Third-wave coffee started as a niche, a movement led by passionate coffee lovers—often young and counter-cultural—who fought against big brands, cookie-cutter chains, and more affordable commercial grade beans. For many, third-wave coffee meant better quality, lighter roasts, smaller drinks, and sustainable values, served by tattooed baristas. Over time, the lines between third-wave and specialty coffee blurred, and these ideals became interlinked.

As the third-wave movement expanded over the last 25 years, some of its core values remain, while others have been harder to maintain. Can quality be upheld at scale? Can trade-offs be accepted to make a bigger impact? As more cups of high-quality coffee are served, and competitors offer similar standards, how do businesses stay unique?

In today’s cities, particularly in established markets like Europe and the US, it can feel like everyone is serving specialty coffee. While not entirely true (you can still find bad coffee!), it’s clear that customer expectations have risen. This is good news for coffee businesses and drinkers alike, as the overall quality of coffee has improved.

One key trend is how large brands have adapted in response to the growth of independents. Menus, roast levels, presentation, and sourcing have all evolved, improving the coffee many people consume. On the flip side, as small independents have expanded, they’ve simplified their offerings, sometimes moving closer to mainstream High Street coffee profiles in order to improve profitability and reach a wider audience.

While these years have seen improvements in coffee quality, the impact on issues like low prices at origin has been slower than third-wave pioneers once imagined. However, with a larger specialty market, there’s still potential for positive changes in the value chain.

The third wave may have matured into the mainstream, but the future of coffee remains exciting. New businesses are emerging with fresh ideas, ready to take coffee culture to the next level.

Dale Harris,

World Barista Champion 2017