What is the 4th wave of coffee?
the slow coffee movement
The waves of coffee
Constant evolution
Coffee’s story is one of constant evolution — from wild Ethiopian hillsides to today’s artisan coffee shops. Over centuries, waves of innovation have shaped how we drink, think, and feel about coffee. We are now riding the 4th wave of coffee, where science, sustainability, and obsession meet. Here’s a walk, or wade, through the waves so far…
In the beginning
The foundation begins with the discovery of coffee in Ethiopia where legend says a goat herder discovered the cherries. ‘Penny universities‘ became a social hub throughout Europe in the 17-18th centuries. This was the name given to English coffeehouses, where the price of a cup of coffee (one penny), granted men admission and access to newspapers and intellectual debate.
1st wave
functional : refuelling
20th Century
The first wave made coffee for everyone.
It shifted from a luxury to a household necessity — cheap, instant, and convenient. Vacuum-packed tins filled supermarket shelves. It wasn’t about taste; it was about staying awake.
Coffee was dark, bitter, and purely functional — fuel for the day ahead.
The 2nd wave
lifestyle : enjoyment
Mid-1990s
Enter the coffee chains — Starbucks, Costa, and the rise of café culture. Coffee became an experience, not just a drink. The espresso, the latte, the caramel drizzle — the café became our ‘third place’ between home and work.
Still dark-roasted — but now with new styles and flavourings — social, comforting, and aspirational.
The 3rd wave
craft : love
Mid-2000s
Then came the artisans.
This wave put the bean front and centre. Lighter roasts, single origins, and manual brews revealed coffee’s true complexity.
The focus shifted to farm-to-cup transparency, fair trade and flavour honesty. Coffee was no longer just good — it was crafted with love and purpose.
The 4th wave
science : obsession
2010 and beyond
Welcome to the precise, passionate world of the 4th wave of coffee. It has become a science — a drink measured, tested and perfected.
Every element matters:
- Grind size down to the micron
- Temperature and flow rate tuned to perfection
- Speciality beans sourced responsibly, roasted in small batches
This is a movement of mindful brewing and meaningful sipping — where every cup reflects connection, creativity, and care.
The Journey Continues…
From refuelling to ritual, every wave has brought us closer to the essence of coffee. The 4th wave of coffee celebrates not just great taste, but purpose, precision, and people.
