date:Sep 27, 2018
trates that a sizable population of coffee drinkers view coffee as something that should be celebrated. Gen Xers, while a smaller segment of the US population compared to Baby Boomers***** and Millennials, are a prime target for shops offering third wave drinks as they are most likely to treat themselves to drinks made with premium coffee beans. Further, the growing presence of third wave coffee drinks means younger iGens will likely enter the third wave coffee market at a relatively young age.