After winning the 2007 World Barista Championship, James Hoffmann became a key figure in transforming global coffee culture. His victory came after mastering champion techniques, like a signature drink blending tobacco and almond flavors – a bold mix highlighting brewing innovations. Before that, he placed fifth in the 2006 championship and won the UK Barista Championship the same year, setting the stage for his rise. Since then, Hoffmann shifted from competitions to entrepreneurship and education, shaping coffee’s future.
2007 World Barista Champion James Hoffmann revolutionized coffee culture through bold innovations, from a tobacco-almond signature drink to entrepreneurship and education.
Hoffmann co-founded Square Mile Coffee Roasters in 2008, now one of London’s top specialty coffee suppliers. Originally operating from Cambridge Heath, the company expanded to Hackney before settling in Walthamstow in 2018. The company focuses on quality and ethical sourcing, powering the UK’s wave of coffee scene, reinforcing the importance of direct trade partnerships in the specialty coffee industry.
But Hoffmann’s latest move surprised many: launching a recycled coffee cup magazine. While digital trends dominate, he chose print to spark conversations around sustainability. Made from repurposed takeaway cups, the magazine merges his passion for eco-friendly practices with coffee storytelling.
Known for books like *The World Atlas of Coffee* and a popular YouTube channel, Hoffmann often bridges complex ideas with everyday coffee drinkers. His YouTube channel boasts close to 2 million subscribers, leveraging a mix of technical reviews and dry humor to demystify coffee craftsmanship. His blog, *jimseven.com*, has guided baristas since 2004. Yet, the recycled magazine defies expectations, offering tactile, lasting content. Its pages discuss brewing methods, industry ethics, and behind-the-scenes coffee tales. For Hoffman, it’s not about rejecting digital but creating something “real” in a screen-heavy world.
Beyond media, Hoffmann consults globally, advising brands on equipment development. He’s helped design grinders and espresso machines while promoting fair trade practices. Earlier, he studied at Durham University and worked in wine and music before coffee.
Though he once released a music EP as “King Seven,” coffee became his focus. Today, speaking tours and events spread his mission to uplift coffee culture.
Hoffmann’s recycled cup project mirrors his career: blending tradition with progress. In a landscape flooded with apps and videos, he bets on paper to inspire change. Whether through brewing tips or sustainability, Hoffmann keeps pushing coffee forward – one innovative idea at a time.
