World Coffee News, September 20th

Coffee World News: Premiumisation, Freezing Beans, and Brazil Tariffs

The global coffee industry is in constant motion, and recent developments are reshaping how coffee is valued, stored, and traded. From premium coffees that aren’t always about quality, to innovations in coffee preservation, to international trade hurdles, here’s a look at the latest stories every coffee lover should know.

“Premiumisation” Means Expensive, Lower-Quality Coffees

For decades, quality was the deciding factor in how coffee was priced and perceived. Coffees with exceptional taste profiles, higher cupping scores, and unique origins commanded premium prices, while lower-quality beans were sold at commodity levels.

Recently, however, the industry has shifted. Instead of quality, exclusivity has become the new driver of higher price tags. Coffees are now marketed as rare or limited edition, even when their flavor profiles don’t reflect the premium costs attached to them. This has sparked concern among some roasters who see “premiumisation” as a departure from what made specialty coffee appealing in the first place.

To counter this, a number of roasters are championing a different kind of value—transparency and consistency. Rather than selling coffee based only on rarity, they highlight why they chose a coffee, what makes it special, and how it delivers reliable results in the cup. For consumers, this means that value-driven, trustworthy coffees could become an alternative to overpriced but underwhelming “exclusive” beans.

👉 Read more about this trend here.

The Key to Long-lasting Coffee May Be Found in the Freezer

Coffee freshness has always been a hot topic, and many drinkers assume beans are only at their best within a few weeks of roasting. But that assumption changed dramatically in 2017 when George Howell of George Howell Coffee presented beans that had been frozen for over three years at the Re:co Symposium — and they tasted impressively fresh.

Since then, freezing roasted coffee has moved from a niche experiment to a widely accepted practice. Cafes and roasters now freeze beans to preserve rare lots, reduce waste, and maintain a more stable supply of high-quality coffees.

The science behind freezing is simple: solidifying oils and moisture inside the beans slows the degassing process, which normally leads to staleness. At the same time, frozen beans are more brittle, which allows grinders to produce a more uniform particle size. The result is a cleaner, sweeter, and more balanced cup thanks to even extraction.

For specialty shops, this means greater control over their offerings. For consumers, it opens up the possibility of enjoying limited coffees long after their harvest season—without sacrificing flavor.

👉 Read more about freezing coffee here.

Brazilian Coffee Exports to the US Face Steep Tariffs

Brazil, the world’s largest coffee producer, plays a central role in the global coffee market. The United States alone imports more than 8 million bags of Brazilian coffee each year, making it a cornerstone of American cafe culture and roasting operations.

But this relationship has been strained by new trade tariffs. Brazilian coffee exports to the US currently face 50% tariffs, making beans significantly more expensive. This is troubling news for roasters and coffee shops, who rely on Brazilian beans for their affordability, balanced flavor, and reliability in blends. Without Brazilian coffee, many blends could become more expensive and less consistent.

There may be some relief on the horizon. A recent executive order proposes exempting “unavailable natural resources” from these tariffs, and Brazilian coffee could potentially qualify. However, without a concrete trade framework in place, many importers remain uncertain about the future of their supply chains.

The outcome will not only affect roasters but also consumers, who may see rising prices at their local cafes if tariffs remain in place.

👉 Read more about Brazilian tariffs here.

Final Thoughts

From premiumisation trends to freezing technology to international trade tensions, the coffee industry is undergoing major changes that affect everyone — from producers and exporters to cafes and everyday coffee drinkers.

While some shifts create challenges, others open up exciting possibilities. Whether you’re a barista dialing in a new coffee, a roaster adjusting sourcing strategies, or simply a coffee enthusiast at home, these developments are worth keeping an eye on.

Photo by Thought Caralog: https://www.pexels.com/ja-jp/photo/2-904616/