Popular articles
Recent discussions on forum
Second Wave Coffee
A Journey of Flavor and Experience - How Starbucks and others transformed coffee into an art form, shaping modern coffee culture. Delve into the captivating story here.
Published September 25, 2023
Chandra Melo
Coffee experts@The Coffee Lab
Ever wondered why your cup of coffee tastes the way it does or how Starbucks became a global phenomenon? Well, you could owe such experiences to something known as the second wave of coffee. Intriguing, right? Stick around and I'll let you in on this fascinating journey of flavour, experience, and dramatic change your humble cup of Joe underwent before landing on your breakfast table.
What Are Coffee Waves?
To truly appreciate the essence of second-wave coffee, let's first step back and explore what is meant by "coffee waves". In simplistic terms, these refer to significant periods within the evolution of coffee consumption and production across the world.
- The first wave would constitute early mass-produced coffees that emphasised accessibility over quality - think basic brands found in supermarkets.
- On to our star today - the second wave revolutionized not just taste but also treated coffee drinking as an immersive experience (thanks largely to companies like Starbucks).
- The third wave saw consumers turning into connoisseurs who valued premium quality beans, their origin stories and vein-by-vein extraction processes for maximum flavour.
- To some extent, we're now entering a potential fourth wave defined by detailed traceability and sustainability practices throughout coffee production systems.
It's important to note though that these 'waves' are not clear-cut divisions; rather they are fluid transitions representing shifts in public consciousness towards this ubiquitous beverage. Elements from one can intertwine with another which only adds more layers to this complex story called… coffee! Now stay with me as we dissect the most influential surge amongst them all - second wave coffee.
Second Wave Coffee
Second Wave
The concept of "second-wave coffee" is core to the understanding of modern coffee culture. This term, familiar to coffee enthusiasts and industry insiders alike, represents a decisive shift in consumer attitudes towards this beloved beverage. It marks the transition from viewing coffee as a mere commodity to valuing it as an artisanal foodstuff, much like wine.
History of Second Wave Coffee
The history of second-wave coffee dates back to the 1960s. The term itself originated in the Pacific Northwest region of the United States, famous for its booming cafe culture powered by iconic players such as Starbucks and Peet's Coffee. Before this period, first-wave coffee dominated – characterized by instant coffees and unremarkable cans of pre-ground beans. Enter the second wave with its emphasis on espresso-based drinks, which quickly swept across major cities worldwide.
In comparison to its predecessor, second-wave coffee carried an unmistakable mark: reverence for quality over quantity. There was an appreciation for sourcing good-quality beans and robust brewing methods that pay attention to detail.
Characteristics of Second Wave Coffee
The hallmarks of second-wave coffee are distinct:
- Espresso dominance: The popularity of espresso-based drinks skyrocketed during this era. Lattes, cappuccinos and macchiatos became equally popular as black drip-brewed or percolated varieties.
- Origin awareness: People began recognizing diverse types of beans sourced globally - Arabica from Ethiopia or Columbian Supremo, among others. This heightened interest underscored the acknowledgement of geographical specificities influencing individual flavours.
- Flavored coffees: The tradition of adding syrups like vanilla or hazelnut came into vogue during this phase, making coffee a customizable treat rather than merely a morning pick-me-up.
But beyond these defining features lies perhaps the most significant impact: turning cafes into somewhat trendy meeting points, a concept that rests at the heart of today's coffee-consuming culture. Transitioning from the general to the specific — be it in sourcing, brewing, or appreciating unique flavours—sets upon a novel chapter in our relationship with coffee. It moved away from merely being a caffeine provider and towards becoming an experience unto itself.
Second Wave Coffee Movement
Stepping back in the annals of history, let's delve deep into what really spurred the second-wave coffee movement. Revolving around a time when second-wave coffee began garnering acclaim, it introduced consumers to a whole new world of taste and quality. While previously, people didn't venture too far from their percolators and drip pots, this phenomenal transition ushered in an era where more folks took an interest in their brew.
Advent of Cafe Culture
In tandem with the spread of second-wave coffee, something equally intriguing unfolded - the advent of cafe culture. Cafes emerged as social hubs where people gathered not merely for a caffeine fix but also for lighthearted moments with friends, business meetings or some quiet reading alone.
Increasingly popular chains like Starbucks played an integral role as they brought forward not just quality coffee beans but also cosy venues that have since grown synonymous with cafe culture. Importantly, these branded cafes thrived on customer experience. They offered everyone a taste of being a 'yuppie', sipping lattes lavishly amidst chic interiors while moonlighting as poetry-reading intellectuals.
Experience vs Coffee
Undeniably though, there arose questions about whether this mushrooming cafe culture was all about the java jolt or did it lean more towards building experiences? For many outlets riding this tide, it wasn't just about serving good EA (Espresso Americano), Latte or Cappuccino. On top of getting your preferential roast right each time, these places value staging delightful baristas' performances and creating an escapade from mundane routines wrapped around your cuppa joe.
This veneration directed to 'experience over coffee' shifted how people perceived espresso shots or ristrettos from being mere commodities to architectural presentations promising unique spectacles every single time!
In essence, brewing under almost every detail embedded within this second-wave coffee movement was a goal to inspire people and get them excited about what they were drinking. Consequently, the second wave didn't just highlight appreciation for a finer cup of coffee or espresso; it served as an invitation to be part of a larger coffee culture community while prioritizing experiences over everything else.
Second Wave Innovations in Coffee Production
As the second wave of coffee swept across the globe, it brought with it significant changes to both production and consumption. There was a marked shift from quantity-focused mass production to an appreciation for quality and diversity of taste profiles. This section delves deeper into how this innovative period revolutionized the coffee industry.
The era fostered a newfound respect and interest in the origins and brewing styles, prompting unique modifications at various stages of coffee production. Here are some notable innovations:
- Upgraded Roasting Techniques: Prior to this wave, roasting was done en masse, often sacrificing flavour for volume. The second wave saw more controlled roasting processes introduced, accentuating nuanced flavours and differentiating one bean from another.
- Advancements in Brew Methods: The introduction of new brewing methods like pour-over and French press became normal due to their ability to bring out unique flavour profiles absent in drip or percolator brewed coffee.
- Greater Understanding of Bean Origin: Consumers grew curious about where their brew came from, causing producers to accommodate this by adding information about bean origin on packages. Absorbing espresso culture from Italy also enhanced our understanding of making great-tasting coffee that maintains its inherent qualities without excessive sweeteners or creamers.
All these improvements formed part of a broader trend during the reign of second-wave coffee: creating an enjoyable product based not just on caffeine content but understanding every stage involved in deriving that wonderfully warm cup enjoyed globally today. Greater awareness led to increased expectations for quality thus pushing producers towards better farming practices ensuring beans reach their maximum potential.
Finally, the overwhelming movement broadened horizons beyond your standard 'cuppa joe.' It motivated experimentation with beans from different localities worldwide, organically leading us towards single-origin coffees—a foundational concept for third-wave speciality coffees yet to come.
This engendered concern for sustainability and fair trade within the field which gave birth to new benchmarks that contemporary coffee companies aim to meet. Indeed, these progressive shifts disrupted the status quo of the industry as we knew it and mapped out an exciting future for a beverage that's so much more than just a pick-me-up.
Single Origin Coffees & Blends
The birth of the second-wave coffee culture brought unprecedented popularity and interest in better understanding the world's array of coffees. One particular aspect that emerged as folks started to appreciate more their cup of joe is the focus on the provenance - single-origin coffee - inviting a fresh perspective for evaluating coffee quality.
Single-origin coffee, as explicitly suggested by its name, hails from a single known geographical location. Often these are specific farms or smaller regions within prominent coffee countries. Single origins are celebrated for their distinctive flavour dubbed ‘terroir,’ which refers to how local conditions such as soil type, altitude and climate influence the taste. By embracing this variety, the second wave placed an emphasis on distinctiveness over uniformity.
Blends, another product of the blossoming interest in diverse flavours, offer a different take on optimizing your morning brew experience. A blend takes multiple single-origin beans and creatively combines them under one roof for your brewing pleasure. The reason behind blending can vary: creating balance, amplifying depth of flavor, or even maintaining consistency year-round when some beans may fall out of season.
- Taste diversity: Today’s second-wave aficionados indulge in tasting unique experiences offered by each region – bold earthy notes from Sumatra Beans, fruity brightness of Ethiopian Yirgacheffe or buttery smoothness distinguishing Brazilian Santos.
- Brewing methods: Single origin tends to appeal more to black coffee drinkers who wish to discern delicate flavour nuances via slow brewing methods like pour-over or French Press while blends often hold up well with robust preparation techniques such espresso.
- Quality assurance: The second wave has generated growing commitment towards higher standards in both types - ensuring optimal roast profiles curated specifically per bean profile in single origins and acquiring only the best beans from varying origins for crafting harmonious blends.
In conclusion (avoiding "in summary"…), both single-origin coffees and blends ushered in an era of coffee personalization where the choice extends beyond caffeinated or decaffeinated to a spectrum of delightful flavour profiles, attesting to the transformative journey marking second-wave coffee. Enjoying your preferred cup has become that much richer and more informed experience. A toast, then, to our increasingly sophisticated palates and the incredible variety we can now enjoy when it comes to sourcing our beloved beans!
Fourth Wave: Sustainability and Specialty Coffee
The fourth wave of coffee, though a relatively new concept, aims to push the boundaries beyond what the third wave achieved. While it hasn't yet been universally defined, industry insiders agree that it prioritizes sustainability and premium quality among coffee makers.
As high-quality beans define speciality coffee in this era, the fourth wave also emphasizes meticulously sourcing these beans as part of its core values. Unlike previous waves, where convenience or ambience were key factors, fourth-wave enthusiasts are more driven by ethical awareness. They demand complete transparency about the origin, production methods, farmer benefits – essentially every detail from farm to cup.
Therein lies an interesting aspect of the fourth wave: direct trade relationships between buyers and farmers. This transaction not only ensures superior product quality but has greater positive impacts on farming communities' livelihoods worldwide. By bypassing middlemen and selling directly to the end consumer, these relationships allow for better remuneration for those who nurture our beloved 'Joe.'
The spotlight is also on environmental practices within this movement's framework. Cafe owners are challenging themselves to create zero-waste facilities - including compostable cups and packaging made from renewable sources.
In essence, should we look at defining characteristics:
- Prioritizes ethically sourced beans
- Empower farmers with fair wages
- Reduces environmental footprint
To illustrate sustainable practices thriving in this wave of coffee evolution, consider the burgeoning trend of crop-to-cup traceability supported by blockchain technology. Provenance verification systems like these ensure that your morning caffeine jolt isn't costing us our planet's well-being.
Ultimately, adherents of fourth-wave coffee seek both a finely crafted beverage experience while championing an equitable supply chain that fosters global sustainability. Indeed, they set expectations high for taste profiles and have a keen palate discerning complex flavours inherent in single-origin specialities; however, their commitment seems equal if not more vested in the ethical narrative behind each brew. Thus, a truly satisfying coffee experience within this context addresses not only your taste but also your conscience.
There's no doubt that the way we consume coffee is ever-evolving. As we sail further into this fourth wave, it'll be intriguing to observe how these changes fundamentally influence our relationship with and appreciation for our cherished cup of coffee.
Final Thoughts
The paradigm shift that started with second wave coffee has clearly had both alluring and lasting effects on the global coffee industry. It was a period marked by the advent of café culture, a time when consumers began to appreciate the distinctions between coffees from different regions - giving birth to single-origin coffees and blends. As we moved away from just viewing coffee as fuel, to treating it with reverence, identifying nuances in taste, and cherishing the experience; we were well on our way to entering the captivating realm of second-wave coffee.
There is no denying that second-wave coffee played an instrumental role in shaping our contemporary understanding of this beloved beverage. Despite its inevitable criticisms, primarily centered around product consistency or lack thereof; it introduced innovations in coffee production, opened up new markets for specialty beans and brought forth an experiential element to enjoying your cup of Joe.
As we continue advancing further into what's now known as the 'fourth wave', carrying forward lessons learned during the second wave era, there remains a profound focus on sustainability and eco-friendly practices along with growth in home brewing techniques. This has proven continuously beneficial not only for conscious consumerism but also for revitalizing smallholder farmers and creating sustainable livelihoods.
To wrap things up, while coffee consumption styles will keep evolving over time - transformed by technology, changing consumer tastes or sustainability needs - one thing invariably remains constant: The universal joy seeded in savouring a good cup of coffee And perhaps, that in itself carries forward the beautiful legacy of second wave coffee - inviting us all into celebrating diversity through commonality… appreciating variations while revelling in belonging together!
About the author
Chandra Melo
Marketing as job, barista as passion. An authentic coffee lover, looking for the next fantastic cup of coffee that I will fall in love with. Coffee, for me, is more than a beverage. It's about community and connection - how can all the world consume the same fruit? And differently? How can we have so many different tastes? I also don't know. And because of this, I feel in love each day more for this world. Happy to share and make a change in the coffee community.
Add comment
More on the coffee lab
Sign up and contribute now