The Trend of Specialty Coffee; or, What it Means to Slow Down

Explore the global story behind your brew — one that touches farmers, roasters, baristas, and the values that shape modern consumption.

While we’re witnessing a major transformation of the coffee industry - both in Georgia and globally – it affects our connection to daily rituals and values. This change goes beyond just roasting and brewing techniques; It reflects a commitment to a slower, more sustainable lifestyle that honors both the producers and consumers.

This new perspective challenges traditional beliefs and fosters strong connections within the global coffee community.

Since the 19th century, the coffee industry has undergone significant changes, giving us valuable insight into how deeply coffee blends into our daily lives. //__

he waves of coffee culture:

The first wave (1800-1970) centered coffee as a commodity, focused on convenience and accessibility. Coffee was the way to stay productive and alert during the day. Inventing instant coffee and vacuum packaging made it more accessible, but at the cost of flavor and quality.

The second wave (1970-2000) began with the spread of coffeehouses and major chains. Coffee drinking became a social activity, with young people beginning to turn coffee into a social experience and a form of connection. Coffeehouses started to modify and adjust coffee to give it more flavor. The idea of coffee being bitter and dark started to change.

The third wave emerged in the early 2000s. The term “Specialty coffee” was introduced in 1974, by Erna Knutsen, and gained popularity after 2000. From now on different types of coffees were described by their flavor profile. Consumers began treating coffee like fine wine, concerned about origin, variety, processing methods, roasting profiles, and brewing precision. Again, our focus shifted, and the artisanal processes behind coffee production came into focus. This lent deeper understanding and importance to how coffee is cultivated, harvested, and processed.

Specialty Coffee in Today’s World

The Specialty Coffee Association (SCA), the largest global trade association dedicated to a sustainable coffee supply chain, describes Specialty coffee as an artisanal product made from high-quality beans sourced directly from the farmers and roasted in small batches. To be classified as specialty coffee, it must score at least 80 out of 100 points.

The process highlights ethical sourcing, fair trade, and sustainability.

While we enjoy our specialty coffee, selected by acidity, body, sweetness, and balance, what can we learn from it?

• Transparency - From bean to cup, specialty coffee values traceability and accountability. It highlights the importance of ethical sourcing and fair labor. It advises us to consider the impact on the climate and the people.
• Mindfulness - The process encourages to slow down and pay attention to the flavors, preparation and origin of our beverage.
• Global connection- Coffee connects and brings us flavors from different areas around the world. It helps us to appreciate the diverse cultures behind the different types of beans, as well as the people behind them – from farmers producing our coffee to baristas preparing our coffee.

The specialty coffee movement not only redefined the industry’s values towards more sustainable practices, but also provided a more meaningful coffee experience. While we drink our daily cup of coffee we get invited to reflect and ask ourselves:

• Do we want a quick caffeine boost or do we prefer a slow and meaningful moment?
• Are our values driven by convenience, or do we seek deeper connections?
• It encourages us to explore diverse flavors and sensory experiences.
• A cup of coffee can serve as a reminder to slow down. It’s an opportunity to pause and enjoy the simple moment.
• Take a moment to reflect: What does your daily coffee say about you?

As specialty coffee continues to thrive in Georgia, more people are discovering new ways to appreciate simple pleasures. Next time you visit a coffee shop, think about how it can help you to slow down – for example, ask your barista where the beans come from, or taste the unique aroma of your specialty coffee.