Third wave coffee
From humble beginnings as a bitter, mass-produced commodity, coffee has radically transformed. Today, we are part of the “third wave”—a movement that has revolutionized how we perceive and experience coffee.
In today's coffee culture, the third wave is more than just a trend; it's a paradigm shift. Coffee is no longer merely a caffeine fix; it's an artisanal craft akin to fine wine or craft beer. We will explore the three waves of coffee and its cultural impacts across the coffee chain.
What is Third Wave Coffee?
The waves of coffee describe the evolution of coffee culture and consumer preferences over the last 200+ years. Third wave coffee emphasizes quality, sustainability, and traceability, turning all stages of the coffee lifecycle into an art form.
At the heart of the third wave is specialty coffee, sometimes used interchangeably to refer to third-wave coffee.
Not just a passing trend, the demand for specialty coffee is expected to reach $83.3 billion by 2027. Its growth is fueled by consumers' increasing willingness to pay a higher price for superior coffee quality, ethically sourced beans, and socially responsible practices.
Third wave coffee vs specialty coffee: the differences
The terms "specialty coffee" and "third-wave coffee" are often mixed up, but they mean different things.
Specialty coffee refers to coffee that scores at least 80 out of 100 points according to standards set by the Specialty Coffee Association (SCA).
In contrast, third wave coffee is part of a movement and cultural change. It includes specialty coffee, but it covers more ground. This movement looks at the whole coffee experience. It focusing on things like how coffee is grown, sourced, roasted, brewed, and presented.
Third wave coffee represents a dedication to craft: green coffee sourced from unique microclimates, meticulously roasted and skillfully brewed to highlight their inherent flavors.
💡 Consumers may be familiar with these terms which are synonymous with third wave coffee: “specialty coffee,” “single origin,” “micro-lot,” “craft coffee,” “artisanal coffee,” and “single-estate.”
Who created the term 'third wave coffee'?
Specialty coffee broker and author Timothy J. Castle first used the term in a 1999 article. Coffee professional Trish Rothgeb referred to ‘third wave coffee’ in a 2003 article.
Next, we’ll trace the evolution of coffee culture through its three distinct waves, starting in the 19th century. Understanding the first and second waves helps us to appreciate today’s specialty coffee movement.
A brief history: the waves of coffee
The development of coffee culture can be seen in different "waves." Each wave, or revolution, marked a distinct change in how people drink, make, and view this popular drink. These waves tell the story of coffee’s journey from a commodity to a craft beverage.
First Wave of Coffee: the beginnings
The first wave of coffee began in the 1800s. During this time, coffee changed from a special drink to a daily drink for many people. Due to mass production and new ways to package and transport coffee, it became widely available and affordable.
Consumers were not concerned about the origins or quality. They wanted coffee to be cheap, consistent, and convenient. Back then, coffee was predominantly instant, pre-ground, and known for its bitterness and ease of preparation (just add hot water!).
Thanks to brands such as Folgers, Maxwell House, and Green Mountain Coffee, coffee became a staple in households worldwide, solidifying its place in daily routines.
Second Wave Coffee and Its Impact
The second wave of coffee started in the 1960s. During a time when convenience was prized over flavor, Alfred Peet wanted something more than the basic, roasted-to-the-death, bitter coffee. He was surprised that the masses were still drinking lousy coffee when this beverage had so much potential.
To pursue his mission, he started Peet’s Coffee & Tea in California, widely considered the OG of the second wave. He used the highest-quality beans he could source and focused on roasting them to bring out their sweetness. Some recognition was given to the origin countries of the beans, and roasting green coffee wasn't just to make it drinkable.
Source: Poster Group
Coffee was never quite seen in the same way again. Espresso drinks gained popularity, and more coffee shops were inspired by Italian cafes to start using espresso machines to make lattes and cappuccinos.
New entrants like Starbucks created hype by selling the cafe atmosphere and creating creative espresso-based drinks with flavors such as caramel and hazelnut. They sold the idea of a cafe being the ‘third space,’ where people can socialize, hang out, or even work from.
💡 Did you know that Peet inspired Starbucks, and the founders were trained by Peet himself?
All these were solid steps of progress in coffee culture. However, it would take several more years before the focus shifted to what matters the most: coffee beans. Most people are still stuck to their old habits of having a cup of joe each morning at home, but a desire for better coffee is brewing in the hearts of some.
The Third Wave: specialty coffee
Fast-forward to today. We’re currently in the third wave, which began around the 1970s. George Howell of Coffee Connection is credited with paving the way, and Erna Knutsen first used the term ‘Specialty coffee’ in a 1974 Tea & Coffee Trade Journal issue to refer to beans with the best flavor, produced in special micro-climates.
A small group of coffee professionals founded the Specialty Coffee Association of America (SCAA) in 1982. You know things are getting serious when the industry starts setting standards. The SCAA eventually merged with others and became the SCA we know today.
While coffee at that level steadily caught on in North America, parts of northern Europe, and Australia, it was still considered niche and ultra-fancy in the 1980s to 1990s.
But as consumer demand for higher quality beans grew, so did methods of farming, production, roasting, and brewing. The specialty coffee industry blazed a new path for itself, separate from the commercial coffee industry (which still accounts for ~78% of all coffee produced). From farm to cup, every step is focused on “quality, craft, and a connection to origin and the producers” (2014 US Barista Champion and Consultant Laila Ghambari).
Third wave cafes: how to spot one
No longer outliers, third wave cafes and specialty coffee shops of all sizes can be found in thousands of cities. Many are independent boutique cafes with charming interiors, often roasting their green coffees in the same location.
So, what makes a place a third wave cafe? Here are some telltale signs:
- It states on the menu where their beans come from
- No house blends or Christmas blends, but single origin, single estate beans
- Manual brewing methods
- Skilled baristas
- Distinct brand identity
- Strong business ethos, which translates into consistency and quality
Summary
The third wave is collectively shaped by multiple groups, including passionate coffee enthusiasts, coffee farmers dedicated to quality, and younger generations who embrace the coffee culture and the finesse of specialty coffee.
While we are still in the golden years of third wave coffee, there are whispers about the fourth wave, although that has yet to be defined. One thing’s for sure—the waves of coffee are continuously shaped by demand, consumer trends, technology, and demand. Partake in this journey by enjoying a cup of specialty coffee at home or at a cafe, while appreciating the amount of dedication and passion that make each sip special.
