Experience Better Coffee

We all know that coffee has been around for quite some time now. Significant events and developments have been seen along with the change in experiences of the beverage consumption. Besides the development of the most economical way of drinking the beverage spurred on by a need to consume coffee, in which dehydrated, freeze-dried, instant beverages came about, and the popularity of the large-chain, big-business, commercialized-coffee shops, there has not been any major change in the consumption, until now. The renewed popularity of craft, DIY, and a renewed appreciation of experiences have led to a resurgence of craft and manual brewing of coffee.

Enter the 3rd wave of coffee.

The waves of coffee were punctuated by the rise in popularity of certain ways to prepare a cup of coffee and this so-called 3rd wave is actually a throwback to the older analog ways of coffee preparation. Where people used to care, a lot, about doing things a certain way because it meant something to them or that it simply meant that it was better for them. With the 3rd wave, this level of care is manifesting itself in every step of the chain that starts from the farm level to the processing of coffee beans to the transport, procurement, roasting, and persisting especially in the actual brewing of coffee into the cup where the barista has the opportunity to share with the customer this epic journey of coffee, with the same level of care as when the chain started.

The experience of a better cup of coffee, therefore, is not just a beverage. It is a taste of culture, passed from one person to another, stories told through meticulous preparation. It is an epic adventure shared through flavors and aromas from continents far away. Once immersed in the cup, the coffee ceases to be the focus and what is created is a better experience.