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Maxwell House made it “good to the last drop.”
That was the first wave—coffee as commodity.
Then came Starbucks—the second wave.
Espresso shots and Frappuccinos turned coffee into culture.
The third wave?
Craft roasters.
Light beans.
Notes of citrus, hints of jasmine…
Coffee became wine.
And now… the fourth wave.
Well—it ain’t coffee at all.
It’s matcha.
It’s bright green.
It’s sugary.
And it’s sold to tweens.
At Blank Street, kids sip strawberry-shortcake matcha
with 25 grams of sugar and TikTok approval.
Baristas don't just pour drinks—
they build personas:
A matcha for Aries.
A latte for London girls who stream Katseye.
This wave isn’t about the roast—
It’s about the aesthetic.
And instead of changing how coffee is made,
they’ve changed who it’s for.

The fourth wave didn’t start with beans.
It started with a vibe.

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