The Three Waves of Coffee

In order to define the waves of coffee, one should know how the coffee industry became what it is today.

As years pass by, the understanding of what it means to provide what’s best for customers continues to evolve, along with the quality of coffee produced. Long gone were those days where coffee was just about drinking and feeling an energy boost: now coffee goes deep into our customs and way of living, meaning much more than just a dark beverage. Today, we seek to comprehend what coffee used to mean before, its present perception and a possible glimpse of what’s to come for this art.

There’s a term that’s been used a lot nowadays to position coffee in history and how we perceive it today: the Third Wave of Coffee, which is attributed to Trish Rothgeb, back in 2002. But before we get into explaining the third one, let’s get into all them by order, to understand Rothgeb’s perception of how coffee grew through history.

First Wave of Coffee: The Basis

The First Wave was based on how mass marketers set their goals into increasing consumption of coffee and to put it into everyone’s houses. They set the basis with their innovations, including new ways of packaging, like airtight cans, which made it easier to transport coffee to each customer. This phase set the first rules of coffee as a major commodity. Marketing coffee for flavor also took place, with Juan Valdez being an example of successful brands today. Phrases and slogans like “Gourmet coffee,” “The sovereign drink of pleasure and health” and “Good to the last drop” are remnants of the culture the First Wave left behind.

It looked like a promising era for coffee, but the First Wave it’s actually criticized for mass production while sacrificing taste and quality. But thanks to this expansion, the industry was allowed to take the next step.

Second Wave of Coffee: Background and Origins

The Second Wave of Coffee focused on coffee’s identity. It was all centered in its origins, roasting styles, and many information that is now part of the “mainstream” media. Most big companies today (Starbucks, Peet’s and others) started in this period. At this point, specialty coffee shops were a success, and they paved their way, becoming big industries today. The concept of introducing espresso beverages worldwide and elevation of standards through Arabica can be attained to the Second Wave, as well.

The Second Wave was all about standardizing, sourcing and quality. Most experts claim the Third Wave hasn’t yet arrived because of this, but others think the Third Wave is a sort of switch or reversal to what these standards tried to do with the industry.  

Third Wave of Coffee: The Product

Both the First Wave and the Second Wave had their own focus. The first one was all about the mass production of coffee. With the arrival of the second one, quality and sourcing were the spotlights, but the focus was on marketing instead of the coffee. The Third Wave differentiates from both these; this is where the product is the center of all.

This wave of coffee features the interest of coffee aficionados into knowing the true character of coffee itself. Some perceive this wave as a movement against bad marketing and the way bad coffee had been promoted to this day.

Coffee’s been with us for more than a millennia, but it was in the past 100 years that real change could be seen. Today, coffee is much more than a simple beverage you drink in your mornings. It’s a unique – almost saint-like – experience. No matter how you look at it, coffee has walked a long way to get where it is, but what comes next? Perhaps there’s a Fourth Wave or a better version of the third, only time could tell.

A business of such wingspan only could be related to those who have managed to earn their spot in the industry of coffee. That Coffee Roasters is as big as the popularity this millennial bean created: their tradition also goes way back in time. Do you want a cup of coffee that exceeds expectations? If you contact them, you’ll have it at your front door!

Most experts debate if there's a Fourth Wave of Coffee on the brew. While the third one seems to keep on being a success, it's all guessing from this point on.

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