First and Second Wave Coffee: Before Specialty

Ever wonder how we got from instant coffee in school cafeterias to hand-poured single-origin espressos in hip cafés? The journey through coffee’s mainstream phases holds the answer—and it starts well before ‘third wave’ was even a term.

There have been three major global coffee movements. The first (1940–1960) focused on instant convenience, the second (1966–2000) introduced specialty concepts and global roasting styles, and the third (2003–present) refined coffee into an artisanal experience. This article explains the first two waves in detail.

What Was the First Wave of Coffee?

The first coffee wave spanned roughly 1940 to 1960. Its defining trait was mass-market coffee consumption, driven largely by the United States during and after World War II. Americans consumed an average of 9 kilograms of coffee per person annually by the war’s end. However, this boom prioritized quantity over quality—coffee was valued mainly as a caffeine boost, not for taste.

Instant coffee dominated this era. The focus was on accessibility and function, not origin, roast style, or brewing finesse. This wave laid the foundation for coffee’s place in daily life but did little to explore its potential as a diverse or high-quality product.

What Changed During the Second Wave?

The second wave emerged around 1966 and lasted until approximately 2000. This period marked the rise of coffee as an experience, led by key figures such as Alfred Peet and Erna Knutsen. Peet, based on the U.S. West Coast, championed dark, freshly roasted coffee and founded Peet’s Coffee, which inspired the global expansion of Starbucks. His deep-roasted beans brought bold flavors into mainstream cafés.

Knutsen, meanwhile, coined the term “specialty coffee” and emphasized how terroir—the unique environmental factors of a coffee’s origin—affects flavor. She highlighted the distinctiveness of beans from different regions, laying ideological groundwork for future specialty practices.

During the second wave, coffee chains proliferated, espresso-based drinks became popular worldwide, and coffee began to be sold as part of a lifestyle. The “third place” concept (a social space between home and work) was popularized, especially by Starbucks. Dark roasts ruled, and coffee moved from the kitchen to the café.

How Did These Waves Shape Modern Coffee Culture?

The first and second waves established coffee’s role in daily life and introduced the idea of coffee as more than just a drink. While the first wave focused on availability and convenience (instant coffee, high consumption), the second wave introduced quality variation, branding, and the beginnings of coffee appreciation through darker roasts and café culture.

Neither wave emphasized origin details, light roasts, or brewing precision—but they created the consumer base and infrastructure that allowed the third wave to emerge. Without the mass adoption of coffee in the first wave and the café culture of the second, the specialty movement would not have had the market or interest to build upon.

Key Differences Between the First and Second Waves

• First Wave (1940–1960): Convenience-driven; focus on instant coffee and mass consumption. Taste was secondary.
• Second Wave (1966–2000): Café culture, espresso drinks, dark roasts. Introduced specialty terminology and origin influence via Knutsen, and popularized roasting freshness and retail coffee experiences through leaders like Peet and Starbucks.

Frequently Asked Questions

What was the main characteristic of first wave coffee?

The first wave of coffee (1940–1960) was defined by mass production and consumption, with an emphasis on convenience—especially through instant coffee. Americans averaged 9kg of coffee per person per year, but the focus was on caffeine rather than flavor or origin.

Who started the second wave of coffee?

The second wave was led by figures like Alfred Peet, who pioneered dark roasting and fresh coffee in California, and Erna Knutsen, who introduced the term “specialty coffee” and stressed the impact of terroir. Their efforts, along with the global spread of Starbucks, defined this era.

Why is the second wave associated with dark roasts?

Dark roasts became popular in the second wave because they produced bold, consistent flavors that appealed to a wide audience. Alfred Peet promoted these roasts, which became a hallmark of coffee chains and masked inconsistencies in bean quality while offering a strong, recognizable taste.

Did the first wave care about coffee origin?

No, the first wave generally ignored coffee origin. The focus was on mass availability and functionality, not traceability, brewing methods, or regional flavor differences. Those ideas only gained traction in the second and third waves.

How did the second wave influence modern cafés?

The second wave established the modern coffeehouse model, emphasizing espresso drinks, in-store experience, and coffee as a social or lifestyle product. This included the “third place” concept and popularized drinks like lattes and cappuccinos globally.

Recommended FrontStreet Beans for Wave History

Explore the origins of specialty coffee with FrontStreet’s Ethiopia Guji Humbera, a bright, juicy Ethiopian offering with notes of blueberry and jasmine—showcasing the ‘terroir’ concept central to the second wave. Pair it with Colombia Narino Huila, a medium roast with citrus and caramel balance, reflecting the regional focus Peet and Knutsen championed. For contrast, try FrontStreet’s Yunnan Black Honey, a honey-processed lot with stone fruit sweetness, highlighting evolving processing methods. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.