How do you take your coffee? Because apparently, there is a whole philosophy behind that cup.

Two spoons or one? Sugar or no sugar? Milk first or last? And, perhaps most importantly, how hot is too hot?

Coffee may look simple, but ask someone how they take theirs and you could get a very detailed answer.

For International Coffee Day on 1 October, NESCAFÉ is leaning into those very opinions with its new Coffee-losophy campaign, inviting South Africans to celebrate the rituals, preferences and little rules behind their daily cup.

Because coffee comes with rules

In South Africa, coffee can mean many things.

It can be the morning cup paired with a rusk, the flask packed for a long road trip, the pot that magically appears when guests arrive, or that very specific cup you make when you need five minutes to yourself.

Then there are the coffee people. You know them. The ones who have measured their two spoons down to the last grain and will absolutely notice if you accidentally give them three.

NESCAFÉ calls this personal approach a Coffee-losophy: the way you make your coffee, why you like it that way and the personality behind those choices.

Your coffee, your way

Coffee culture is changing too.

According to Marketing Research Foundation MAPS data analysed by Eighty20, 22.7 million South Africans drink coffee every day, with consumption growing by almost 8% year on year.

And the humble cup is getting a makeover.

Iced coffee is no longer reserved for hot summer days, while custom recipes, flavour combinations and coffee hacks continue to make their way across social media.

NESCAFÉ’s campaign celebrates both sides, from the tried-and-tested family ritual to the latest iced coffee creation doing the rounds online.

Spill the coffee

The campaign is asking South Africans to share their own Coffee-losophy, whether that means a favourite recipe, a coffee ritual or simply a photo of their cup.

And yes, there is a little incentive to spill the beans.

Coffee lovers who share their coffee recipe, ritual or photo on Instagram, tag @nescafesa and use #Coffeelosophy could stand a chance to win one of 20 cash vouchers worth R2 000 each.

The competition starts on 1 October 2026, with the full terms and conditions available on the NESCAFÉ website.

There’s more behind the cup

While we debate spoons, sugar and milk, International Coffee Day is also a reminder of the farmers and communities around the world who grow the coffee that eventually ends up in our cups.

For Anna Stewart, Business Executive Officer for Beverages at Nestlé East and Southern Africa Region, those everyday coffee rituals reveal plenty about South Africans.

“Ask any South African how they take their coffee and you’ll get a very specific answer, usually with a story attached,” she says. And perhaps that is the fun of it. There is no universal rulebook. Your perfect cup might be someone else’s coffee crime.

Scene Feed thought

Let’s be honest, coffee is personal. Some of us measure. Some of us freestyle. Some want it strong enough to wake up the neighbours, while others are here for the milk and vibes.

So, before you judge someone’s coffee order, maybe ask about their Coffee-losophy first. Now the real question: how do YOU take your coffee?