According to Ric Rhinehart, executive director of SCAA, Americans under the age of 40 think differently than their Moms about the price of coffee. Mom says, “The red can costs $5.25 and the blue can is $4.25. Her children say, “Coffee costs $1.75 to 3.75 a cup.”  No matter how you drink your favorite coffee, be sure to use a Thinsulate-insulated cup sleeve or cup lid to keep it hotter, longer!