Coffee isn’t just a drink anymore — it’s a culture, a craft, and in many ways, a quiet revolution. Over the last few decades, a global movement has reshaped how we grow, brew, and appreciate coffee. Known as the Third Wave, this movement celebrates coffee as an artisanal product — one that tells the story of its origin, the hands that cultivated it, and the care that transformed it into your cup.
The Evolution of Coffee Waves
To understand what makes coffee “specialty,” it helps to look back. The First Wave was all about accessibility — coffee became a household staple, though often at the expense of quality. The Second Wave, led by major café brands, introduced espresso culture and turned coffee into a social experience.
The Third Wave, however, took things deeper. It redefined coffee as a craft beverage — like wine — where everything from a farm’s altitude to the roast profile matters. This wave values traceability, ethics, and sensory excellence over mass production. Discover our collection and experience how Grão brings this evolution to life in every cup.
What “Specialty-Grade” Really Means
“Specialty coffee” isn’t a marketing term; it’s a measurable standard. Beans are graded on a 100-point scale by the Specialty Coffee Association (SCA), and only coffees scoring 80 or above earn the specialty label. These are beans free of defects, with distinct flavor clarity and balance.
Specialty coffee also means transparency — you know where your beans come from, how they were processed, and the story of the people who grew them. This connection between farmer, roaster, and drinker is at the heart of the Third Wave philosophy.
Craftsmanship in Every Step
From direct trade sourcing to precise roasting techniques, every step in the specialty journey is about preserving the bean’s natural character. Roasters experiment with temperature curves to highlight the coffee’s origin — fruity Ethiopian naturals, nutty Brazilian lots, or floral Geishas from Panama — instead of masking them.
At Grão Coffee, this philosophy runs deep. Each bean is selected for its terroir-driven uniqueness, roasted in small batches, and profiled to reveal its authentic expression. Because for Grão, coffee isn’t a commodity — it’s craftsmanship, transparency, and sensory storytelling in every cup.
The Third Wave Mindset
Being part of the Third Wave isn’t about exclusivity — it’s about curiosity. It’s about asking, Where did my coffee come from? and What makes it taste this way? When you sip a cup of Grão’s specialty coffee, you’re not just tasting caffeine; you’re tasting a movement that honors the hands, land, and craft behind it. Join the movement — explore our selection and order online to experience the true art of coffee.