Scoot Over, Starbucks

With new cafes and a slick ad campaign, Colombia is rebranding its coffee--and Juan Valdez is getting hip

A Colombian uprising is scheduled to kick off this week in Washington amid a clattering of coffee cups and trays of Latin-fusion hors d'oeuvres. Diplomats and policy wonks will be able to get their picture taken with the leader of this urbane revolution, a capitalist Che Guevara literally rolling out the red carpet for his U.S. invasion. This glitzy cafe opening seems an odd counterpoint to the poncho-clad Juan Valdez and his trusty mule Conchita, but the advertising icon needs all the fanfare he can muster for his daunting new mission: to make Colombian coffee hip enough for the Starbucks generation...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!