We are not talking surfing bro... We are talking coffee, and when it comes to the consumption and development of coffee as a drink, it has evolved significantly over recent years.
Third Wave coffee is all about letting the coffee speak for itself.
The 'first wave' of coffee was all about consumption, and peaked when freeze-dried techniques made instant coffee popular if not necessarily good. It was about appreciating what coffee gave us: the caffeine buzz, and a hot drink to enjoy a conversation with friends over.
The 'second wave' came with the globalisation of coffee chains and franchise organisations attempting to dominate the marketplace. It was about consumerism, the enjoyment of coffee, and attempting to define speciality by moving the focus from robusta coffee (traditionally used in instant coffee) to arabica coffee which is typically considered a higher quality bean. It was about modifying the drink to taste like anything other than coffee by adding sweetners, sprinkles, syrups, whipped cream and milk.
The 'third wave' is about taking coffee to a whole new level of sensory experience, enjoyment and appreciation. 'Third Wavers' appreciate each coffee for what it truly is and take whatever necessary steps to highlight the amazing, unique character in every coffee. They acknowledge that everything and everybody involved every step of the way is centered on the quality of the coffee that fills the cup.
Typically, 'third wave' Micro Roasters such as Bean Drinking: