There are three movements, also called “waves”, influencing global coffee market and consumption. Each features a diversified set of priorities and philosophies, contributing in different ways for the experience in appreciating this beverage. In Brazil, the Third Wave gained momentum in the last five years, which can significantly contribute to improve the quality of coffees consumed in the country. We aimed to understand how the Third Wave Coffee presents itself in the strategies adopted by coffee shops in Minas Gerais, by means of semi-structured interviews conducted with the owners of three coffee shops located in municipalities of different sizes, based on the concept of Third Wave. We verified high adherence rate to the principles of this movement, but with the adoption of two different postures, purism and transition. We conclude that such postures may be influenced by many factors and may contribute in different ways to the consumption of specialty coffees in Brazil.