5THWAVE

5THWAVE Issue 30 is here. A new generation of consumers now entering adulthood is leading a seismic shift in global culture and commerce. Gen Z are leading this new era, and they’re not afraid to rewrite the rulebook. For the coffee industry, understanding this new audience is vital amid an influx of challenger brands, new business models and creative marketing aimed squarely at resonating with this new generation. Gen Z are the most scrutinised generation in history, but does the coffee industry truly understand them? Find out in the latest issue of 5THWAVE magazine. Inside Issue 30: ▶ A Quantum Leap For Coffee Shops The functional and flavoured beverage revolution is here. But is your coffee business ready? ▶ The Debrief: Project Café UK 2026 The latest data, analysis and forecasts for the UK’s £6.8bn branded coffee shop market ▶ What’s on at The London Coffee Festival 2026 An exclusive look at this year's industry days programme, including changing consumer tastes and the impact of AI ...and more. 🔗 Tap the link in bio and stories to read the full issue Big thanks to our contributors and supporters: Akshay Kedia (@nothingbeforecoffeeindia ), André Eiermann (@melitta_uk ), Bradley Journeaux (World Coffee Portal), Bryan Serwatka (@minorfigures ), Carlos Fertonani (@thecoffee.jp ), Celton Hayden (@ccscoffeehouse ), Chris Farnworth (@blendsmiths ), Claudia Boyer (@jenkimatcha ), @costacoffeeprofessional , Deniz Karaman, Eve Wagg (@wellgroundedhq ), Gregory Zamfotis (@gregoryscoffee ), Helen Ostle (@beyond.the.bean ), Ilya Aksamentov (@theminerscoffee ), Jesse Owens (@bloominuk ), Jon Trask (Dimitra), Konstantinos Konstantinopoulos (@coffee_island_uk ), @lavazzaofficial , @thelondoncoffeeguide , @londoncoffeefestival , @marksandspencer , Mark Davis (@blackrockcoffeebar ), Matt Lasek (Hemro Group), Matt Saurage (@communitycoffee ), Neleema Rana George (Kelachandra Coffee), Nick Tofalos (CBD One), Pete Lawler, Project Waterfall, Rishina Kuruvilla (@kelachandracoffee ), Ryana Kuruvilla (Kelachandra Coffee), @groupeseb , @tobiaspearce , Tugdual de Lambilly (@monin_europe )

This year’s @londoncoffeefestival is fast approaching – once again bringing together thousands of coffee professionals and enthusiasts for four days of conversation, innovation, and endless tastings in the heart of one of the world’s most dynamic coffee cities. Since launching in 2011, the festival has become far more than a celebration of coffee culture. It’s a key moment for the industry to connect, spotlight innovation, and stay ahead of the trends shaping coffee’s future. In this episode we catch up with both new and familiar faces from the festival community to hear what’s capturing their attention this year, how they approach an event of this scale, and why London Coffee Festival remains such an important fixture on the global coffee stage. We're joined by Ian Bryson, Managing Director, @lincolnandyork ; Siala Farani-Tomlin, Head of Coffee, @elsewhere_coffee ; Sam Warren, Brand Manager, @lasavista ; Will Hinton, National Sales Manager, @bwt_wam ; and Corin Camenisch, Global Marketing & Brand Strategy Lead, @sumup . 🔗 Tap the link in bio and stories to listen to the full episode And if you’re visiting London Coffee Festival this year, be sure to stop by our stand (M12, Upper Ground Floor), say hello and pick up your free copy of 5THWAVE Magazine. This year we’ll be collaborating with The London Coffee Guide to give visitors the chance to get behind the mic and share their extra hot coffee takes!

Looking back on some great days at The Amsterdam Coffee Festival. It was special to be back in that same hall while celebrating 25 years of Bocca. It brought back memories of how it all started together with Jeffrey Young, right there in that very space. One of the highlights was the conversation between Jeffrey and our founder Menno for the @5thwavecoffee podcast — a real full circle moment. They spoke about entrepreneurship, fair trade, and the reality for coffee farmers, topics that are still at the heart of what we do. Always great to see both familiar and new faces, and connect over coffee again. Thanks to everyone who stopped by! #specialtycoffee #boccacoffee #coffeelovers #espressobar #filtercoffee

We’re coming to @londoncoffeefestival ☕ This year, we’re collaborating with @5thwavecoffee to bring a mini version of our studio to life. Come by to grab a limited edition of the guide, hang out, and be our guest on the podcast for some extra hot takes on coffee & hospitality 😎

In today’s episode, we’re speaking with Lisa Lawson, Founder of Scotland’s @deargreen Lisa began her coffee career as part of the founding team at Toby’s Estate in Sydney before launching Dear Green in Glasgow in 2011, with a mission to bring sustainably sourced coffee to her local community. Since then, Dear Green has become a cornerstone of the Scottish specialty coffee scene and a model for what a responsible coffee business should look like. In this inspiring conversation, Lisa shares her philosophy of embedding sustainability into every aspect of her business. She also offers practical advice for greener operations – from measuring and reducing carbon emissions, to investing in renewable energy and working towards zero-to-landfill waste goals. 🔗 Tap the link in bio and stories to listen to the full episode 🎵 Dust of a Star by @daisychuteofficial in association with @coffeemusicproject and @sebcollective

In today’s episode, we’re exploring the rise of coffee shop concepts within boutique retail spaces, and speaking with Marcus Sanders @msandersnyc , Vice President of Global Food and Beverage at luxury fashion brand @coach . While best known for its designer handbags, Coach launched The Coach Coffee Shop in 2024 as a way to expand the brand beyond traditional retail. The concept has since grown to more than 20 locations globally and is set for rapid expansion. In this conversation, we unpack the strategic thinking behind retail cafés, driven by shifting consumer behaviour and a growing demand for experiences, not just products. Marcus also shares how coffee can act as a powerful engagement engine, creating deeper brand connections and serving as an accessible entry point for a new generation of luxury consumers. 🔗 Tap the link in bio and stories to listen to the full episode 🎵 XO by @milliebushell_ in association with @coffeemusicproject and @sebcollective

In today’s episode, we're speaking with Trish Rothgeb, Founder of @wreckingballcoffee in San Francisco. With over 30 years in the coffee industry, Trish was a true pioneer of the West Coast specialty coffee movement in the early 2000s and is widely credited with popularising the term “Third Wave Coffee.” In this conversation, we explore the evolution of specialty coffee culture and the major shifts in consumer behaviour over the last two decades. Trish also shares why she believes the next meaningful shift must focus on equity across the global supply chain, and why lasting change will only come when economic models work sustainably for producers rather than serving the needs of consumer markets. 🔗 Tap the link in bio and stories to listen to the full episode 🎵 I'm Fine by @thebobbistella in association with @coffeemusicproject and @sebcollective

In today’s episode we’re exploring how climate change and deforestation are impacting global coffee production, with Dr. Aaron Davis, Senior Research Leader for Crops & Global Change at @kewgardens . Aaron has spent more than three decades researching coffee species and is a leading voice on climate resilience and future-proofing global coffee production. In this thought-provoking conversation, Aaron unpacks coffee farming’s complex relationship with deforestation and assesses its impact on forest ecosystems. He also highlights the rise of alternative coffee species, and why transparency and unlocking genetic diversity are key to our industry’s long-term survival. 🎧 Tap the link in bio to listen to the full episode 🎵Natures Hands by @flo.perlin in association with @coffeemusicproject and @sebcollective

In today’s episode of 5THWAVE podcast, we’re speaking with Gabriel Shohet, Co-founder of UK coffee trailblazer @black_sheep_coffee . Founded in 2013 with friend and business partner Eirik Holth, Black Sheep had a bold vision: to champion specialty-grade robusta at a time when the industry was almost entirely focused on arabica. Since then, the brand has achieved remarkable success, scaling to over 130 outlets across five markets and capturing the attention of a new generation of coffee drinkers along the way. In this conversation, Gabriel reflects on Black Sheep’s philosophy of challenging the status quo and choosing not to blindly follow industry trends. He also shares insight into the brand’s US expansion strategy – targeting Sunbelt states like Texas and Florida over more well-trodden markets such as New York and LA – to show the model resonates with a broader, more inclusive American audience. 🔗 Tap the link in bio and stories to listen to the full episode 🎵 Shock Me by @_ginazo_ in association with @coffeemusicproject and @sebcollective

In today’s episode, we’re speaking with Emi Fukahori and Mathieu Theis, Co-founders of Swiss specialty coffee business MAME @mamespecialtycoffee . Multiple-time Swiss competition winners, Emi and Mathieu founded MAME in Zurich in 2016, driven by a shared passion for coffee tasting, sensory analysis and competition craft, combined with Japanese precision. Today, they operate eight coffee shops across Zurich and Geneva and, one most recently, Tokyo. In this conversation, Emi and Mathieu share their guiding principles for tailoring every guest experience and creating memorable coffee moments. They also discuss how they’ve drawn inspiration from Michelin-starred chefs to scale high-quality and maintain a strong brand identity as they grow internationally. 🎧 Tap the link in bio and stories to listen to the full episode 🎵Lay on Grass by @sam.stokes.the.fire in association with @coffeemusicproject and @sebcollective

In today’s episode, we explore Vienna’s fascinating and distinct coffee culture – from the grand 19th-century coffee houses that shaped the city’s intellectual life to the specialty scene redefining coffee today. What is the lasting legacy of Vienna’s historic coffee houses? How do heritage and modernity coexist in Vienna? And how has specialty coffee carved out its place within the city's deeply rooted café tradition? We’ll hear from Jamie Ruers, Art Historian; Johanna Parker (née Wechselberger) @roaster_on_the_road , Founder of The Vienna School of Coffee; and Philip Feyer, Founder of @jonasreindlcoffeeroasters 🔗 Tap the link in bio and stories to listen to the full episode 🎵 Miraculous Wonders by @akeirajade in association with @coffeemusicproject and @sebcollective

The UK branded coffee shop market is changing fast. The winners of 2026 won’t be the same as 2025. Get ahead of the trends, challenges and competition with World Coffee Portal’s latest market analysis powered by the Project Café UK 2026 report – the leading authority on the UK branded coffee shop market. Our analysts have identified the pivotal dynamics that will make or break coffee chain strategies in 2026: ➡️ Value and premium operators are both winning – here’s what the squeezed middle needs to know ➡️ Matcha and iced beverages are reshaping menus – competitive advantage or costly distraction? ➡️ Food-led chains are raising their coffee game – how coffee-focused brands can fight back ➡️ Automation is dividing opinion – how to deliver on consumer expectations while cutting costs ➡️ Industry sentiment doesn’t match reality – 81% of operators reported positive sales growth – yet business confidence is falling 🔗 Tap the link in bio and stories to unlock full analysis