As a coffee drinker, you may have come across the concept of “third wave coffee” — but what does this really mean? Third wave coffee isn’t a term that refers to a thing, but rather a movement. The third wave coffee movement refers to a movement in coffee culture that first emerged in the 2000s, transforming coffee into a craft (as opposed to just a drink you have in the morning).
This movement includes several key core values, such as freshness, direct trade, precise brewing methods, and other coffee priorities that the previous “wave” didn’t pay much attention to. Here are the basics you need to know about third wave coffee — from how it started to what it means.
What is meant by third wave coffee?
You can think of third-wave coffee almost as a movement that highlights coffee as a drink worth savoring, rather than merely a caffeine source. “It emphasizes origin, from countries to farms and varietals. This focus on purity has resulted in lighter roasts that showcase terroir and boost flavor,” says Shaka Lohardjo, co-founder at forchewn.
Third wave vs. first and second wave coffee
“So-called ‘first wave’ coffee is characterized by coffee as a pure commodity. At the time, it was often lower quality and mass-produced, with little to no emphasis on producers or specialty roasts. It was often ground in advance (or even instant), neither of which results in maximizing flavor and aroma,” says Heather Perry, CEO of Klatch Coffee.
In comparison, “The second wave arrived in the USA in the late 20th century, with the rise of coffee house and cafe culture. There is increasing interest in espresso-based drinks, like the latte or cappuccino. Flavored coffee syrups also became increasingly popular during the second wave.”
“In the late 1990s, consumers and roasters developed an increasing interest in higher quality, especially lighter roasts of single-origin coffees, designed to bring about the best in each bean. There’s a new focus on producers, alternative processing methods, and a variety of brewing methods, like pour overs, designed to highlight the flavors and aroma unique to each bean,” says Perry.
Characteristics & values of third wave coffee
The third wave coffee movement prioritizes several characteristics and values that the second wave of coffee did not. For example, Perry shares that one key value of the third wave movement is a heavy emphasis on coffee sourcing, with a heavy focus on fair treatment of farmers and sustainable wages. For coffee shops, this can include “Knowing and engaging with those up and down the supply chain, including relationships with individual producers and an increased emphasis on sustainability in sourcing.”
Consumers are also placing a heavy emphasis on the freshness of their beans, such as selecting to buy from roasters that include a roast date on packaging for optimal freshness. The concept of third-wave coffee focuses on transparency in an era with specialty coffee thrives. In this, consumers care more about each roaster’s “story”, which could include their families, their unique processing techniques, the local soil, and even weather conditions — things the previous wave may not have paid attention to.
“In prior waves, consumers had little, if any visibility on the producer of the beans in their possession. Instead, beans were simply labeled with packaging like “premium”, with no real information about sourcing. In the third wave (or specialty) era, roasters enjoy new levels of transparency – often enough that they’re able to share the specific origin stories of a coffee, down to a single region or even one single farmer. While consumers don’t buy coffee directly from coffee farms, they have access to a higher degree of knowledge about the intentions, values, and techniques used by a single producer than ever before,” she shares.
Third wave coffee cafe experience
“Guests can expect a product and service offering that enhances their appreciation and understanding of specialty coffee when they visit,” says Perry.
This means guests visiting cafes can expect specific coffee selections such as pour-over options, and barista and cashier interactions where knowledge is freely shared. “Special touches like latte art can top off the third-wave coffee experience.”
“Emphasis on freshness is another key hallmark of the third-wave cafe experience. Roasters frequently mark bagged coffee with the roast date and carry a limited supply to prevent roasted coffee from sitting on shelves for too long. For us at Klatch Coffee, we roast all coffees to order, so baristas may even encourage consumers to order coffee beans from our website for the freshest option.”
The third wave coffee movement really allows small to mid-size roasters and cafes to shine. “Chains with thousands of locations need to source a massive amount of coffee, so almost by definition, they can’t maintain relationships with individual producers and source in smaller quantities,” says Perry.
In addition, Perry shares that the third-wave coffee movement has pushed many roasters to educate their baristas beyond just knowing what’s on the menu. This means curious consumers who want to know details about their cup — such as a processing method — have the answers to make drinking coffee more of an educational experience than just a transactional one.
