People know the coffee regions
You'll only find domestically-grown beans in Colombia, so instead of choosing between a Kenyan and an Ethiopian, you're picking regional origins like Huila or Narino, each with its own unique characteristics. Your average US coffee snobs might know they like Kenyans, but most haven't leveled up to the point where they can tell you their favorite region of the country. Since Colombians know the regions of their country well, it makes it easier to add a level of sophistication that's unmatched by most American drinkers.
They drink it at night
Coffee shops in America do most of their business before 10am, but Colombian shops don't need to rely on the morning rush. At the shops we visited, 3pm and 7pm were the busiest times of day, partly because the lack of emphasis on caffeine means people are less scared to have a late afternoon or early evening cup.