The Cup’s Great Defeat
By Emily Gold Boutilier
When you make coffee, you pour it into a mug. Ever wonder why?
You probably have a favorite mug. Maybe it says “World’s Best Mom.” Maybe it’s from a craft fair. Maybe it’s 20 ounces, thermal and saves you 50 cents at the coffee shop.
For most of American history, however, until the early 1960s, the cup and saucer was king, while the mug was a shaving accessory. Three Amherst men are responsible for the change.
They asked a Japanese manufacturer to make a 12-ounce, straight-sided mug with a C-shaped handle. “We were hopeful this would have an immediate appeal to office coffee drinkers, who’d want a meaningful capacity and easy handling,” recalls John Howard in his autobiography. For their first design, they chose the classic Blue Willow pattern.
More shapes and patterns followed, and soon they were giving away display units to any store that purchased 12 designs and 144 pieces. Mornings would never be the same.
Melinda Beck illustration