Second Wave: Revolution in Coffee Cultre

The Second Wave of Coffee: A Revolution in Coffee Culture

In our previous blog post, we explored the first wave of coffee, a period that saw coffee become a common household item, characterized by mass production and low-quality coffee. Today, we’re going to delve into the second wave of coffee, a period marked by a significant shift in coffee culture, focusing on quality, flavor, and the experience of coffee drinking.

The Rise of Café Culture

The second wave of coffee, emerging in the 1960s and 1970s, marked a significant shift in coffee culture. This wave introduced espresso-based drinks like lattes and cappuccinos, and coffee shops became social hubs. We generally attribute the rise of the second wave to brands like Starbucks and Caribou Coffee that revolutionized café culture.

Canada experienced a burgeoning café culture, parallel to the global trend. The introduction of chains like Second Cup in the 1970s, which originated in Toronto, marked Canada's embrace of the second wave. Second Cup, akin to Starbucks in its impact, played a pivotal role in popularizing espresso-based beverages and fostering a café culture where coffee was not just consumed but experienced.

Emphasis on Quality

The beginnings of coffee origin and traceability occurred in the second wave. Coffee marketing emphasized geographic origin, drawing consumer interest to the specific countries, regions, and individual farms. This awareness led to a greater appreciation of the variety of coffee flavors and profiles. A clear shift from viewing coffee as a commodity to recognizing it as a product with distinct qualities and stories.

Fair trade and sustainability became prominent hallmarks during the late second wave and into the third wave of coffee, which started to gain momentum in the late 1990s and early 2000s.

Cafés during the second wave began to emphasize the quality of coffee. This period saw a rise in the number of independently owned coffee shops that sourced high-quality beans and aimed to craft the perfect cup of coffee. These businesses often highlighted Canadian themes in their branding and ambiance, creating a distinct coffee experience.

The Legacy of the Second Wave

The second wave of coffee laid the foundation for the coffee culture we know today. It transformed coffee from a mere commodity to an experience, from a morning routine to a social event. It also paved the way for the third wave of coffee, which we’ll explore in our next blog post.

Stay tuned as we continue our journey through the waves of coffee, exploring how each wave has shaped our current coffee culture and what the future might hold for this beloved beverage.

I hope you enjoyed this exploration of the second wave of coffee! If you have any questions or want to learn more about a specific aspect of coffee history, feel free to ask.