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Is instant coffee representative of the third coffee wave?

Published: 2025-08-21 Author: World Gafei

Last Updated: 2025/08/21, As early as after the First World War (1914~1918), there was a sharp increase in coffee consumption in Europe and the United States, but the scale of the war was far less than that of World War II, so the power to boost coffee demand was weak. More importantly, the technology of instant coffee production did not mature until after World War II. Officers and soldiers who contracted coffee addiction on the battlefield and returned to their fields became instant coffee after the war.

Is instant coffee the representative of the third coffee tide?

As early as after the first World War (1914-1918), there was a sharp increase in coffee consumption in Europe and the United States, but the scale of the war was far less than that of World War II, so the power to boost coffee demand was weak. More importantly, the production technology of instant coffee did not mature until after World War II, and the officers and soldiers who became addicted to coffee on the battlefield and returned to the field became a large customer group of instant coffee after the war. Nestl é, Maxwell and Hill brothers competed for the market pie, and the advertising campaign made people smile: "Genesis newly discovered that this is not grinding love coffee powder, but millions of coffee flavor buds, instantly releasing infinite fragrance until the last drop." Or "instant coffee is suitable for everyone's different preferences, no longer need to worry about cleaning coffee brewing equipment, but also save the trouble of grinding beans." Americans like novel and convenient things, as long as they save time and less trouble, they all sell well after the war, and instant coffee is born at the right time.

The first wave of coffee sprang up from instant coffee, represented by "Nestle" and "Maxwell". "delicious" and "Didi fragrance" are almost the opening remarks of coffee enlightenment education in the mainland. At that time, Chinese people involved in coffee were resistant to black coffee, which was popular in Europe and the United States, so Nestl é launched a bitter-free 1-to-2 mixed coffee and demonstrated its blending method in advertisements. In the sweet taste of the cream companion, the Chinese coffee journey begins.

Instant coffee is a dry coffee extract obtained by evaporating the water in the coffee extract. Instant coffee was first transmitted to China through Frauner. Instant coffee can quickly dissolve in hot water, and it takes up less space and volume in the process of storage and transportation, so it is more resistant to storage. It is different from the more complicated traditional way of brewing coffee, so it is widely popular.