The Atlanta Journal-Constitution published an article yesterday on how soft drink industry giants are banking on coffee consumers wanting convenient, instantaneous coffee: Soft drink titans push coffee in a can | ajc.com.

Just as when large, conglomerate coffee roasters convinced consumers that the future of good coffee was crystalized grit in a can during the coffee Dark Ages, Big Beverage wants you to ditch all the mess and fuss of beans and brewing. This strategy might work for those who have not develop their coffee appreciation beyond Taster’s Choice. But to some of us, this sounds like Big Beverage is fighting over a larger share of a dying market.

This is like trying to corner the brodino (i.e., American coffee) market in Italy.