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Want to sound cool while getting your morning coffee from that sexy barista with the large honkers on your way to work? Well then, tell her you're a 3rd or 4th waver. Panties... will... drop!

First Wave

The first wave of coffee refers to the period when coffee was treated as a simple beverage to drink with meals, without much focus or care. It was considered a traditional drink with regional styles, but did not receive the same level of attention as it does today. This era of coffee started in the late 1800s to 1920s and was characterized by the rise of mass-produced coffee goods during the industrial revolution. During this time, coffee shifted from a luxury item for the elite to a commodity for the general public. Brands like Folgers and Maxwell House made coffee affordable and accessible to consumers by the mid-1950s, but without any emphasis on tasting notes, country of origin, or the influence of the supply chain on flavor.

Second Wave

The second wave of coffee marked the rise of modern coffee shops, like Starbucks and Peet's. These shops offered a wide range of coffee and tea beverages, including lattes, cappuccinos, and others, and provided a space for lingering, socializing, and escape from the office and home environment. This wave was a response to consumers' demand for higher quality coffee and a shift in expectations. The popularity of these coffee shops coincided with the concept of the "third place" where people could engage in casual socialization. The second wave of coffee also expanded the palate and expectations of consumers by introducing new drinks like cappuccinos, lattes, and café au laits, and making them more widely available. This wave also helped to perfect and refine these drinks by local cafés and baristas.

Third Wave

Third wave coffee is a new way of appreciating coffee as a complex beverage, similar to wine or beer. It focuses on the entire process from farm to cup and highlights the role of the farmers and the importance of proper growing and processing methods. Third wave coffee is concerned with specialty coffee only, and roasters often roast their coffee lightly to bring out the natural flavors and complexity of the coffee. The third wave of coffee started in the early-to-late 2000s and is marked by consumers switching to specialty coffee, as well as the increasing availability of at-home brewing instruments. Consumers also became more concerned with the actual sourcing of green coffee beans and the supply chain, leading to a demand for higher quality, sustainably sourced coffee. Organizations like the Specialty Coffee Association have played a significant role in increasing awareness and demand for specialty coffee, while local coffee shops, baristas, and roasters have been instrumental in bringing direct-trade, sustainably sourced coffee to the forefront of the industry.

Fourth Wave

The US coffee market is moving into its fourth wave, marked by Gen Z's coffee preferences and growth in at-home specialty coffee drinks. This wave will be defined by creative drinks, bottom-up innovation, and a fresh approach to coffee marketing. Home-made premium coffee drinks will be the focus of innovation, as many consumers upgraded their home coffee bars during the pandemic. With the decline in commutes and increase in remote work, there is a rise in ownership of specialty brewing equipment, presenting opportunities for retail coffee brands, coffee additives, and coffee appliances. Home baristas are becoming more skilled and sophisticated with a focus on better grinding, espresso preparation, and high-quality water. The fourth wave is geared towards high-end machinery for home baristas and there is an increased interest in coffee education. While this does not mean the end of the café experience, home consumers are advancing their coffee brewing knowledge and can match their favorite coffee shops.