Black Coffee In A White Cup – Now That’s Gooood Coffee — Dave’s Diary

I’m not a coffee guy but I grew up around a couple pots of Joe per day kinda family.  Thinking back I don’t recall the color of the cups in which it was served but given the gusto in which it was consumed, they must have been white.

A new study reveals the color of the mug you drink your coffee from can affect its flavor. Eighteen volunteers drank coffee from three different mugs: a white one, a blue one and a transparent one. The participants said the coffee from the white mug tasted more "intense" and bitter than the coffee in the other mugs, even though each mug held the same coffee.

Insert a pot calling the kettle white joke here!

Study leader George Van Doorn adds, "[Coffee shops] should carefully consider the color of their mugs. The potential effects may spell the difference between a one-time purchase and a return customer." (Newser)