When Jacob, a man of historical note, established what is believed to be the inaugural British coffee house in Oxford back in 1650, he could never have anticipated the legacy he was about to create. At that time, coffee was a symbol of sophistication. In France, ahead of Britain in popularizing the beverage in Western Europe, attendees at lavish gatherings hosted by the Turkish ambassador were wowed when he served Isaac D’Israeli, Benjamin’s father, “finest Mocha coffee in delicate egg-shell porcelain cups.” Perhaps Jacob expected some of that allure would extend to the Angel Coaching Inn (entrance fee: one penny).
However, coffee in those days was rather rudimentary: aromatic, yes, but extremely bitter. It came in a one-size-fits-all format (and absolutely no caramel syrup). The greatest social blunder to commit while drinking it was to grimace too intensely upon sampling, a faux pas that elegant ladies were able to quickly hide behind the strategic use of their fans.
Fast forward to 2025, where fans are reserved for the sweltering depths of the London Underground during the height of summer. The prevalence of coffee, thanks to the dominance of chain shops, has transformed consumption into a nuanced social battlefield, particularly for those conscious of their public image.
Just a short time ago, it was perfectly acceptable to order a cappuccino or latte in the afternoon—unless you’re from Italy, where coffee with milk is strictly a breakfast affair (or viewed as a beverage for those with a more juvenile palate).
However, around 2005, the flat white made its entrance from regions unknown—Australia or New Zealand, it seems. This drink, which boasts a greater espresso content than a latte while having less froth than a cappuccino, quickly garnered disdain for lattes and cappuccinos. Even mainstream outlets like Starbucks and Costa took notice, adding flat whites to their menus, though true enthusiasts might prefer to ignore this fact.
Each coffee style has its moment, and the flat white may be losing its luster in trendier circles. Currently, the buzz in coffee culture revolves around the long black, which also hails from either Australia or New Zealand. By 2023, it ranked as London’s fifth most-ordered coffee, making up 9% of sales, and sightings have been reported in cities like Bristol, Edinburgh, and Leeds. By this time next year, it will surely appear in your local independent coffee shop, and within two years, chains like Caffè Nero will likely embrace it as well. With some good fortune, you can expect it to hit supermarket shelves in can form by 2028 at the latest—essentially indicating that the moment for early adoption has long passed, and perhaps you can remain loyal to your flat white after all (embrace the retro vibe!).
So, what exactly is a long black? The name itself is misleading, as it is indeed black but shorter in volume than an americano. Baristas prepare it by adding an espresso shot to hot water, filling a cup typically designed for a flat white (approximately 120ml). The process ensures the crema, that coveted brown froth that coffee enthusiasts cherish, is preserved, and the appeal lies in its robust flavor: while an americano may be bland—like overpriced diner coffee—a long black is intended to deliver a satisfying punch of coffee essence. Personally, I don’t find it particularly exceptional, yet I understand the desire for it. As anyone who fervently enjoys coffee knows, the quest for that perfect cup mirrors the search for the ideal lipstick: an endeavor that will continue until the end of one’s days.
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In essence, the coffee trends emerging in Britain are more like a nostalgic return than groundbreaking innovations; the long black is just a rapid reiteration of this cycle. Many of us recall the way coffee was prepared by pouring boiling water over grounds in a drip method straight into mugs, and if you visit a truly trendy coffee establishment today, you will find this method once again celebrated as the ne plus ultra of coffee-making (with Zen-like patience being a crucial aspect of the experience). While it produces a flavor superior to either an americano or long black, this approach is impractical for bustling morning commutes or long lines of impatient patrons.
Regardless of personal taste, coffee has become a more mundane and conventional beverage today compared to the past, despite our inclination to think that unique or minimalist variations signal a certain chicness (a long black drinker may be akin to individuals who, four decades ago, projected their style by smoking Gitanes in Birmingham). The discovery of the coffee plant in Arabia is steeped in rich folklore, involving tales of dancing goats and drowsy monks (with the beverage first referenced in the 10th century, although cultivation commenced long before that). Alan Davidson notes in The Oxford Companion to Food that the advent of roasting beans in Yemen during the 13th century was termed Qahwah, a poetic expression for wine. Subsequently, coffee was frequently viewed as a disruptive force: a potential danger to religious observances that could lead to empty mosques and churches.
In 2025, however, its revolutionary potential appears quite limited. Certain chains may be boycotted, independent shops might refuse to provide it in throwaway cups, and consumers at home might pay extra for fair trade options. Yet beyond these changes, coffee remains as cozy and conventional as classic English breakfast tea.
