Did you know that coffee originated in Quebec as far back as New France? Crazy, right?
But since the days when the elite of French settlers enjoyed a simple infusion of black or milky coffee, coffee consumption trends in Quebec have evolved considerably.
So sit down with your latte, cappuccino, cortado or any other caffeinated beverage in hand and discover a portrait of the popularization of coffee in Quebec in three distinct waves.
First wave: making coffee consumption accessible
The first wave of coffee consumption in Quebec lasted from the early 20th century until the 1970s. This wave was marked by a time when people didn't necessarily drink coffee for pleasure, but rather for its practicality. Coffee was a tool more than anything else, allowing Quebecers to wake up better in the morning.
Coffee became increasingly popular during this era, particularly with the arrival of instant coffee from major American brands on Quebec grocery shelves. It was no longer a luxury product, but a commodity accessible to all.
Second wave: the arrival of specialty coffee
While the first wave was more associated with the “quantity” of coffee consumed, the second is more defined by its “quality.”
From the 1970s until the end of the century, coffee lovers began to become interested in the more complex aromas and flavors of coffee.
It was also at this time that specialized establishments opened their doors and democratized so-called "specialty" coffees, that is, those which explored different roasting methods and bean varieties to reveal a wider range of tastes and complexities.
Third wave: becoming aware of your coffee consumption
Since the early 2000s, the third wave has been sweeping the coffee world.
The latter is marked by a desire on the part of baristas to encourage a more in-depth reflection on their coffee consumption. Not only with regard to roasting, extraction, and tasting methods, but also by becoming aware of the agricultural work that goes into this highly prized beverage.
There is a growing desire to buy beans from fair and ethical sources, and the "bean to cup" method is becoming increasingly common.
And now, in Quebec, we find a multitude of micro-roasters who are committed to producing ethical, quality coffee!
Discover the world of coffee in Quebec
Can't go a day without a coffee in your hand? Are you fascinated to learn more about all the work that goes into creating this drink? Why not visit your local roaster to learn more about your morning coffee?
