The coffee experience goes beyond just the brew—it's also about the mug from which you drink. Coffee experts Jordan Michelman and Zachary Carlsen argue in their book "But First, Coffee" that the choice of mug can subtly change one's perception of coffee flavor. Factors such as nostalgia, color, and even the shape of the mug can influence the sensory experience and, consequently, the taste. Scientific research supports this claim, with studies showing that coffee can taste more intense in a white mug, more sour and complex in a green one, and even sweeter in a pink mug. The multi-sensory nature of taste means that what we see, touch, and the environment we're in can all alter our perception of flavor in complex and memorable ways.
Enjoying the read? Subscribe for free to one of the fastest-growing newsletters and get weekly coffee news (TL;DR updates) delivered right to your inbox.