Is Coffee The New Beer?

Ten years ago, coffee culture was dominated by legacy brands like Starbucks. Today the landscape looks a little different.

Our local coffee shop probably has a run club or yoga class. Coffee isn’t just caffeine, it’s a culture, and a movement. 

Where we once socialised in clubs, more and more people are choosing to meet in coffee shops. Have you heard of coffee shop raves? They makes sense, as coffee is a stimulant after all. 

These are the new third spaces.

But without any worry of peer pressure to drink. This shift isn’t just ‘where’ we spendour time ~ it’s ‘why’. Gen Z are choosing stimulation over sedation, and early mornings over late nights. Coffee culture leans into wellness. 

The drinks are aesthetic, and they’re being shared on socials. Short form video is full of guides ~ coffee shops paired with coastal walks & slow strolls. A vibe that captures what Gen Z wants ~ an aesthetic moment. 

In Liverpool, locals are swapping after work pints for a floating sauna. While the price of a latte might be similar to a pint, the energy is different, as we tend to stop at 1 or 2. 

There’s a feeling of control that alcohol can lack. While clubs are struggling to stay relevant, coffee shops are evolving, and they're human. 

We’re seeing coffee shop owners build something personal, bootstrapping a business. There’s story & soul in these spaces. 

Where as nightclubs offer less of that now. They’re becoming detached from Gen Z, and haven’t reinvented. Coffee culture is tied to wellness, movement, and mornings that start with less regret. 

It’s not so much about escapism anymore. It’s about alignment. 

While coffee culture isn’t new ~ the rise of independents, and people moving away from legacy brands, shows how culture is evolving.

Coffee is no longer just coffee.

Coffee is community.