The Fourth Wave: Where Is Coffee Taking Us?

After the third wave, coffee's been entering a new age! 

Almost like a social movement, ever since coffee first came into our lives, it made a huge impact on society. Alright, it didn’t change the constitution or created new legislation, but it did transform the world’s economy and became part of many countries’ culture and history. Coffee has a powerful, and even sometimes spiritual, meaning for those who have dedicated generations and generations to its production and consumption.

Coffee culture is so influential that it’s been divided in waves. They refer to those identifiable trends and progressions that have changed the industry and the way we live it every day. In the first wave, which can be traced to early 21st century, coffee consumption grew exponentially, and people saw an opportunity on selling ready-for-the-pot coffee. This wave was strongly influenced by the Industrial Revolution.

During the second wave, consumers started to ask for coffee with higher quality. Unique roasting and brewing styles thrived, and people started to see coffee as an experience full of nuances and possibilities, rather than just an energetic beverage. This carried on and resulted in the third wave, a term first used in a 2002 article published by the Roasters Guild publication. The third wave has been characterized by coffee aficionados who started to take coffee art very seriously. This product itself became the center of the experience, going beyond production and marketing.

Most people think we’re still living in the third wave. Nowadays, anyone who’s interested can trace and appreciate coffee's origins they’re consuming and understand the heritage and culture behind that beverage. Industries are focusing on educating about the coffee beans' harvesting and roasting processes, and it seems we couldn’t get more specific that we’ve already are when it comes to coffee. So where could the fourth wave lead us?

Is it even here yet?

Even speaking about coffee waves can sound snobbish, but as we’ve seen, it can tell the fascinating story of a product that seems to have always been present in our lives. Specialty coffee and the passion we feel for it is marking a path for a new era in our love for caffeine, and while it might not be entirely here yet, we can start making our predictions.

Technological changes and our thirst for trying new experiences might be the thing that’s going to separate the third wave from the fourth wave finally. Coffee drinks made with nitrogen and new brewers capable of manipulating coffee flavors and aromas are part of this sophisticated and experimental frenzy.

Other experts believe that e-commerce is what’s truly going to draw the line between one and the other. By reaching a larger market, both businesses and consumers can leave their comfort zone and get to know all there is to know about coffee worldwide, thus opening a new door full of possibilities. Imagine it! You could have South American and East Asian bags of coffee by only clicking a button.

A ride to enjoy

The truth is that the essence in this new wave might be the same of that of the third: we’re in a period in which we still want to learn about the specifics of coffee production and have a more transparent supply chain. We want to know and have control over where our coffee comes from, and we want to experiment with flavors and roasting methods.

Maybe the fourth wave will come when we’re in a point where we’ve gone beyond specialty coffee, and people don’t need to look for it because it’s already expected in every bag and every product. Whenever that time comes, That Coffee Roasters will be here to continue to spread our love for caffeine, without any other pretension than the absolute and simple certainty that coffee makes our lives happier and better!

It's time to reconsider where the coffee industry is heading to

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That Coffee Roasters

Phone Number: (305) 821-8811

2697 W. 76 Street, Hialeah, Florida 33016

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