treating the beverage not as an add-on, but as the star of the activation. Following is a look at how eight brands, from coffee roasting companies to luxury hotels, are brewing standout coffee experiences.
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