Published: 2024-05-15 · 7 min read
The Shift Toward Experience
For many of us today, the ritual of grabbing an espresso-based drink is a daily necessity. However, this ingrained habit is a relatively recent development in the long history of our favorite beverage. Between the 1960s and the 1990s, a movement known as the second wave of coffee fundamentally changed how we view our morning cup. It was a time when coffee moved from being a simple, utilitarian commodity found in every pantry to a central pillar of our social lives.
While earlier generations were satisfied with mass-produced instant or drip coffee, the second wave signaled a desire for something more. This era prioritized the café as a destination—a space that felt distinct from home and the office. For a deeper look at how coffeehouses began, you might enjoy reading about the fascinating history of coffeehouses that paved the way for modern social spaces.
The Birth of the ‘Third Place’
At the heart of the second wave was the concept of the third place. The term, popularized by sociology and embraced by growing chains like Starbucks and Peet’s, described a comfortable, inviting environment designed for gathering, working, or simply lingering. It moved the coffee experience out of the kitchen and into the public eye.
Ordering a cappuccino or a latte stopped being just about the caffeine intake; it became a cultural signifier of sophistication. During the 1980s and 90s, the latte evolved into a true cultural icon. Yet, as the industry expanded, the focus remained largely on the branding, the atmosphere, and the consistency of the experience rather than the specific details of the bean’s origin or the farmer’s labor. In my book, The Complete World of Coffee, I cover these trends and the subsequent shift toward transparency in much greater detail.
📜 History Note
During the second wave, dark roasts became the standard. This preference for intense, bold flavors often masked the unique characteristics of the coffee’s origin, prioritizing a uniform profile over the nuances of terroir.
Why Dark Roast Dominated
The ubiquity of dark roasts during this era was no accident. By roasting beans to a deep, dark level, companies ensured a predictable, consistent flavor profile that customers could rely on across different locations. While this made for a reliable cup, it often overshadowed the complex, delicate notes that we now value in modern specialty coffee.
Understanding how far we have come requires looking at the history of how we prepare our drinks. If you are curious about the evolution of these methods, take a look at the history of coffee brewing to see how our equipment has advanced alongside our tastes.
Comparing Coffee Eras
| Feature | First Wave | Second Wave |
|---|---|---|
| Primary Goal | Caffeine delivery | Social experience |
| Common Roast | Medium/Light | Dark |
| Key Innovation | Instant coffee | Espresso & milk drinks |
| Market Focus | Commodity | Branding & lifestyle |
🔬 Science Insight
The second wave relied heavily on pressurized extraction, which uses high-pressure water to force oils and aromatics out of finely ground coffee, creating the rich crema that became a hallmark of the era.
FAQ
What was the main goal of the second wave?
The second wave focused on elevating coffee from a basic commodity into a social experience. It emphasized the atmosphere of the cafe and the status associated with espresso-based drinks.
Why did second-wave coffee taste different?
It was primarily characterized by dark roasting, which provided a consistent, bold flavor but often hid the subtle characteristics related to the coffee’s origin.
What does ‘third place’ mean?
It refers to a physical space that is neither home nor work where people can feel comfortable gathering, socializing, or working, with coffee being the focal point of that environment.
Key Takeaways
- The second wave changed coffee into a lifestyle and social experience.
- The ‘third place’ concept became a cornerstone of modern coffee culture.
- Espresso-based drinks like the latte rose to fame as status symbols in the 80s and 90s.
- Dark roasts were preferred to maintain consistency, often sacrificing origin-specific flavors.
- Marketing and brand experience often took precedence over bean transparency during this period.
Conclusion
The second wave of coffee left an indelible mark on our daily routines, teaching us that a coffee shop could be a hub for community. While we have since moved toward a more transparent, origin-focused era, we owe much to the second wave for transforming how we engage with our daily brew. Understanding these shifts helps us appreciate the complexity of the global coffee industry even more.
Continue Exploring Coffee
If you enjoyed this article, you’ll find hundreds more pages covering coffee history, brewing science, roasting, processing, sustainability, and specialty coffee inside The Complete World of Coffee.
About Keith E. Lyons
Keith E. Lyons is the author of The Complete World of Coffee, an in-depth guide covering coffee history, science, roasting, brewing, processing, sustainability, and specialty coffee.
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