The Third Wave of Coffee: A Journey Beyond the Bean
The Third Wave of Coffee
In the world of specialty coffee, the term "Third Wave" is frequently used to describe the evolving relationship between coffee and its consumers, as well as the growing significance of this beverage in our lives.
Coffee hasn’t always received the care and attention it enjoys today in specialty cafés. Until the 1970s in the United States and other major consumer countries, coffee was primarily a mass-produced commodity sold by large food companies, displayed on supermarket shelves alongside cereals and other products. This era, known as the First Wave of coffee, featured coffee without informative labels, often roasted with sugar (torrefacto), and aimed at the broadest possible audience.
In the 1990s, the relationship between coffee and consumers evolved significantly in these countries, driven by the rise of companies dedicated exclusively to coffee and its take-away preparation. This period, known as the Second Wave, introduced larger coffee cups (up to 700 ml) with additives like syrups, creams, and sauces. It was the era of highly customizable flavored coffees—think vanilla, caramel, or vibrant, colorful concoctions. Ordering a "double decaf frozen mocha with skim milk" became a hallmark of this American reinvention, challenging baristas worldwide.
In 2003, barista Trish Rothgeb coined the term "Third Wave" to describe an emerging but previously undefined shift. Once again, the way consumers perceived coffee and its intrinsic value had transformed. The selection of green coffee beans, roasting techniques, and preparation methods in cafés had all evolved significantly.
This period introduced new terminology to the coffee world: varietals, altitude, processing methods, climatic regions, soil types, fair trade, organic farming, and environmental certifications, among others. The Third Wave emphasized the artisanal nature of coffee, prioritizing quality and traceability across the entire supply chain.
Today, we recognize over 60 identified coffee varietals, most belonging to the Arabica family (accounting for approximately 70% of global production). Well-known varietals include Typica, Caturra, Colombia, Catuaí, Java, Castillo, and Bourbon, alongside rare and exceptional varieties like Wush Wush and Gesha.
Altitude also plays a critical role. Coffee ranges from low-altitude Robusta (up to 700 meters above sea level) to high-altitude varieties grown at 2,000 meters, such as those from Colombia’s Coffee Axis (Eje Cafetero). Higher altitudes often correlate with greater bean density, increased acidity, and more complex aromas and flavors.
Roasting techniques evolved as well. Lighter roasts, such as cinnamon or city, became popular as they better preserve the unique characteristics of each bean.
During the Third Wave, specific coffee-growing regions gained prominence, much like Mantua or Tuscany in the wine world. In Colombia, key regions include the Coffee Axis, Nariño, and Huila.
Two additional pillars of the Third Wave are the working conditions on coffee plantations and the use of pesticides, alongside fair trade practices between producers and buyers of green coffee. This movement encourages a deeper understanding of the coffee journey, from the origin of the bean to the final cup, directly influencing how consumers value the beverage.
In recent years, projects in developing countries have multiplied, with cooperatives and associations empowering small producers to improve local conditions and production quality. Women’s cooperatives are a notable example of this trend.
Some experts from the Specialty Coffee Association (SCA) are already discussing a potential Fourth Wave. Only time will reveal the next evolution of coffee.
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