So why not experience coffee on the same level?

This approach, known as the “third wave of coffee,” aims to educate coffee enthusiasts in order to help them look for the subtle tastes of coffee.  Gone are the days of coffee as simply a means to a jolt of energy in the morning or late afternoon (replaced by the Starbucks and other coffee shops “second wave” of coffee), and even as we speak the second wave is waning.  The evolution of crafting the perfect cup of coffee, of finding that “sweet spot” of flavor when roasting, is breaking in to the coffee scene and craft shops are cropping up nation-wide, emulating such establishments as Stumptown Coffee Roasters of Portland, Oregon, who are seeking out ways to help their consumers more fully understand the coffee they are drinking.

Like wine and its grape counterparts, coffee has regional nuances that aid in determining the flavor profile.  Coffee beans grown in Kenya will impart different flavor notes than coffee from Latin America, and Hawaiian coffee will vary from that hailing from India.  Teasing out the subtleties is part of the allure of a good cup of coffee, and those well-versed in tasting can detect such flavors as herbs, chocolate, caramel, plums, and even lemon grass.

Roasting these delicacies is a big part of the third wave of coffee, and knowing where the coffee is grown in part determines how it is roasted.  Light roasting African coffee that has a typical grapefruit/coconut flavor, for example, is going to draw out the citrusy aroma characteristics because the acids and oils will be more prominent.  The roast allows the sweetness to develop to optimal levels, and enhances the natural subtle flavors of the bean.

Coffee roasters are also starting to share information about the growers whose beans they roast—information about the farm and about the relationship between roaster and the farm, as well as pictures of the production process of the beans that they buy serve to deepen the enjoyment of consumers, and, maybe even more importantly, to know a little bit about the grower—who they are, what they do, what they stand for, and other tidbits of information that help to form a relationship.  It’s the coffee-world version of “going local,” a way to ensure quality beans without exploitation of the growers, and it’s a trend that is rapidly grabbing a toehold among coffee lovers.

This third wave of coffee, then, proves that coffee can be a culinary experience similar to that of beer or wine tasting, and it’s likely just a matter of time before we start to see a trend of pairing coffees with foods to enhance their flavors.  Are you as excited as I am to see where this third wave leads?

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It seems that every segment of the food and drink industry has a different way of defining “craft,” using a definition to suit their needs and sell their product.  But what, really, is “craft,” and how does it apply to the latest trend, craft coffee?

The dictionary defines craft as an art, trade, or occupation requiring special skill, especially manual skill.  Or, as a verb, to craft is to make or manufacture (an object, objects, product, etc.) with skill and careful attention to detail.

In the coffee industry, opportunities for craftsmanship abound at each step of its production—from the farms where the beans are grown to the coffee shop where your drink is carefully constructed.  But it’s more than just the process, it refers to “the pursuit of making a cup of high-quality coffee, while also engaging consumers in the story of the coffee—from the origin of the beans to how it’s brewed in your local coffee shop,” according to Jill Yanish in her article “4 Things to Know About the Craft Coffee Craze.”

Coffee, though, has been around practically since the dawn of time, and legend has it that a goat herder in Ethiopia, whose goats were acting crazy, dancing around, with loads of energy, investigated why and found they were eating cherries in a field.  The goat herder tried the cherries and, according to the legend, he never fell asleep again.  It is presumed that the first cups of coffee were actually more of a stew, made from adding the coffee cherries to large pots of water and then extracting and brewing.

The evolution of coffee from the commodity product it was in the 1950s and 1960s to the delicacy it has become (and continues to evolve to) began with the formation of Starbucks, whose founding members wanted to sell high-quality coffee beans and equipment.  Retail sales began in the mid-1980s, and the evolution picked up speed in the 1990s as Starbucks sought to lure customers with tasty coffee concoctions such as the Frappuccino.

Now, though, many coffee artisans are seeking to follow in the footsteps of the beer, wine, and cocktail industry as they tease out different flavor profiles dependent on the region the beans were grown in, the roasting methods, and brewing technique.

The climate in different growing regions determines how coffee is grown, how it is processed, and how it tastes.  In Kenya, for example, coffee will have savory, grapefruit, and coconut flavor notes, while Ethiopian coffee will be more herbal and tea-like with hints of lavender and sage.  And in Latin America, coffees tend to impart chocolatey and caramel flavors.

Beyond climate, how coffee is roasted will affect the flavor.  Lighter roasts tend to be more acidic and convey floral and citrus notes.  Medium roasts are sweeter and the sweetness tends to last as you sip, and darker roasts are higher in aroma due to reduced acids and oils.

And finally, how coffee is brewed will also play a part in determining the final outcome of your cup of coffee.  Pressed coffees and pour-overs, automatic drips, and percolators all impart different flavors.

What small-batch coffee artisans do, then, much as craft brewers or wine makers, is to experiment with different regional coffees, different roasting methods, and subsequent brewing styles to create a complex cup of coffee that consumers can experience rather than just drink.  Fading away are the days where your daily cup of coffee is simply a “bolt of energy,” and we are welcoming these new subtle nuances of plums, chocolate, pineapple, caramel, herbs, and spices.

Welcome to the craft coffee craze.  I think you will enjoy the ride.

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The high demand for these specialty beers, though, is creating a black market, and unauthorized dealers are selling them underground or online for inflated prices.  All in an effort to profit from another’s time, hard work, and passion.

Besides simply taking from what the brewer so whole-heartedly put in to the craft beer, there are other reasons they are opposed to this black market of beers.  Natalie Cilurzo, co-owner of Russian River Brewing Company, says that quality control is at the heart of the issue.  “Beer is a food product and it does not take much to spoil it,” she states.  Imbibing in beer that is not at its best can harm the reputation of the brewer, but still, this is not the end of the harmful effects of bootlegging.  There are costs involved in making and selling the beer, underlying costs beyond the obvious expenditures for materials.  There are business licenses, taxes, production costs that aren’t accounted for when the beer is sold underground.

Unscrupulous black market beer geeks work around the alcohol regulations, too, as they often lack the proper permits to sell alcohol.  By marketing the rare craft brews as “collectible beer bottles” and not mentioning the content of those bottles, they have found a way to divert the system, at least temporarily, as eBay for one is working to prohibit these sales.

So what is a beer-lover to do?  How do you legally get your hands on these scarce relics of the industry, the “whales” in the beer community?  First, try beer trading.  You can find traders online on Craigslist, or Beer Advocate (which, by the way, also posts a “Bad Traders List” to help you avoid price gougers and unethical sellers.)  Or you can join a membership club.  You can find friends who are visiting the area around where your favorite beer is located and have them help you obtain a few bottles or cases.  When there is a will, there is usually a way, and there are opportunities out there for nabbing the vintage beers. You may have to be creative, and you may have to be flexible in your choices, but it is possible.

And what should you do if you do manage to score a rare brew?  Devon, from an article found on www.drinkcraftbeer.com, tells of the five basic rules he follows if he is ever able to get hold of his favorite rare beer, Heady Topper, from The Alchemist in Vermont.  First, he says you should never be greedy.  Don’t buy up all the beer in one purchase—the reason you found it in the first place is because the person before you didn’t do just that.  Second, don’t sell it.  He says that “not everything has to be about money all the time.  Just enjoy the beer.”  Third, drink it now!  As I mentioned earlier, beer is a food product and is meant to be enjoyed soon after purchase.  And as Devon says, there is always new beer coming out.  Fourth, share it.  You may get a little less of your favorite but karma dictates that someone you share it with will likely share their next score with you—win-win in my opinion.  And he is quick to point out that you should share some with your not-so-savvy beer-drinking friends.  Help them learn to love craft beer the way you do!  And lastly, beer should be fun.  If you don’t get the exact beer you wanted, no worries, there will always be new and exciting beers out there.  If you ever take beer too seriously…well, just don’t do that.

Do you have a favorite special artisanal beer?  How do you go about obtaining it?  I bet there are plenty of beer lovers out there who would love to hear your secrets!

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So what, you may ask, is a food hall?  It is like a public market, but it is more.  It is a comparable to a food truck, but it is more.  It shares similarities with a mall food court, but it is more.  It is an extended galleria of local vendors, convened for the same purpose—to sell their craft to consumers.  Local, sustainable shop ranging from soaps to cheese to fish to beef, and everywhere in-between.  Restaurants, artisan bakeries, coffee shops, wine and beer stalls, butchers, produce grocers, and much more, all under one roof, where vendors are eager to talk to customers, to share the stories behind their craft.

Food halls, though, aren’t a new concept.  They have been a staple in Europe, Japan, and other places throughout the world.  But in America, we were drawn to the convenience of “fast food” or to the elegance of “fine dining,” and therefore there was no need for any sort of food hall in our culture.  A shift is being made, though, as we are developing a hunger for authentic, homegrown products, real food that we can connect to via the farmers who grow produce without chemicals or even to those who raise livestock in a humane manner.   Food halls give us the opportunity to feed that hunger.

Also, according to the New York Eater, food halls are “another sign of an urban and culinary renaissance that’s happened over the past decade,” that food markets and restaurants have been successful when they are a “destination” for consumers. Customers can find every gourmet food item imaginable, all in the same place, all ready to eat at communal dining areas or ready to take away and be prepared at home.    A food hall is a haven for artisanal and specialty purveyors, buzzy food stalls and upscale restaurants, and as Anthony Bourdain, American chef and television personality, tells M Live, “I think there’s a real appetite for more low-impact, more casual, yet good-quality meal options.  That goes along with a shift in dining habits in general.  On one hand we demand more variety, better quality, more options.  On the other, we seem fatigued with the conventions and time investment of a multi-course, full-service meal.”  So really, we aren’t heading in a direction opposite of convenience, but rather in the direction of local vendors and restaurateurs available to us in one single location.

In short, the food hall trend catching fire across the United States will allow consumers to shop for groceries, for toiletries, for beer, for wine, that is grown or made locally, while also having the option to dine on meals of the same quality.  When all is said and done, who won’t appreciate the convenience?

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