Americans have always had a deep appreciation for their coffee. More than 70% of coffee drinkers in the U.S. start their day with a cup, and for many, that means black coffee. It’s not just tradition—it’s a preference that reflects the U.S. love for bold, straightforward flavors. The raw strength of a good, black brew often stands on its own, offering a simple yet powerful way to kick off the morning.

But there’s another side to this love for bold coffee: a curiosity for innovation. As much as Americans enjoy the robust flavor of a classic black coffee, they’re also open to exploring what can make that experience even better. This is where the idea of enhancing, not altering, comes into play. People don’t want to mask their coffee’s natural richness—they want something that complements it, something that makes every sip feel even more invigorating.

Take, for example, Power Coffee. Unlike overly sweetened or heavily flavored alternatives, Power Coffee is designed to elevate your coffee’s core characteristics. It’s not about overpowering the taste, but about bringing out its best qualities—offering a deeper, richer, more energizing experience. With just a simple addition, your regular cup can go from good to extraordinary, helping you power through your day with clarity and focus.

So why do so many U.S. coffee drinkers find bold flavors so appealing? It’s because those flavors speak to more than just taste. They resonate with a mindset that values strength, authenticity, and the pursuit of excellence. And that’s exactly what products like Power Coffee aim to deliver: a better coffee experience for people who love their coffee strong and their days productive.