We often come across the phrase "third wave coffee " in coffee shops or when shopping online. But what does it really mean? And what about the first and second waves?
You'll hear different explanations everywhere you go. In many ways, third-wave coffee is a movement toward producing high-quality coffee and a way to appreciate it. It's about the coffee we're drinking and the way we think about it.
Third wave coffee rejects the old, traditional ways of growing or preparing coffee. Instead, it focuses on the art of brewing and the ethics behind the sources of supply.
A Brief History of Third Wave Coffee
The First Wave: Late 1800s to 1970s
The main characteristic of first-wave coffee, also known as "pioneer coffee," is its intense, dark roast. This roast produced the desired coffee flavor instead of having to rely on the bean itself to provide the desired flavor profile, something people increasingly appreciate today.
The first wave of coffee sparked innovation and discovery in coffee production and distribution, resulting in many of the tools still used today. For example, coffee producers and distributors established vacuum sealing as a crucial packaging method once they understood that coffee exposed to air loses its freshness and flavor. This period also gave rise to the automatic coffee maker. Mr. Coffee®, the first mass-produced automatic coffee maker, revolutionized the way we drink coffee. By making preparation easier and more efficient, this simple appliance helped propel modern coffee culture.
Fueled by these innovations, the coffee industry began to move toward the second wave of American coffee culture.
The second wave: 1970 to 2000
At the end of the 20th century, coffee began to become a beverage people savored out of a desire to understand its origins. The introduction of espresso into American culture provided an important catalyst for the Second Wave of coffee.
Cappuccinos and lattes, now commonplace beverages, offered new and exciting ways to enjoy coffee. The addition of flavored syrups and whipped cream, which appeared later in this wave, also helped transform the culture. Consumers began frequenting coffee shops, turning a beverage that had once been made at home into a social event.
These changes in the typical consumer coincided with the creation of a brand that is now synonymous with the second wave of coffee: Starbucks®. Established in 1971, the coffee giant began by serving the freshest coffee possible with an emphasis on origin and process. This original approach quickly changed when Howard Schultz, a former business partner, purchased Starbucks and transformed it into a successful business, opening a new store every business day since 1990. By 2000, Starbucks had approximately 3,000 locations nationwide.
The Third Wave: 2000 to the Present
All of this coffee-driven innovation led to the third wave of coffee, in which the concept of single-origin coffees , light roasts, and new coffee processes burst into popular culture. Coined by Trish Rothgeb of Wrecking Ball Coffee Roasters in San Francisco, the term "third wave" defines the current movement toward presentation, traceability, and craftsmanship in coffee.
Like the beginning of the second wave, the changes associated with the third wave of coffee arose from consumers' desire to know even more about the coffee they buy. However, today, interest in traceable coffee extends beyond simple knowledge of the country of origin to transparency about regions, farms, farmers' wages, soil, altitude, and processing methods.
The proper presentation and overall aesthetic of a coffee beverage became the hallmark of the third wave of coffee. The simultaneous development of social media also made coffee shops not just a place to spend time, but also a photo op with beautiful matching products. Beverage presentation is one of the key ways this wave continues to change coffee culture.
It encompasses both the tableware used to serve a drink and the presentation of the drink itself, which typically includes some form of latte art. This wave also introduced events known as latte art competitions where baristas can showcase their skills and solidify the growing respect for the craft of making beautiful drinks.
While spending time in a coffee shop became a common activity in the second wave, the third wave turned that time not just into an activity, but into an event. Beautifully designed cafes with short menus and carefully curated meals became the norm. These changes transformed the humble coffee shop into something resembling a wine bar, further solidifying its place as the new specialty shop to watch.
What's next?
As the coffee world continues to thrive in today's third wave, some industry leaders predict a fourth wave on the horizon. This rapidly approaching next phase will likely focus on the root of the world's favorite beverage: the producers.
This focus stems from consumers' desire to delve deeper into the origins of coffee, as well as increasing global attention to sustainability. Sustainable coffee growing practices will continue to gain importance as climate change dramatically impacts coffee farms, including the potential destruction of crops.
Refining the idea of artisanal coffees could also mean coffee shops and roasters sourcing smaller batches from producers or perhaps even a move toward a closer relationship between consumers and producers. Only time will tell what lies ahead for this fast-growing and rapidly evolving industry.