Second wave coffee
Second Wave Coffee marks the transformation of coffee from a commodity into a cultural experience. Emerging in the late 1960s and booming throughout the 1970s–1980s, this movement laid the foundation for major coffee chains.
Global brand Starbucks pioneered the modern café model, where customers could enjoy coffee while socializing or working. Consumers became more interested in coffee origins and brewing methods, while brands focused on aggressive marketing and branding.
This wave reshaped coffee consumption habits and paved the way for the Third Wave, where quality, personalization, and transparency take center stage.