Back in November, there was a trend of US conservatives destroying their Keurig home coffee makers. Keurig is an American brand of coffee machine that produces a pretty ordinary cup of coffee. But it was not the average brew infuriating America’s right. It was the brand’s politics.
Keurig made conservatives mad by pulling its advertisements from right-wing pundit Sean Hannity's Fox News show, after Hannity called for support of then gubernatorial candidate Roy Moore in the face of sexual assault allegations involving minors. That encouraged a boycott, and a search among conservatives for a more conservative way to get their morning cup of joe. But it may also have been the leading edge of a trend for partisanship to jump from politics into the consumer domain.