October 11, 2023
Trends come and go, and the same can apply to the world of coffee. As coffee became a staple in grocery stores, pantries, and our social lives, it has also been the subject of incredible innovation. Access to information online has shaped the way consumers view their morning cup, and producers have refocused their businesses to meet these expectations. Coffee was once just a source of caffeine, but a recent emphasis on quality has drastically shaped both consumer demands and café culture as we know it.
These are the Three Waves of Coffee and how such a versatile ingredient arrived at this moment in its history.
First Wave Coffee
First Wave Coffee dates back to the 1800s, when coffee shed its image as an exotic import and became a pantry staple in people’s homes. In this roughly 200-year period, the coffee industry underwent a large-scale change. Production worldwide grew exponentially, especially after the discovery of the Robusta coffee plant at the end of the 19th century. Due to its higher tolerance to pests and harsh growing conditions, coffee production boomed, and coffee roasters industrialized their distribution.
The defining quality of First Wave coffee was the emphasis on production yields and caffeine content rather than overall quality. Various coffee products appeared on store shelves, such as instant coffees, artificially-sweetened coffees, and pre-ground bags. The concept of the coffee chain also emerged towards the end of this period, as well as advanced packaging methods like air-tight cans.
Second Wave Coffee
Second Wave Coffee is defined as the Era of the Coffee Giants. From the 1970s to the early 2000s, coffee cemented itself as a part of American mainstream culture. Cafés popped up in American cities in larger numbers, and so did franchises of major coffee chains like Starbucks. Rather than existing as grab-and-go operations, cafés were integrated into American social life as places to gather or work, ultimately taking coffee out of the home and into the public sphere.
Unlike First Wave Coffee, Second Wave Coffee wasn’t just about caffeine content or portion size. The Second Wave placed higher importance on quality, even as demand for coffee grew worldwide.
Part of the growing interest in coffee quality was differentiating between coffee origins. This sparked a new market for coffee producers, who began sourcing beans from various regions with unique flavor profiles and blending roasts to create new experiences for drinkers.
Third Wave Coffee
Today’s coffee culture is defined as “Third Wave Coffee.” Coined in 2002 by Trish Rothgeb, founder of Wrecking Ball Coffee Roasters, Third Wave Coffee refers to a more refined and sophisticated approach to coffee, whether focusing on coffee
origins or brewing.
Present-day coffee consumers want to know more information about
where their beans come from. Discussing roasts today involves understanding a batch’s regional origins, specific roast dates, and processing methods. Consumers also have better access to information about coffee production and how these various factors influence the quality of their brew.
Brewing has also been elevated to new levels in today’s coffee scene. Unlike the standard drip coffees of the First Wave, consumers have a wider range of
brewing options to choose from. Pour over, nitro cold brew, and Chemex are examples of this recently explored coffee territory. Furthermore, more choices lead to higher specificity in preference, ultimately dictating what coffee shops a given consumer goes to. Perhaps one shop makes a great cold brew, but another has a higher quality pour over. In other words, Third Wave Coffee allows for both quality and quantity.
The Third Wave Coffee movement also witnessed the rise of two other trends: specialty coffee and sustainability. Set by the Specialty Coffee Associations, there are certain standards a coffee must meet to be declared a true “specialty coffee.”
Typically, these roasts are grown at higher altitudes as single-origins and receive premium care from farmers before being sold directly to coffee roasters, as is the case with Lardera. In this phase of coffee history, there is a high demand for the “best coffee out there,” whether it’s the best specialty coffee in your hometown or country.
As mentioned, sustainability and ethics have become important to current consumers. Aware of their carbon footprint, many coffee drinkers want to support ethically sourced and environmentally-friendly coffee brands. Part of this movement also takes farmers into consideration, who have historically suffered from poor working conditions and unfair trade agreements.
Lastly, the barista has taken on a new image in the Third Wave. Rather than being seen as a food service worker, baristas who work with a specialty coffee or various technical brewing methods are viewed as true coffee experts. Digital scales and electric kettles became essential components in brewing specialty coffee, eventually making their way into coffee lovers’ homes as well. Overall, there exists a higher respect for the world of coffee brewing than before, especially now that consumers know how many variables are at play when making the perfect cup.
