Adapted by:
Alejandro Alcolea
WriterWriter at Xataka. I studied education and music, but since 2014 I've been writing about my passion: video games and technology. I specialize in product analysis, photography, and video. My body is 70% coffee.
Alba Mora
WriterAn established tech journalist, I entered the world of consumer tech by chance in 2018. In my writing and translating career, I've also covered a diverse range of topics, including entertainment, travel, science, and the economy.
Since the dawn of civilization, humans have consumed alcohol. However, this trend is shifting, and teetotalers are becoming increasingly fashionable, particularly among young people. On the other hand, coffee consumption continues to rise, even as prices fluctuate. In fact, coffee is gaining popularity over alcoholic drinks in venues where it seemed unlikely: raves.
Who would’ve thought electronic music and coffee were a match made in heaven?
Coffee over alcohol. If you follow coffee-related content on social media, you may have come across videos of unique electronic parties. These clips showcase vibrant daytime venues filled with young people dancing to electronic music. However, instead of drinking a cocktail, they’re having an espresso or a cappuccino.
There are countless videos online depicting coffee raves in cities worldwide. In them, young people engage and socialize in coffee shops that have been transformed into energetic nightclubs, at least for a few hours.
A global trend. Coffee raves take place in coffee shops (often specializing in high-quality brews) all over the world. A DJ is there to entertain the crowd while they jump, scream, sing, and drink coffee. The atmosphere and lighting differ significantly from traditional night raves. Additionally, events are typically scheduled for the morning or afternoon, depending on the coffee shop.
Ultimate Barista Fights. Interestingly, coffee shop raves aren’t a new concept. In fact, the Ultimate Barista Fights events that were popular in London in the late 2000s were quite similar.
These events brought together enthusiastic baristas who competed to make the best coffee. They showcased their latte art skills and faced several creative challenges. Music was playing in the background, and the underground atmosphere was filled with friendly banter and flexible rules.
In these competitions, competing baristas were encouraged to challenge one another in a friendly manner. The goal was clear: fostering a community around coffee. It was a celebration of coffee culture, and likely one of the inspirations behind the coffee raves that are popular today.
Morning Gloryville. Another key contributor to coffee raves may also trace its roots back to London, particularly the early 2010s culture. Raves are often associated with electronic music, nightlife, and substances such as drugs or alcohol. However, an alternative concept called Morning Gloryville was introduced in 2013.
Morning Gloryville featured daytime parties with live DJs. However, they were drug- and alcohol-free events. They aimed to kickstart the day on a positive note and create spaces for families. As such, the events included yoga, massages, healthy smoothies, and coffee. The concept expanded to other countries, reaching cities such as New York, Barcelona, Paris, and Tokyo. The primary focus was on providing a healthy way to have a good time.
Morning Gloryville and the Ultimate Barista Fights are clearly the precursors to today’s coffee shop raves. Will this phenomenon evolve into a lasting trend, or will major franchises attempt to capitalize on it?
Image | Createasea
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