Waves of the coffee culture
The term 'wave of coffee' denotes successive movements in the coffee industry, marking significant shifts in global coffee culture and social discourse. Coined by Trish Rothgeb in 2002 in the Roasters Guild Publication, these waves outline three significant movements in coffee mass production and distribution.
They encompass changes in sourcing and growing coffee beans and advancements in packaging and roasting techniques, reflecting evolving practices and consumer expectations in the industry.
Traditional Coffee Culture (20th Century): This era was dominated by commodity-driven coffee consumption. Bulk brewed coffee was the norm, and instant coffee offered a convenient alternative.
Branded Chains (1970's): The rise of branded coffee chains like Starbucks offered a more standardized and accessible coffee experience. Espresso-based beverages became increasingly popular.
Artisan Coffee (2000): The third wave of coffee, which began in the mid-2000s, saw a surge in specialty coffee. This wave emphasized quality, origin, and craft brewing methods.
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