Caffeine for Marketers: When is enough…well, enough?

by Ellen

If you’re like most Americans, you really look forward to that first mug of Java or cup of black or green tea to jump start your day, or to get you out of that all too familiar mid-afternoon slump. And for most of us marketers, who tend to work at our computers all hours of the night and day, a day without caffeine is well…not much of a day.

It’s not just the taste of these beverages that make them so popular, it’s also their caffeine content and it’s positive effects that make caffeine America’s most popular stimulant drug. Nine out of ten Americans use caffeine in some form or another; most by consuming coffee in one of its many pleasurable forms such as a diminutive cup of dark espresso,  a steamy cappuccino or a soothing milky latte. Others prefer a more refined vehicle for their drug…a pot of steaming hot black tea, perhaps a cup of robust Kenilworth or hearty Irish Breakfast. Green teas have their loyal fans as well, with countless cups of the pale jade liquid with its mellow, earthy flavor consumed each day.

Less than an hour after you imbibe a cup of coffee or tea, you begin to feel the drug’s effects. You become more alert, you have more energy and yes, your productivity increases. Even your mood improves and the fog of tiredness that has dogged you all afternoon you suddenly lifts.

While caffeine has many positive effects, you should be aware that it can have negative effects as well…effects that may cause you to lose sleep, feel jittery and in some cases, precipitate an unhealthy heart rhythm.  Moderate caffeine intake (200 to 300 milligrams or 2-3 cups of brewed coffee or 3-6 cups of black or green tea) is not harmful for most people.

But for some people, such as those who have caffeine sensitivity or who are taking certain medications (some antibiotics, asthma medications, herbal dietary supplements containing ephedra), caffeine is best avoided completely. Check with your licensed health care provider if you are unsure.

Stress, both psychological and physical, can increase your sensitivity and under these circumstances caffeine can actually cause you to feel anxious, irritable and restless, definitely something you want to avoid if you are already under pressure.

For tea drinkers who love the flavor of tea but want less caffeine, you can naturally decaffeinate your tea (both black and green) by placing the bag in a cup and pouring enough boiling water over it to cover. Let the tea steep for about 30 seconds. Caffeine is highly soluble in hot water and 95 to 98% of the caffeine will be dispersed in the hot water in the first 25 to 30 seconds. Simply pour off the water, re-steep the tea bag as usual…

and you have a nice cup of decaf tea without worrying about any chemical process.

Caffeine consumption in the form of coffee and tea is one of life’s little pleasures and can help your day go more smoothly. Just be aware of it’s negative effects and the situations in which you may need to curtail your intake.

{ 1 comment… read it below or add one }

chris February 11, 2009 at

I agree with this as I own a coffee shop and would pound lattes with six shots of espresso several times a day.
About a year ago I switched to a blueberry black tea and haven’t looked back.

Leave a Comment