Coffee: The Golden Brew That Spans Generations

Why do Brazilians love coffee so much — even with prices at an all-time high?

In Brazil, coffee is more than a habit — it’s memory, warmth, and identity. Strong or mild, it’s present in conversations, meetings, and the start of each day.

In 2024, Brazil remained the world’s largest coffee exporter, setting a record with over 50 million bags shipped abroad — with the United States as the main destination. But the sector is facing a new challenge: Donald Trump has proposed raising tariffs on Brazilian coffee, which could affect both exports and prices.

Within Brazil, coffee has also become more expensive. This is largely due to severe frosts and extended periods of drought, which impacted production. At the same time, a stronger U.S. dollar and high international demand pushed global prices up — directly influencing what Brazilians pay at home.

Meanwhile, gourmet coffee is on the rise, celebrated for its quality, traceable origin, and refined flavour — a true source of national pride.

Decaffeinated coffee is also gaining popularity. Recommended for those with insomnia, osteoporosis, or diabetes, it allows people to enjoy the ritual without the effects of caffeine.

And for you — is coffee about taste, tradition, or something deeper?