Something’s Brewing – Three Waves of Coffee
Today, coffee is a culinary experience. It is not just your morning wake-up call or after-dinner-with-dessert beverage. Homage is paid to its origin, brewing methods and all the nuances of its flavor. But why has coffee become so popular among city dwellers?
Third wave coffee? What happened to the first two?
In the 1960s, coffee consumption began to grow exponentially. For the first time, coffee became widely available. This marked the first wave.
The second wave came with an increase in the quality of the coffee. Big companies – such as Starbucks – started running coffee shops as profitable businesses. Coffee started to become a luxury product rather a necessity.
With a more sophisticated audience, we started to see a growing awareness of the importance of the entire supply chain, from coffee producers to consumer. Sustainable coffee buyers wanted to know where and how coffee was produced and this new consciousness consequently trickled down through to the consumers.
So if that’s the first and second wave, what’s the third wave?
What sets the Third Wave apart?
A greater focus on coffee quality, more direct trade, increasing emphasis on sustainability, lighter roast profiles, innovative brew methods – these are all the essentials of third wave coffee. We chase unique flavors, sweetness, complexity, and distinctiveness in our brews. And we are happy to pay more for these premium qualities.
But when sourcing opinions from industry professionals, one more thing kept coming up: customer service.
“Thanks to direct trade, we baristas and roasters can tell the consumer the stories behind the coffee beans,” says Tetsu Kasuya, the World Brewers Cup Champion 2016. He adds, “Drinking a specialty coffee that has been produced in the right way, and with all the added value that the supply chain aggregates, is the basis of a great experience. This experience is a combination of education, knowledge, and hospitality.”
So it seems, third wave coffee is all about making the consumer feel special. Customer service plays a major role but what’s more, it is about sharing the story behind the cup. This story is one created by coffee farmers, roasters, and baristas. It explains why a coffee is unique, why a consumer can taste certain notes, and why high-quality coffee takes so much work.
Third Wave coffee: it’s the power of storytelling.
Tired of tourist crowds and overpriced fake-a-ccinos? Same here. Whether you want your coffee brewed, dripped, aero pressed, percolated…caffeinate your day the correct way – with our list of best cafés in your city – curated by local coffeenoisseurs. Get the Be app for Singapore and Manila using links below now.
? The Curator Coffee & Cocktails (IG @thecurator_)
The Curator Coffee & Cocktails is the only Philippine bar to crack Asia’s 50 Best Bars 2018. It ranks 25th in the list. This is the third time that The Curator was recognized by Asia’s 50 Best Bars, organized by the same group behind World’s 50 Best Restaurants. Way to go, guys!