Jo Allison is the head of content at Canvas8. She has a background in fashion journalism and 15 years of experience working in B2B publishing. A member of the senior leadership team, Jo joined Canvas8 over eight years ago to develop the membership offer. Before heading up the Library, she was an editor at a retail trends consultancy, where she specialised in luxury shopper behaviours. A mum of two and based in Sheffield, away from work, Jo can be found walking in the peaks or hunting down new clothing brands.

Gen X (born 1967-1981)

Gen Y (born 1982-1996)

North America

United States

Eating and Drinking

Travel and Leisure

Coffee and soft drinks

Bars, pubs, and clubs

'Coffee by the numbers', Harvard School of Public Health, citing ‘National Coffee Drinking Trends 2010’, National Coffee Association

‘Nespresso has a shot at larger coffee sale’, Shannon Bond, Financial Times,

'Debut of Starbucks Roastery and tasting room in Seattle will redefine the retail experience' Starbucks

'Starbucks reserve Roastery and tasting room creates sensory coffee experience', Daniela Walker, psfk

'Espresso beverages', Starbucks

'Coffee grinds fuel for the nation', Karen Fernau, The Arizona Republic

'Coffee statistics 2014', E-Imports Espresso Business Solutions

'Speciality coffee facts and figures', Speciality Coffee Association of America

'2014 national coffee drinking trends', National Coffee Association USA

'Will Starbucks' fancy new concept lure in coffee connoisseurs?', Khushbu Shah, Eaters

'10 most expensive coffee beans in retail supermarkets', Nicole T, Socialwalk

'Introducing Starbucks Reserve™', Starbucks

'Starbucks, facing a saturated market, looks to the high end', Stephanie Strom, New York Times

'Coffee drinkers buy Starbucks more like Dunkin' better', Rasmussen Reports

'Statistics and facts on Starbucks', Statista

A ‘cup of Joe’ has become a staple in the American diet. At one end of the market Starbucks has made a name for itself selling flavoured coffees, and at the other end ‘gourmet’ coffee has become a daily choice for 34% of Americans. But can rare brews and a theatrical experience convince customers that Starbucks is now a contender in the ‘premium’ coffee market?

Starbucks Reserve: serving up $7 'premium' coffees

Rewardle: a loyalty scheme for indie coffee shops

A taste of Ralph Lauren's coffee

Starbucks Digital Network

Lalani & Co: serving tea like fine wine