Many people only think of a hot drink when they hear the word coffee. I think of coffee as a life style. Ever go to a coffee shop, or a Dennys. There you will find the regulars sitting there discussing events of the day, and many times solving the all the world's problems.
Coffee allows people to sit relax, talk, and socialize without becoming intoxicated.
With coffee everyone can participate, and it costs less too. The merchandising of coffee has changed over the years. It has been thought of as a breakfast drink, than an after dinner drink. I myself enjoy a pot of Folgers to start my day off with. When I get to work most mornings there is another pot with my name on it.