Some drink it piping hot, some prefer it macchiato, some never skip sugar, and some take it bitter to wake up better. In Italy, coffee is not merely a beverage; it is a modest daily ritual that evokes the senses of home, habit, and socializing. Today, however, this treat could become a luxury. According to a survey conducted by the Consumer Research Center (CRC) in collaboration with Assoutenti, the average price of the traditional espresso has increased by 20.6% over the course of four years, from €1.04 in 2021 to €1.25 in August 2025. This growth affects millions of Italians. Regional variances are noticeable. Bolzano has the most expensive espresso in Italy (€1.47), followed by Ferrara (€1.43), Padua (€1.41), and Belluno (€1.40). In seventeen provinces, the price exceeds €1.30. On the other hand, Catanzaro is the last city in which a coffee at a bar is priced at a reasonable €1, with Reggio Calabria and Messina following suit at €1.06. Bari, Parma, and Pescara have set records for price hikes of about 40%. Naples, considered the cradle of coffee, too had a 35% increase, reaching €1.21 per cup. This trend has an impact on overall spending. Each year, about 6 billion coffees are consumed in public venues in Italy: national spending climbed from €6.2 billion in 2021 to €7.5 billion in 2025, with €1.3 billion more spent on the same consumption.