The Commercialization of Coffee: 1850s to 1990s

Ever wondered why modern coffee often tastes bland or generic? For many specialty coffee fans, the period between the 1850s and late 1900s marked a low point — when coffee shed its cultural roots and became a mass-produced commodity. What changed, and why did quality take a backseat to profit?

Between the mid-19th century and the end of the 20th, coffee evolved from a fresh, small-batch social drink into an industrialized, often stale product sold worldwide — driven by new roasting tech, blended beans, and products like instant coffee. Key turning points included the rise of commercial roasters, the introduction of coffee coatings, and the birth of instant coffee in the 1930s.

From Home Roasts to Industrial Scales

In the 17th century, coffee was enjoyed across British society — the wealthy in private clubs with ritualistic preparation, the poor as a cheap meal replacement. Most coffee was roasted at home or in small coffeehouses, using simple pans over fire or cylindrical tubes hung in hearths. These methods produced just a few pounds per batch, ensuring freshness, but were impractical for mass supply.

The Industrial Revolution changed everything. Mechanized roasting allowed for far greater volume, shifting coffee from a freshly roasted, small-batch product to an industrial commodity. Roasters could now produce coffee at scale — but freshness and consistency suffered.

Coffee Coatings and the Birth of Branding

To extend shelf life, innovators developed protective coatings for roasted coffee beans. In 1868, John Arbuckle patented a gel-based coating made from Irish moss, fish gelatin, sugar, egg, and water — one recipe treated one pound (454g) of coffee. This 'Ariosa' coffee stayed fresh longer than freshly roasted beans from local shops, whose quality varied dramatically. It was one of the first steps toward branded, consistent coffee products.

The trend continued with companies like the Kenya Coffee Company, founded in 1923 by British-Kenyan coffee farmers. By 1962, it was rebranded as Kenko and became a household name in the UK. As regional roasters went national and then global, the focus increasingly shifted to cost efficiency and profit.

The Rise of Blends and Lower-Grade Beans

Traditionally, coffee came from high-quality Arabica beans. But in the 1850s, French and Portuguese growers introduced Robusta, a hardier, more bitter, and less expensive species from Central West Africa. To cut costs, commercial roasters began blending Arabica with cheaper Robusta beans — a practice that persists today.

The Age of Instant Coffee

The biggest shift came with instant coffee. Though the first commercial version, 'Red E Coffee,' was developed in 1909 by British chemist George Washington in Guatemala, it was Nestlé that made it mainstream. In 1930, Nestlé began research backed by the Brazilian Coffee Institute. After seven years and numerous tastings, scientist Max Morgenthaler succeeded, and Nestlé launched Nescafé on April 1, 1938, first in Switzerland, then the UK.

Instant coffee gained a major boost in 1956, when commercial TV shortened ad breaks — making tea preparation (which took longer than instant coffee) less convenient. Though tea bags, invented in 1904, offered competition, instant coffee still dominated due to speed.

Marketing and the Coffee Soap Opera

Coffee also entered the TV age. One of the most iconic ad campaigns was for Nescafé’s Gold Blend, which debuted in 1987. The series followed a romantic storyline between actors Anthony Head and Sharon Maughan, effectively functioning as a mini soap opera. The ads ran for ten years and became a cultural touchstone across the UK.

Frequently Asked Questions

What caused coffee to become more commercial in the 1800s and 1900s?

The industrial revolution enabled mass production of roasted coffee, shifting it from small-batch, freshly roasted beans to large-scale manufacturing. This change prioritized volume and shelf life over freshness and flavor.

What was John Arbuckle’s 1868 coffee coating made of?

Arbuckle’s patent included a gel coating made from one ounce of water, one ounce Irish moss, half ounce fish gelatin, half ounce gelatin, one ounce white sugar, and 24g of egg — enough to coat one pound (454g) of coffee beans, extending their shelf life.

When was instant coffee first invented and when did it become popular?

The first commercial instant coffee, 'Red E Coffee,' was created in 1909. However, Nestlé’s Nescafé, launched in 1938 after seven years of research, became the most successful and widely consumed instant coffee globally.

Why did coffee roasters start mixing Robusta beans with Arabica?

Robusta beans, cheaper and more bitter, were introduced in the 1850s. To reduce costs, commercial roasters blended them with higher-quality Arabica beans, a practice driven by profit margins rather than flavor.

What role did TV advertising play in coffee’s commercialization?

TV advertising, especially in the 1980s, helped shape coffee’s image. Nescafé’s Gold Blend commercials, which aired for ten years from 1987, turned coffee into a cultural phenomenon through a serialized romantic drama format.

How did tea bags compete with instant coffee in the 1960s?

Tea bags, invented in 1904, became more common in the 1960s. Though they offered convenience, instant coffee often won out due to even faster preparation times, especially as commercial TV reduced break lengths.

Recommended FrontStreet Beans for Coffee History Fans

Explore the roots of specialty coffee with FrontStreet’s Ethiopia Yirgacheffe, a bright and floral single origin showcasing classic light roast profiles, and the Brazil Santa Ines, a nutty and sweet washed Arabica that reflects traditional full-city styles. For contrast, try the Classic Blend, a balanced mix highlighting how arabicas can be artfully combined without sacrificing clarity. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.