If you’ve frequented enough coffee shops, or rubbed shoulders with a few espresso enthusiasts, you’ll have come across the term “coffee waves”. And no, this isn’t a type of latte art. The coffee industry is commonly divided into first, second and third wave coffee (with fourth and fifth having recently joined the party too, but we’ll focus on the basics for now).
The term “coffee waves” was coined by Trish Rothgeb in 2002 in the Roasters Guild Publication, and it is now a widely used term in the industry. Each coffee wave is seen as a significant movement in the industry, and put alongside each other, they show the progression of coffee through the years.
History Of Coffee
We can’t talk about coffee waves without looking at the history of coffee first. No one is exactly certain of the origin story, but coffee is thought to have been discovered in Ethiopia in around 850 CE by a goat herder, Kaldi. He noticed his goats seemed more sprightly after eating from a particular bush while grazing. Kaldi tried these berries himself and realised that he had stumbled upon something incredible.
The coffee trade soon spread to the Arabian Peninsula and then on to Europe and the Americas. The drink was not immediately welcomed in many parts of the world, with people being very wary of its stimulating effect. When coffee first arrived in Europe people were sceptical, calling it a “bitter invention of Satan.” It was only after Pope Clement VIII gave coffee his approval that people started warming up to it.
When it finally did become acceptable to drink, it was still very expensive. Coffee was a luxury item only consumed on special occasions, or by nobility and the wealthier members of society. The consumption of coffee stayed this way for the better part of the 19th century.
The changes in the coffee industry were and still are greatly influenced by economic trends, technological improvements, and social behaviour. At the core of it, coffee hasn’t changed much over the years, but the way we drink it certainly has. We’re pretty sure when Kaldi served his first cup of coffee it wasn’t iced with vanilla syrup and oat milk – and that is what we call progress.
First Wave
The first wave occurred around the 1950’s. It shows the shift from coffee being a luxury item only consumed by the wealthy elite, to an everyday commodity found in all households. This was able to happen through companies like Nescafé creating “instant coffee”. The focus for many consumers was the energy boost and easy accessibility of the beverage, rather than the origin, roast and flavour profile.
Example:
Instant Coffee
Second Wave
The second wave started in the 1970s when coffee shops started popping up, inserting themselves as third spaces in their communities. Consumers became interested in drinking coffee as a social activity and drink customisation became popular. Being able to order your coffee with syrups, milk variations and other add-ons was a game-changer for many consumers.
Examples:
Espresso-based drinks like lattes and cappuccinos
Third Wave
The third wave emerged in the 1990s and saw consumers taking an interest in the entire value chain of their coffee beans. How beans were sourced, roasted and packaged became an important part of the purchase decision. The flavour profile, roast and origin were all taken into consideration and a large focus was on the “craft” element of coffee. The role of the barista was also elevated during this wave, as customers started to credit their skill as art.
Examples:
Single-origin coffee blends, light versus dark roasts
Where We Stand
At Seattle Coffee Company, we have always had a second wave offering. We encourage customers to enjoy our cafés as a welcoming third space, and to order their drinks “The Way You Like It”. Recently we have also moved into a third wave direction, offering single-origin coffee as an option for your espresso-based drinks. In our Signature stores, you can enjoy a full third wave experience, with various brew methods on offer. We’re always looking to broaden our coffee offering so that everyone can find their niche at Seattle Coffee Company.
