Everybody is talking about it, but what is it?


Mostly that means that there was a First and a Second Wave coffee. What are those so-called waves? They represent a big change in the coffee world, the revolution in its production and brewing. And so:


*First Wave: coffee for masses (1920’s – 1960’s)

– coffee gets popular among the masses, and the general consumer was able to easily access coffee daily at home or at the office

– instant coffee becomes popular

– vacuum packaging of coffee

– the taste of First Wave coffee was weak and had lots of acidity

– it was quantity over quality so people had to put a lot of cream and sugar in their coffee to make up for the taste

The main purpose of First Wave coffee is popularization of coffee.


*Second Wave: coffee shops (late 1960’s – 1990’s)

– it is a reaction to the “bad coffee being marketed under the first wave

– first coffee chains were introduced to the market, such as Starbucks

– coffee chains brought higher quality coffees to the masses

– coffee machines became popular

– moving the focus from Robusta Coffee (traditionally used in instant coffee) to Arabica Coffee

– dark roast and espresso became everyday coffee drinks

– people started learning about coffee beans and how it is brewed

– modifying the drink to taste anything other than coffee by adding: sweeteners, sprinkles, syrups, whipped cream and milk.

The main purpose of Second Wave coffee is to enjoy and socialize – the social experience of drinking coffee became more important than the artisan process of producing coffee.


*Third Wave: high-quality coffee (1990’s to now)

– coffee drinkers became interested in the character of the coffee itself: where it’s from, how it’s created, who trades it, who roasts it, and how it’s brewed

– high-quality beans (a.k.a. specialty coffees) and light roast were introduced

– adding to espresso drinks, hand-drip coffees (with carefully chosen tools), new coffee brewing methods, such as French press, Chemex, V60, Aeropress

– people started considering coffee as an artisanal foodstuff, like wine, rather than a commodity

– choosing single origin coffee to make one brew

– development of the latte art

Third Wave is a movement to produce high-quality coffee, and where coffee drinkers learn to pay more attention to and respect the style of coffee, rather than just seeing it as a liquid to put in their mouths.


One of the representatives of the Third Wave coffee, as a specialty coffee, is the Superb Antioxidant Coffee from Living Good Coffee. These beans go through a special roasting process that allows preserving the quality of natural organic coffee that highlights its wonderful taste and aroma while preserving all the nutrients. This coffee is certified by Healthy Roast and USDA Organic, which certifies its natural process of planting, harvesting, and roasting. The whole process is environment-friendly and follows the fair trade rules.

If you would like to check out our shop and our unique coffee, here’s the link: http://www.livinggoodcoffee.net/

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