Artisanal Coffee Brands Brew New Ultra-Gourmet Revolution

Stumptown, Grady's Cold Brew and other smaller brands could be the future of America's coffee consumption.
5:38 | 10/22/14

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Transcript for Artisanal Coffee Brands Brew New Ultra-Gourmet Revolution
If you thought Starbucks was spendy, how do you feel about a $6 cup of coffee? It's not just for people with trust funds and private planes. Gourmet coffee is huge with the hipsters right now, and many predict it may be America's next big food trend. My "Nightline" co-anchor juju Chang investigates. Reporter: Wow that smells good. Incredible. This is one of our new releases. Reporter: Nick Herman tends a brew bar, where the Hippe epest cup can cost you six bucks. We're going to measure out 25 grands. Reporter: It's made with the finest beans. Scientific measurements. Expertly poured into a pre-warmed cup. This is not your average cup of Joe. This is like a high school chemistry exam. Feel a little "Breaking bad" action happening right now. You heard of artisanal cheeses and craft beers, but inside this coffee shop, the newest food trend is brewing. This is stumptown coffee, one of the leaders in a booming movement helping to revolutionize the way we drink the dark stuff. ? Best part of waking up ? Reporter: Those foul gers ads set the stage for the first wave of American coffee. Then, Starbucks launched a second wave by adding new words to America's vocabulary. Coffee lingo so known, it is mocked. Large is large. In fact, tall is large. And grande is Spanish for large. Ve venti is the only one that doesn't mean large. Reporter: Enter the so-called third wave of coffee, bringing an ultra gourmet touch with artisanal brands. These guys take their brew very, very seriously. We like to say we're kind of people's spirit guides in coffee here. Reporter: Americans drink about 400 million cups of coffee every day. Feeding an industry worth $30 billion. Major chains take the biggest piece of the pie. But the third wave coffee movement is growing, fast. Exploding in cities like new York, San Francisco, Chicago and beyond. Their customers are hip, young and willing to shell out extra cash for a special cup. It's the same with a high end bottle of wine or that great cheese or that great steak. Reporter: Joth and Rick key are two of the forces behind stumptown coffee. Now Anh business. There's a lot of chemical reaction happening. There's a lot of heat. Reporter: Stopump tonstumptownships all kinds of beans here to their Brooklyn roastry. If you had a coffee philosophy, what would it will? For the coffee customer to have a great cup every day. Reporter: But what's drive something many people to pay the extra dollars for a gourmet cup? People are prepared to pay up now for an experience. There's a snob factor at play. And they're quite proud of it. Reporter: Andy is a food industry analyst hailing from Australia, where the third wave has taken over the coffee business. He believes Americans are about to do the same. An it's not just luxury coffee. We're getting increasingly high fla luting about hamburgers. What you eat and sip is a status symbol. It's becoming a statement about who you are. People don't necessarily want to drining at Starbucks anymore because it's seen as generic. Reporter: Could brands like stumptown take over the coffeehouse industry? Is this keeping Starbucks execs awake at night? I can't believe they're too worried about us. We probably don't exist. If they haven't done what they've done. Reporter: They turned us into a nation of coffee addicts. More power to them. Reporter: If it's a coffee revolution, these guys may be the rebels. Three friends making gourmet coffee for the masses, on the cheap and ice cold. Dredy's cold brew found success selling cold brew coffee for as little as a dollar a cup. Based out of this humble warehouse, there's no fancy coffee shop, just this quaint little stand. I really don't need sugar? They call it New Orleans style. A long, slow brew you can do at home. I wasn't the biggest fan of coffee shop culture. I didn't final that to be comfortable. I thought they were a little stuffy. Where I did want to enjoy it was at home. Reporter: Grady laird is founder and namesake who conco concocted the recipe using chicory to counter the bitterness. You don't start drinking warm beer or hot juice in the winter, you know, it's going to be really Normal to see people doing it near round. Reporter: Their product sold in west elm and whole foods. The real question is, does the elaborate brew bar produce a tastier buzz? This is so exciting. I feel like I need a drum roll. Can I try it? Absolutely. Reporter: This is like the perfect cup of Joe. Oh, that is good. That's really good. Now, it's up to consumers to decide if all the extra fun is worth it. For "Nightline," I'm juju Chang in New York.

This transcript has been automatically generated and may not be 100% accurate.

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