john feldman are two of the forces behind stumptown coffee, now an estimated $50 million business. stumptown's coffee scouts select rarefied beans from around the world and ship them here to their brooklyn roastery to be browned to perfection. >> if stumptown had a coffee philosophy, what would that be? >> for the coffee customer to have a great coffee every day. >> reporter: but there's a rivalry percolating among the third wavers. 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. grady's cold brew found success selling low key do-it-yourself cold brew coffee for as little as $1 a cup. based out of this humble warehouse in williamsburg, brooklyn, there's no fancy coffee shop. just this quaint little stand. grady laird is founder and namesake who concocted the recipe using chicory to cut the bitterness. his passion is to turn iced coffee into a year round staple.