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

Facebook: That Coffee Roasters

Instagram: thatcoffeeroasters

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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That Coffee Roasters

Phone Number: (305) 821-8811

2697 W. 76 Street, Hialeah, Florida 33016

Facebook: That Coffee Roasters

Instagram: thatcoffeeroasters