MILAN – Julius Meinl has reached the important milestone of 160 years of history in the pursuit of a product with high standards in the cup: what it has been up to now is well known and recognised all over the world, and now the road ahead promises new successes. In order to understand from this point on how to develop the next strategies, we spoke to Marcel Loeffler, CEO Julius Meinl, who gave us a very interesting picture of this coffee roasting ambassador from Vienna.
For the 160th Anniversary you’ve chosen to relaunch the historical blend 1862 Vienna for horeca: is this a sign for a dedicated focus on high quality coffee?
“The 1862 Vienna blend has been an iconic product for Julius Meinl for over a decade and is
built on 160 years of industry-leading experience and expertise. It has recently achieved a 3-star Superior Taste Award from the acclaimed International Taste Institute in Brussels, which is a great acknowledgement that our 1862 Vienna blend meets the highest standards for superior taste and blend consistency. Highest quality standards from bean to cup paired with constant innovation will remain a key differentiator for us.
Our 160th anniversary marks a significant milestone for the company, and with this a fantastic opportunity to relaunch our secret family recipe, with new technology and an advanced holistic concept for our friends and partners. This also includes a specially created 1862 Vienna cup, aimed at supporting hospitality outlets to further enhance the serving experience and to ensure coffee perfection for every cup served.”
Let’s talk about acquisitions: Paramount Food & Beverage in Miami, Sovereign Coffee & Tea in Orlando and Restaurant Beverage Service (RBS) in Miami. What do they mean for the development of Julius Meinl in US? Further investments in hospitality with premium products?
“The USA is an important hospitality market for future growth for Julius Meinl, where we are already one of the biggest premium coffee and tea suppliers in the Florida hospitality sector, covering restaurants, coffee shops, bakeries, cruise liners and hotel accommodation.
At the end of 2021 we took the strategic decision to expand our operation significantly,
through the acquisition of three major companies – Paramount Food & Beverage based in Miami, Sovereign Coffee & Tea in Orlando and Restaurant Beverage Service (RBS) based in Miami. This has seen us increase our current hospitality customer base by more than 500 new partners.
Over the longer-term our vision is to continue to grow our US to 30-50Million €, with further investments that will enable us to serve other exciting destinations across the USA as part of our expansion plan. We are committed and believe that the US hospitality sector offers many opportunities for expansion and sustained growth during this decade as increasing numbers of customers come to appreciate the premium coffee experience that Julius Meinl is well-known for.”
What will be written in the history for the next 160 years of Julius Meinl?
“This year marks our 160th anniversary, and since 1862 creating meaningful moments has
inspired everything we’ve achieved with our friends and partners. From revolutionizing the
art of coffee roasting and developing award-winning blends, to working directly with coffee farmers to launch more sustainable products.
Over the next 160 years, we aim to become one of the most desirable coffee and tea brands in the world, both for our consumers and our partners. Together, we will continue to bring our unrivalled quality and expert service to new generations around the world, and through the spirit of Vienna’s coffeehouse culture, look to create even more meaningful moments in people’s lives, cup by cup.”
