“Ideas that are hoarded help no one. Success follows generosity.” - James Clear
From my Readwise library.

Young people are consuming specialty coffee more now than at any point before, and the industry can’t afford to miss this opportunity and lose momentum. The 2026 Specialty Coffee Report from the National Coffee Association found that 69% of those aged 25-39 had specialty coffee in the last week (guilty as charged!). And 58% of Americans reported drinking a specialty coffee beverage in the last week.

The fact is there is a young generation of coffee consumers that are rallying behind the world of specialty coffee, and recognize its value and its distinction from traditional coffee. I believe this applies not only to consumers, but also to baristas, industry professionals, and even young producers. As with so many things that we get behind as Millennials and Gen Z, we don’t do it half-heartedly. We are a passionate generation that seeks purpose in what we put our time and money behind. We can spot injustice from a mile away and we won’t stand for it. We’re blessed to live in a time when we can actually see the face, know the name, and hear the story of the producers on the ground who have been cultivating these farms for decades. A reputable roaster will be able to tell you how much they paid for the green coffee and we can have the assurance that we are paying the proper amount for a cup or bag of coffee. All of this points to the high expectations that this generation has, but that we care about the world of specialty coffee and want to see it succeed and grow.

Our generations enjoys trying new things and going against the norm. We know that there is unique and tasty coffee out there that doesn’t just taste like burnt asphalt, but coffees that are fruit-forward, floral, high clarity washed, all the way to unique takes on co-fermentations and what seems like a brand new fermentation process every few months. The 2026 Specialty Coffee Report reflects this, pointing out that 46% of past-day specialty coffee drinkers that indicated they would be open to notes like spice, floral, and green were those in the 25-39 age group. I find the choice of putting spice, floral, and green into the same grouping odd. I think some would find ‘green’ to be a sign a coffee might either not be rested enough or underdeveloped, but might find floral to be a desirable trait at the same time. Nonetheless, it’s clear this age group is open to trying new coffees. I can’t help but think part of this is recognizing being open to new coffees can help the supply chain continue expanding and giving opportunities for more producers to offer new coffees, and this excites us and we want to do our part.

There are the obvious trends of social media that drive many young people to shops, and this comes with its own ups and downs for the shops that are starting or trying to keep up with these trends. I believe there is also a deeper longing for connection, especially for those of us who were in our first years of adulthood in the peak of Covid, and the world of specialty coffee has a seemingly infinite number of ways to express community. We want to be a part of the conversation, the work that is being done to support producers, helping young roasters with a story to tell to find their footing and expand, or simply to be around others who share this passion and love for specialty coffee. But, as with many things, young people love and expect excellence as well, in execution and flavor, and specialty coffee necessitates excellence and this draws our generation of coffee consumers in.

Overall, the 2026 Specialty Coffee Report continues to show a positive trend of specialty coffee being consumed, not only among young people, but the general coffee-drinking population and I don’t see it going down anytime soon. The industry should see this as an opportunity. My hope is that roasters, local cafes, and consumers will continue to branch out and try new things, and make it a priority to invite this young generation into their story and help their guests find their place in the supply chain and advocate for specialty coffee and the amazing producers making great coffees we have the honor to enjoy.

Origin: La Estrella, Risaralda, Colombia

Farm: La Riviera

Producer: Julio Madrid & Julio Quinceno

Process: Advanced

Variety: Caturra

Cupping Notes: Watermelon candy, sweet floral aroma, juicy mouthfeel at all temperatures, high clarity

Julio Madrid & Julio Quinceno took a unique take on the anaerobic processing method for this coffee. Taking advantage of the natural metabolic process that cherries go through after being picked, they quickly placed the cherries in bags for 10-12 hours in order to increase their temperature before cooling them in a water tanks at a chilly 46-50 degrees Fahrenheit. During the remainder of the fermentation process the coffee they fermented with fresh fruit, dried fruit powder, and fruit hydrosols, as well as nitrogen being injected into the bioreactor they were in. All of this together, along with the exceptional roasting from Black & White created a very clean and delicious cup that was fruit forward and super juicy!

This coffee cupped so clean I wanted to match that with the brew method, and that led me straight to my V60 to bring that watermelon clarity out and highlight the light body it naturally has.

Coffee: 15g
Water: 255g (1:17 ratio)
Water type: Third Wave Water Classic Light Roast Profile
Water temp: 200°F (93°C)
Grinder: Fellow Ode Gen 1
Grind setting: 5 (medium-coarse)
Number of pours: 2
Pour breakdown:
— Bloom: 45g for 1:00
— Pour 1: 90g
— Pour 2: 255g

Grab a bag here!

Currently I am thinking about the winning World Brewers Cup routine I just watched performed by Nas Jaafar representing Malaysia.

Watching these routines always inspires me to try new things. It makes me think differently, not only about how I brew a cup but also about why. These competitions also help us to see some trends in the industry. A common theme that I noticed among the top routines this year was clarity, clarity in the cup but also clarity in our presentation. Simon Gautherin representing Australia pointed out that though there is incredible complexity in the entire process of coffee, we should seek to provide clarity to our guests who are enjoying the coffee we serve to them. And Nas Jaafar, representing Malaysia, emphasized highlighting the clarity of the coffee he brewed during his routine, but doing this by utilizing resistance during the process using a Hario Switch base with a UFO brewer for his routine.

Nas Jaafar tied this narrative of resistance beautifully to his personal experience facing resistance and instead of turning away from it, using it to grow and face the resistance so that it might shape him to be a better version of himself. And at the end of his routine he invited us into this reshaping of how we face resistance in a warm and hospitable way that was evident throughout his entire routine.

“I invite you to face the resistance you are carrying right now.” - Nas Jaafar, 2026 World Brewers Cup Champion