When we picture Greece, we conjure up images of white washed buildings perilously clinging to hillsides, pebble beaches lapped by crystal clear water, and plentiful, mouth watering, glorious food. My own memories of the small Greek cities where my family lives are of farmers congregating at the kafeneio at dawn, swapping stories and bracing for the day ahead; retirees animatedly reliving last night’s soccer match, debating political parties and their latest treachery, or passing the hours over backgammon and cards, whiling away the day, far away from their spouses. I see women basking in the sun bathed cafes, with shopping trolleys or toddlers in tow, trading recipes, sharing the woes of homework, and local gossip. Both groups are bound by their shared passion for coffee and conversation. In Greece, coffee is more than a drink; it is an intrinsic part of everyday life, a daily ritual. Whatever life brings, there is always time for coffee and a chat.
Much of the coffee consumed, a staggering 9.5kg per capita in 2022, is commodity grade, but a new wave is brewing. Specialty coffee is capturing the imagination of younger Greeks, and its popularity is set to rise. This is evident across the country, where specialty coffee shops are popping up, offering something different. These shops are vying for a share of the €3.5 billion Greeks spend on out of home coffee consumption. The roasters also have their sights on the €500 million at home coffee consumption market.
Greece is a coffee market on the move, and as with all things in their infancy, innovation abounds.