Coffee is one of the most consumed beverages in the world and has a long and eventful history. The development of coffee as a beverage is often viewed in terms of waves. In this article, we explain what Third Wave Coffee and the other waves are all about.
Before the First Wave
Originally, coffee was consumed only by the rich and powerful, as it was very expensive. In the 17th century, however, coffee became increasingly popular and was also consumed in Europe and North America. During this time, coffee became a symbol of luxury and power. This state of affairs persisted until the 19th century.
The First Coffee Wave – First Wave Coffee
In the 19th century, coffee production began to rise rapidly, leading to a drop in coffee prices. This was largely due to industrialization. Mass production delivered mass-produced goods at lower prices. This, in turn, made coffee accessible to more people and led to increased consumption. During this time, the first wave of coffee consumption began. An exact start date for the First Wave cannot be pinpointed, much like with historical eras. The period for the first coffee wave is generally considered to be the late 19th to mid-20th century.
During the first coffee wave, coffee was primarily consumed for caffeine and thus energy. Taste, aromas, origin, or roast level were not important. Within the first coffee wave, a process for producing instant coffee was developed. This made coffee even more accessible to people and could be prepared with minimal effort. During the first coffee wave, people mostly drank filter coffee or instant coffee.
For those who find it hard to imagine, picture an American diner from the 1950s. It’s 4 p.m., and at the counter, there’s a coffee pot with filter coffee, prepared by the waiter in the morning and kept warm ever since. It’s cheap, doesn’t need to taste good, and is only meant to keep you awake on the highway. That was First Wave coffee.
The Second Coffee Wave – Second Wave Coffee
The second coffee wave is likely more familiar to most coffee drinkers. It was during the Second Wave that people began going out specifically to drink coffee. The first cafés and coffee shops opened, including Starbucks. The peak of the Second Wave was in the 1970s and 1980s. Coffee was now freshly prepared. Additionally, new coffee drinks were developed and served. Coffee shops began preparing drinks based on espresso, including Latte Macchiato and Cappuccino. A coffee-to-go culture also emerged. Coffee drinkers no longer consumed their freshly prepared coffee on-site but took it with them to work, to sports, or to the park.
The special and wonderful thing about the second coffee wave: Consumers began to develop a consciousness for good coffee. Gradually, people realized that not all coffee tastes the same. Over time, they recognized different aromas and differences in coffee quality. High-quality coffee is also referred to as Specialty Coffee, a term first used by Erna Knutsen in 1974.
The Third Coffee Wave – Third Wave Coffee
The third coffee wave began around the mid-1990s. However, the term Third Wave Coffee was only coined in 2002. The era of Third Wave Coffee can also be described as the specialty coffee movement, as great emphasis was now placed on the quality and origin of the coffee. Consumers began to engage deeply with the coffee product.
Improvements were sought in all areas of the value chain. The goal was coffee cultivation with organic quality and processing that does not harm the environment. The coffee is gently roasted in a drum roaster to unleash its true potential. Preparation methods were also optimized as much as possible.
Where coffee was once merely an energy source, it has now become an experience. A true culture of enjoyment has emerged, which continues to evolve today. The market share is estimated at around 5%. However, current trends are likely to further increase this share of the overall market.
Why is Third Wave Coffee so expensive?
Those who delve into Third Wave Coffee or Specialty Coffee are often initially surprised by the prices. If you’re used to supermarket coffee costing 8 to 10 euros per kg, paying 30 euros or more for Specialty Coffee can be a shock. But where does this significant price difference come from?
As mentioned, Third Wave Coffee aims to optimize the entire value chain of coffee. However, this also comes with higher costs. For example, those who want organic coffee must forgo chemical pesticides and genetic engineering. This makes coffee cultivation more labor-intensive and yields lower, resulting in higher costs. Those who want fairly or directly traded coffee aim to pay fair prices to coffee farmers, which also leads to higher coffee prices. Additionally, slowly and gently roasted coffee requires time, which naturally increases costs.
When all these aspects are considered, two things become clear:
- If good coffee costs this much, cheap coffee cannot be good—neither for coffee farmers, the environment, nor consumers.
- Good coffee should be appreciated and truly enjoyed.
