When tea arrived in Great Britain, coffee was already well established, its success assured by the popularity of coffee houses. Men would regularly spend their evenings in these establishments, to such an extent that wives began to accuse coffee of making their husbands sterile. However, a few decades later, by the early 18th century, tea had largely replaced coffee. The East India Company had, in the meantime, carried out extensive advertising campaigns, and the price of tea eventually fell. This new drink was adopted with great enthusiasm in all classes of society, in both urban and rural life.