Yes, I’m one of the more than 150 million Americans who drink coffee every day. And I’m willing to bet that for most in this group, it’s not a nice-to-have if they happen to think about it, like a spot of tea at 3 p.m. It’s a nonnegotiable daily practice.

For me, the morning hours are my preferred time. When I’m falling asleep at night, I look forward to drinking my brew in the a.m. When I get up, it’s the first thing I do. Folgers is right: It’s the best part of waking up. I am becoming my parents, and I’m totally fine with it.

We are coffee drinkers, and we are legion.

And it’s no fancy lattes for me, except for occasional splurges when I’m out and about. My tried-and-true is my no-frills maker (heating element and a coffee pot) plus a heap of dark roast. In five minutes, hot coffee in hand, I’m set, happy and ready to take on the day.

This is also one of the many winning points of Wawa. When I’m on the road, the line of giant coffee urns says to me, “Wherever you’re headed today, we’re here for you.”

So how do I love thee, coffee? Let me count the ways.

The experience is beyond just the much-needed caffeine boost – it’s the importance of the ritual. It’s the sound the pot makes as it heats and filters my brew, the smell of the roast, the steam coming from my insulated YETI tumbler so it stays hot for as long as possible. And it’s the benefits that health experts say coffee provides, like lower risk for stroke and dementia.

Your morning cup of joe could be reducing your risk of dementia and stroke, according to a new study. ☕️ https://t.co/bCmAUKyVQR

— USA TODAY (@USATODAY) November 17, 2021

Coffee doesn’t give me attitude. It doesn’t poke fun at my scary bedhead, bleary eyes and pajamas all askew. It’s just there for me, saying with every drop, “I’m here. Let’s do this together.” It makes me a functioning human again.

But coffee is also a jealous lover. Recently, because of unforeseen circumstances, I missed my daily fix. I thought I was tough enough to withstand it, but let me tell you, caffeine withdrawal headaches and nausea are real and intense. I solved the problem, with another cup from my trusty maker.

I’m definitely not alone. According to the National Coffee Association, home brewing is up 8% since the months before the pandemic, with 85% of coffee drinkers having at least one cup at home each day. Meanwhile, drive-through and app-based ordering are up 30% from before COVID. In addition, more than four in 10 drinkers tried a new brand for home brewing during the pandemic.

And that’s why coffee merch is a huge opportunity for the promo industry. Brand loyalty hits the next level with java aficionados. My favorite is Latin-inspired Café Bustelo – the distinct yellow, red and black color scheme is impossible to miss on the store shelf, and they have a full lineup of coffees plus, of course, merchandise. I impulse-bought the pajama pants a few months ago.

These super-soft Café Bustelo pants are perfect for sleeping and then sliding into remote work. They also have pockets, which is a selling point for me.

Last week, Death Wish Coffee, billed as the world’s strongest brew, released its new Caffeine Critters trading cards with characters named “Chase N. Rainbows,” “Eye-Bulge Brad” and others, based on real (and wacky) customer reviews.

Death Wish Coffee has released a line of “Caffeine Critters” trading cards, featuring characters inspired by real reviews. (photo courtesy of Death Wish Coffee)

“These unique and hilarious trading cards are inspired by the reviews of Death Wish products from the brand’s coffee-obsessed fans,” said the company, which will include a pack of cards in each order of dark and medium roasts, while supplies last.

Its darkly humorous merch lineup, featuring its signature skull and crossbones, includes T-shirts, mugs and headwear, along with coolers, aprons, slide sandals and the Dead Man’s Float, a casket-shaped pool float (with a cup holder, of course). It signals that the end-user doesn’t mess around with their brew (Take it from an experienced drinker – Death Wish is delicious, but not recommended for newbies).

But it’s not just large coffee companies that can use branded merch for loyal customers. Veteran-owned Fire Department Coffee in Rockford, IL, is handcrafted in small batches by a team that includes active and retired firefighters and first responders. The brand, founded in 2016, is an homage to “the vital role that coffee plays in helping firefighters stay alert and energized through long shifts,” according to the company.

In addition to its signature medium roast, Fire Department Coffee also creates spirit-infused (nonalcoholic) blends, like Vanilla Bean Bourbon, and offers merch like T-shirts and stickers.

Fire Department Coffee also has a giveback component: 10% of net proceeds goes to resources for first responders facing physical and mental health challenges. Of course, it has a line of firehouse-inspired gear, like shirts, mugs and stickers.

The Fire Hydrant bundle from Fire Department Coffee includes a T-shirt, sticker and hydrant-shaped mug. (photo courtesy of Fire Department Coffee)

Further away, Coffee of the Cross Nicaragua is a brand of coffee grown, processed and packaged by Franciscan Friars of the Renewal, an order of monks in Matagalpa. All proceeds support the development and maintenance of the monks’ Mountain of Peace sanctuary on a nearby hilltop. Coffee from Central America is absolutely some of the best I’ve ever tasted (I recommend buying the whole beans and then grinding them fresh just before use).

So, keep an eye out for coffee brand promotional opportunities, including local brewers and coffeehouses that keep their clients caffeinated, happy and human. Because if their customers are anything like me, they’re fiercely loyal to their daily fix and the brands that bring it to them.