Sweetness in food, signalling the presence of calorie-dense carbohydrates, appealed to our ancestors as a crucial energy source. In contrast, bitterness often signalled potential danger, such as the toxicity of certain berries, guiding our ancestors’ survival instincts

Most people put sugar in their coffee for exactly this reason – more sweet, less bitter. As such, seeing someone order a black coffee with no sugar indicates that they have probably been drinking coffee for a while. They have spent time developing an affinity for coffee in its entirety, including the bitterness.

Whisky takes this a step further by creating a (somewhat) sickening burn down the throat of new drinkers. To enjoy whiskey without watering it down indicates a lot of time spent persisting with an unpleasant experience as it becomes increasingly more pleasurable.

Finally we have cigars – the ultimate acquired taste. Excessive tobacco is terrible for you long-term, yet it takes quite some time to overcome the initial nausea and intensity of a cigar. Enjoying an occasional cigar (without becoming a regular cigarette smoker) requires both initial persistence and continual restraint. The temperance element makes cigars an even more interesting form of delayed gratification.

So does any of this matter, or is it just the latest fad in chest-puffing and sudo-macho demonstrations of toughness?

That’s for you to decide, however I would caution against mere casual dismissal. Engaging in an activity that isn’t immediately enjoyable hints at an explorative spirit and a willingness to endure momentary discomfort on the path to a reward. These are universally respected traits, especially amongst men (although similar parallels also exist for women), which may explain why black coffee, whisky and Cuban cigars have become incorporated so deeply into “masculine” culture.

In summary, have a glass of whisky with your grandad. If not for you, for him.

Upholding timeless traditions that are engineered to allow young men opportunities for demonstrating potential is an essential role of each generation, and any generation that fails to do so will starve themselves of worthy apprentices.