International Coffee Day is an annual event that was first inaugurated in Milan on the first of October, 2015 by the International Coffee Organization. It is celebrated in various countries around the world to promote coffee as a beverage, and espouse fair trade of coffee. On this occasion, some businesses usually proffer complimentary cups of coffee, whilst others bestow special deals and coupons with their loyal customers and social media followers. Whereas some companies vend National Coffee Day greeting cards and free e-cards.