Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

Blue Bottle Coffee’s Exceedingly Rare program offers single-origin coffee that is roasted only in small batches, aiming to bring specialty brews to home baristas. People are looking to enjoy small luxuries amid the cost of living crisis, and premium at-home offerings are burgeoning in response.

Chinese coffee lovers are overhauling Euro-centric norms around the drink with innovative recipes that draw on the country's traditional culture. While global chains still dominate the domestic market, home-grown brands are embracing hyper-local elements to provide robust competition.

Australia’s specialty coffee standards have percolated around the world. Single origin and scientific methods are now an expectation among Aussie coffee drinkers. How has Australia turned a global drink into a hyperlocal experience and how can brands leverage this artisanal experience?

A growing number of coffee companies in the UK are offering cold brew and iced coffee mixes that people can enjoy at home. With cost of living squeezing Britons’ budgets and iced coffee maintaining its popularity even in the colder months, do these brand pivots signal a long-term shift in tastes?