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Our research contributes to the consumer culture field by increasing knowledge of this social consumption phenomenon.

We help to advance the study of heterogeneous consumption communities by revealing the tensions between the members of the community and the production of subcultural and social capital. Originality/value – Our findings explain the amateur consumer’s behavior and the relationship of these amateurs with professionals and with the public during their consumption practices. Findings – The research describes the connoisseurship consumption community and explains its forces, which are education, emulation and tensions between the members of the community. Purpose – What is the dynamics of the connoisseurship consumption community? What are the forces that drive this serious leisure consumption community? Design/methodology/approach – Adopting a naturalistic inquiry approach, we immersed ourselves in the field, visiting and observing consumers and professionals in independent coffee shops in North America: Toronto, Montreal, Seattle, and New York from August 2013 to July 2014. The framing relies heavily on social conventions of coffee drinking and capitalizes on the status of coffee as a "social lubricant". I will show how the simple act of framing the sociolinguistic interview as new acquaintances drinking a cup of coffee together helps to avoid a language learning and teaching framework, puts participants in a more relaxed mindset and finally results in more "naturalistic" and richer conversational data. This paper introduces the "cuppa coffee" data collection method employed to collect a corpus of spoken English by South Korean speakers. Spoken data is connected to many challenges when it comes to data collection, processing and analysis, but nevertheless offers insights into basic processes of language change. Most investigations of structural features in EFL contexts rely on written material, whereas studies using spoken material are rarer. Long gone are the days when the focus of those studies was solely on native English speaking countries more recent research does not only take second language varieties into account but inquires also into English spoken as a foreign language (EFL). Geographic variation of the English language provides a plethora of research opportunities for linguists.