Introduction:Since the birth of the specialty coffee concept in the 1970s, the global coffee market has undergone three major transformations. This article will delve into how these three waves have shaped today’s coffee culture, and help you understand the quality pursuit behind specialty coffee—including key elements such as bean sourcing, roasting techniques, and brewing methods—so you can better grasp the flavor mysteries of coffee.
The idea of specialty coffee was first proposed by Ms. Erna Knutsen, hailed as the “godmother of specialty coffee,” in 1974. She emphasized the crucial impact of microclimates and terroir on coffee flavors. Later, the Specialty Coffee Association of America further refined the definition, stating that specialty coffee encompasses high-quality control throughout the entire process—from variety selection, growing environment, green bean processing, roasting to brewing. In short, it is the perfect integration of the “three pillars”: good green beans, good roasting, and good brewing.
In her writings in the Tea & Coffee Trade Journal at the time, Ms. Knutsen explained that specialty coffee must be grown in the most favorable microclimates and soils to cultivate unique flavors. She also co-founded the Specialty Coffee Association of America (SCAA) with Donald Schoenholt and others, making the term “specialty coffee” an internationally recognized term and clearly distinguishing it from regular commercial beans.
Looking back at the history of coffee development, the global market has successively experienced three significant waves of transformation. The first wave was represented by instant coffee brands such as Nestlé and Maxwell House, which played an enlightening role in the Chinese coffee market. At that time, many consumers were unaccustomed to the bitterness of black coffee, so brands launched 1+2 blended coffee mixed with creamer, opening the market with the slogan “Drop after drop, rich and satisfying,” but also leading many to mistakenly equate coffee with a combination of bitterness and creamer.
As the market matured, the second wave of coffee emerged in Europe and America, led by brands such as Starbucks and Costa, focusing on espresso and the concept of the “third place.” These coffee shops were not just places to get beverages, but became venues for social interaction and self-expression. In China, the second wave unfolded alongside the adoption of Western culture, with Starbucks rapidly expanding. The comfortable and identity-defining consumption spaces it created attracted many urban professionals, becoming synonymous with taste.
The third wave of coffee, on the other hand, represents a quality revolution that returns to the essence of coffee. Advocates of this wave insist on using specialty coffee beans directly sourced from origin, with precision and transparency emphasized in everything from bean selection, roast profiles, to the final brewing method. They are committed to showcasing the unique regional characteristics of each bean, and through rigorous green bean selection, professional roasting, and scientific brewing processes, they allow the true flavors of coffee to shine through.
In third-wave coffee shops, not only is the origin of the green beans strictly controlled, but details such as roast degree, brewing water temperature, flow rate, and time are all clearly defined. For example, the ideal brewing temperature for pour over coffee is typically between 90 to 96 degrees Celsius, while pouring techniques and timing are often precise down to the second—these are all key factors affecting the final flavor expression. Many shop owners are themselves baristas and tasters, with in-depth knowledge of roast profiles and bean varietal characteristics, capable of adjusting processing methods according to the traits of different producing regions, thereby further enhancing flavor complexity.
Overall, from the popularization of instant coffee, to the cultural shaping of espresso, to today’s pursuit of quality in specialty coffee, these three waves not only reflect the evolution of consumer tastes but have also driven the entire coffee industry forward. If you wish to delve deeper into the wonders of coffee, consider starting by tasting specialty beans from different producing regions, and experience how microclimates and processing methods create the diverse and ever-changing flavor profiles.
The above content is compiled by CoffeeHunters, a coffee news website.
