…Starbucks is onto something.

Can you really "taste passion"?

When I was in the grocery store recently I saw this sign and was struck by the slogan. What is Starbucks onto? They claim that if you taste their coffee, you will “taste passion”. Really?  Passion is something on the outside of a person and they can taste it? The assumption made by this coffee company is a good one. Everyone is passionate about something, and if not, they would like to be. Everyone wants to be chasing after something or someone that will make them feel passion. This is built into the fabric of humanity. We were made to worship.

I will say to the north, Give up, and to the south, Do not withhold; bring my sons from afar and my daughters from the end of the earth, everyone who is called by my name, whom I created for my glory, whom I formed and made. (Isaiah 43:6-7 ESV)

Starbucks has the right idea but the wrong trajectory. While we were created for worship, we were created to worship God, not coffee. While I like coffee very much, I wouldn’t say that tasting coffee is a worship act in and of itself. However, in the worship of God, it can be used for his glory, as it is a good gift from God. In our lives, whatever we enjoy is meant to point us to the giver of the gift, rather than the gift itself. Our error would be exchanging the glory of the created thing for the glory of the creator.

Claiming to be wise, they became fools, and exchanged the glory of the immortal God for images resembling mortal man and birds and animals and creeping things.  Therefore God gave them up in the lusts of their hearts to impurity, to the dishonoring of their bodies among themselves, because they exchanged the truth about God for a lie and worshiped and served the creature rather than the Creator, who is blessed forever! Amen. (Romans 1:22-25 ESV)

Don’t misunderstand me, there is passion in coffee, just as there is passion in food, music, laughter and artistry. That passion isn’t God, however, it is given by God that we might see and worship him.


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