W
ords like cra , artisan and hand-brewed — descriptions
long tied to wine and beer—are now the faithful terms
used by roasters to highlight the artistry and intimacy behind
the roasting that is upli ing co ee as more than just another
ordinary commodity. It's a type of sip service independent
roasters are applying to their trade.
" e U.S. is the pioneer of the third wave of artisanal roasts,"
says Dana LaMendola, Euromonitor Beverage Analyst.
"While big brands are amplifying the conversation about
di erent roasts, the impetus of this trend comes from the
smaller, independent, so-called 'third wave' co ee shops like
Stumptown and Intelligentsia. at fact that we are seeing
big players pay attention to co ee roasting is a signal of how
pervasive this trend has become."
Specialty Co ee Association of America's Roasters' Guild
Chair Chris Wade says this third wave stems from roasters,
cafe owners, growers and others along the chain sparking a
conversation about the subtleties of each co ee region.
"What they were trying to get out of it was that they could
roast the co ee in a way where the roast wouldn't hide the avor
of the co ee—what we call roast infringement," Wade says.
GROWTH AND CHANGE
" e industry has changed dramatically over the 20 years
we've been in business," notes Alan Spears, co-owner of Co ee
By Design, recalling there were fewer roasters and more co ee
shops that were open when CBD got its start. "Now, there are
more opportunities to enter the roaster market. It's similar to
micro brews; now there are many more small micro roasters -
like the nano-breweries."
Trends in roasting include relationship co ees where
roasters are sourcing via producer-direct contracts. "Whether
A
BY B RE N DA P O RT E R RO C KW E L L
ANNUAL ROASTING GUIDE
W
ords like cra , artisan and hand-brewed — descriptions
long tied to wine and beer—are now the faithful terms
used by roasters to highlight the artistry and intimacy behind
the roasting that is upli ing co ee as more than just another
ordinary commodity. It's a type of sip service independent
roasters are applying to their trade.
" e U.S. is the pioneer of the third wave of artisanal roasts,"
says Dana LaMendola, Euromonitor Beverage Analyst.
"While big brands are amplifying the conversation about
di erent roasts, the impetus of this trend comes from the
smaller, independent, so-called 'third wave' co ee shops like
Stumptown and Intelligentsia. at fact that we are seeing
big players pay attention to co ee roasting is a signal of how
pervasive this trend has become."
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P H.C.
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24-31 roasting guide SCR0414.indd 25 4/4/2014 8:34:12 AM
