Third-Wave Coffee

The "waves" framing was coined in the early 2000s and is usually attributed to Trish Rothgeb of Wrecking Ball Coffee. The first wave is mass-market commodity coffee (Folgers, Maxwell House); the second is the rise of espresso chains (Starbucks, Peet's); the third is the artisanal movement that treats coffee like wine, with named farms, varietals, and processing methods on the menu card. Brooklyn was an early adopter — shops like Sey Coffee, Partners, Devoción, and Variety are all third-wave in approach.