"Coffee program as theater" sponsorships (from bean to cup).
The Stage is Set: A Comprehensive Guide to "Coffee Program as Theater" Sponsorships (From Bean to Cup) Introduction: The Curtain Rises on the Fourth Wave We are currently witnessing the "Fourth Wave" of coffee culture. The First Wave was the proliferation of coffee as a commodity (think canned Folgers). The Second Wave was the rise of the cafΓ© experience (Starbucks). The Third Wave was the artisanal, craft-focused approach (pour-overs, single origins, light roasts). The Fourth Wave is not just about the coffee itself; it is about the Experience Economy .