Three waves of coffee product development

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Open any cafe and show you a large espresso machine with hand flushing utensils, Philharmonic pressure, siphon pot and V60 filter cup. Boutique coffee and espresso blossom. This is the global "third wave of coffee" craze.

The first coffee wave

2 before the war, in the 1930s and 1940s, the US military took coffee as a necessity and brought it to all parts of the world to prevent combat fatigue. Instant coffee and Robusta were popular in the era. In order to refresh the soldiers and stabilize the Latin American economy and other reasons, the United States has purchased a large number of coffee beans from Brazil and other Latin American countries. In order to reduce costs, coffee practitioners use a large number of low-flavor robusta to grow coffee beans, trying to improve the extraction rate. Bitter coffee can only be made with large amounts of cream and saccharin. It is at this stage that "drinking coffee is harmful to health" spreads around the world. This is the first wave of coffee in the world.

The second coffee wave: after World War II, the Italian method of steam pressure extraction of espresso began to be familiar and accepted, so the concentrated-based fancy coffee was also recognized and promoted.

At that time, the quality of coffee was mixed, generally using deep baking, paying attention to the caramel feeling and alcohol thickness brought by roasting. Then Starbucks and other coffee shop chains emerged and became popular. Starbucks, the representative of the second wave of coffee in Europe and the United States, has also developed and expanded explosively in China. Starbucks'"third space" in the world has become the reason for people to be infatuated with it. "in such a space, people's relationships are free and equal, without a sense of hierarchy in the workplace and without the shackles of various roles in the family, people can release themselves."

Compared with the previous small cafes, Starbucks has built a perfect social and identity space. For the first batch of senior white-collar workers who patronize Starbucks, Starbucks has become "standard" for some kind of identity: high-income, tasteful and in line with international standards.

The third coffee wave: after the millennium, as the consumer market becomes more and more mature, people begin to pay more and more attention to the variety, planting, roasting and extraction of coffee beans. As a result, a number of boutique coffee shops began to rise, forming a "third-generation coffee wave". These stores choose a small amount of boutique coffee beans, through hand brewing and other more elaborate and long-term production methods to get a cup of coffee with a better taste. Coffee fans do not pursue too strong, sour, bitter, astringent taste. Instead, it is a return to nature, a mild and natural method of follicular extraction without external interference, so that the delicate and elegant "regional flavor" of coffee exudes. The third wave of coffee officially kicked off.