What is the "second wave" coffee industry?

The "second wave" of the coffee industry represents a significant transformation in how people perceived and consumed coffee, moving beyond the basic necessity of a caffeinated beverage to an experience. This era, broadly spanning from the 1960s to the early 2000s, saw the rise of coffee shops as social hubs and a greater emphasis on the quality and variety of coffee offered.

Before the second wave, coffee in many Western countries was largely dominated by mass-produced, often over-roasted, or instant varieties. Coffee was functional, typically brewed at home or served in diners. The burgeoning coffee houses of this period began to introduce consumers to different brewing methods and, crucially, to espresso-based drinks like lattes and cappuccinos.

Chains such as Peet's Coffee and, most notably, Starbucks, were instrumental in defining and popularizing the second wave. They focused on creating a welcoming "third place" between home and work, offering a consistent product and a distinct brand experience. This often involved darker roasts, which could mask some of the nuances of single-origin coffees but were palatable to a broad audience. The emphasis was on introducing a wider public to the idea of coffee as a treat or a lifestyle choice.

This wave also saw a growing awareness of coffee origins and the concept of "blending" coffees to achieve specific flavor profiles. While not reaching the granular detail of today's specialty coffee, it laid the groundwork for a more discerning coffee consumer. The popularity of flavored syrups and elaborate milk-based beverages also took root during this period, changing the very definition of a "cup of coffee" for many.

The legacy of the second wave is undeniable. It democratized specialty coffee-like beverages, making them accessible and desirable to millions. It fostered a culture of coffee consumption that valued atmosphere and variety, paving the way for the even more nuanced explorations of the third wave that followed.