Power to the espressophiles in New Zealand. A story in today’s news from New Zealand supports our longtime lament that cups really do matter when it comes to coffee quality: Burger King burned over coffee advertisement – New Zealand, world, sport, business & entertainment news on Stuff.co.nz.

A New Zealand consumer, B Hay, recently complained that advertising posters within (and company brochures from) New Zealand’s various Burger King outlets prominently featured their offering of “Illy Branded Coffee” — picturing the coffee in an Illy-branded porcelain cup and saucer. Mr. Hay noted that the coffee ordered was served in a “horrible” paper cup, and thus the advertisements were misleading. Burger King claimed that the coffee was only available in paper cups and that they were required to use the image of the demitasse under an Illy licensing agreement.

Mr. Hay was clearly being a pain in the ass about issue. However, the New Zealand Complaints Board upheld Mr. Hay’s complaint, saying that “the serving vessel was an integral part of the enjoyment of certain beverages such as coffee, wine and tea, and drinking any of these from a paper or plastic vessel would be likely to diminish the experience considerably.” The Complaints Board thus found Burger King “in breach of Rule 2 of the Code of Ethics, relating to truthful presentation.”

To which CoffeeRatings.com can only reply, “My (burger) kingdom for an adult cup!”