100 years is not any so small factor, any which means you grind it. However for our buddies and companions at Mahlkönig—a part of the Hemro Group of grinder manufacturers—the yr 2024 has been a really particular and distinctive alternative to honor the heritage of a century within the espresso grinding sport.

The essence of espresso, and the know-how that powers espresso, have modified an incredible deal over the past hundred years, however on the identical time there may be a lot historical past to attract upon. That is the problem offered this yr to the staff at Hemro, who’ve balanced this uncommon alternative to look again at a full century of innovation with a gift second that calls for a continued look ahead at new applied sciences and alternatives. After celebrating 100 years of Mahlkönig at occasions in Shanghai and Chicago, the Hamburg-based model will cap off the season with an enormous social gathering on the World of Espresso convention in Copenhagen.

Upfront of that, we sat down with Hemro Group CEO Marcel Lehmann for an unique interview. In it, he shares extra on what 100 years means to Mahlkönig, and the way his staff is balancing the second. Alongside the best way we’re sharing some current social media collaboration content material pursued in partnership with Mahlkönig, that includes the work of two notably compelling content material creators, Bert Choi (@bertofcoffee) and Marissa Childers (@marzachan). Learn on, and right here’s to the subsequent 100 years.

Hi there Marcel! Congratulations from all of us in your 100 years of Mahlkönig occasions to this point. Sprudge had an opportunity to attend the latest occasion on the SCA Expo in Chicago—what was your favourite a part of the celebration in Chicago?

Marcel Lehmann: Assembly so lots of our companions who’ve labored with us for therefore a few years, and on the identical time so many new faces. It’s spectacular how dynamic our business is, and overwhelming to get a lot suggestions on each our historical past, classic merchandise, and our most up-to-date improvements like Grind-by-Sync know-how and EK Omni.

It was additionally fantastic to rejoice with our nice staff, and really feel at house with our US staff and colleagues in advertising and gross sales.

Across the time of the Mahlkönig 100 yr social gathering in Chicago, we shared some classic grinder photographs out of your occasion gallery on social media, and the response was large! A number of individuals requested us—“Might we ever see these classic impressed designs make a comeback?”—and this results in a query for you. How does the design legacy of Mahlkönig inform your work on new merchandise? And is there any probability of manufacturing a particular up to date version of a few of these basic grinders?

First, due to you and your staff for sharing these photographs. The fascination with this legacy is one thing that all of us have in widespread. After seven years at Hemro, I’ve seen lots of our outdated merchandise and the fantastic classic illustrations, product sheets and brochures primarily from the Fifties and Sixties. Nevertheless, there have been additionally new discoveries for me whereas making ready this anniversary yr and I’m happy with this glorious heritage.

On the subject of the design legacy, we’ve got a visual and clear “evolution” in our design language. 100 years of Mahlkönig is a continuing supply of inspiration for each new product we develop. Nevertheless, iconic design is only one driver amongst others: Mahlkönig as a part of Hemro Group has at all times had the strategic goal to be innovation and know-how chief. Primarily based on this ambition, we don’t restrict ourselves to our heritage. As an alternative, any new resolution is way extra pushed by the learnings, the expertise and the continual suggestions from the people who find themselves utilizing our grinders on a regular basis and all over the world.

For instance, with the EK Omnia, we’ve got simply developed and launched our newest interpretation of the enduring EK sequence, whereas nonetheless protecting the EK43 and EK43 S in our portfolio. However the thought of merging a real classic Mahlkönig design with the newest know-how has at all times been tempting for me and my staff. At the moment, we’re satisfied that technological improvements with superior and user-friendly design creates the best worth for our group, offering the most effective buyer expertise.

 

I believe individuals love Mahlkönig as a result of they’re a trusted model within the espresso business and group. For me, I at all times remembered strolling into specialty cafes after I first received into espresso and looking out over at their brew bars and seeing what grinders they have been utilizing. Nearly at all times, the grinder was one from Mahlkönig. I stated to myself many occasions: “I can solely dream of in the future having one among their grinders at house.” For this reason I used to be so excited to work with them when David reached out to me. I used to be floored and in awe {that a} model like Mahlkönig would take into account partnering with me. And identical to that, I used to be capable of deliver a model as iconic as Mahlkönig and the standard and craftsmanship into my house and onto my brew bar! – Bert Choi @bertofcoffee

Do you assume the general public notion of espresso grinders, and the significance of their position in espresso making, has modified considerably right here within the twenty first century? And alongside the best way, how has Mahlkönig turn out to be extra consumer-facing, versus primarily talking on to the business? How do you steadiness this identification?

Clearly, the position of espresso making itself has modified considerably up to now 20 years and customers all over the world present a a lot increased involvement in each espresso high quality and low tools and know-how as nicely. Pushed by this growth and possibly supported by the distinctive form of the EK43, individuals have developed a special notion of the grinder and the significance of grinding high quality, too.

Particularly referring to our House Options with Mahlkönig X54 and to our Social Media actions, I’ve by no means seen a problem in balancing any opposites. On the product facet, Mahlkönig was at all times made for each professionals and customers. For instance, our self-service store grinders have confirmed that for greater than 70 years now. When it comes to advertising and communication, we’ve got developed ourselves up to now six years particularly in on-line content material advertising and after Covid, we determined to focus extra on unique regional occasions and codecs to fulfill our companions and have extra time with our group.

Typically, each skilled and residential customers/customers have far more in widespread than one may first anticipate. That is one thing distinctive to the espresso business, I believe. Each share the eagerness and there are house baristas who’ve developed knowledgeable experience whereas professionals are utilizing Mahlkönig grinders with particular person feelings, which is outstanding—it’s not a easy “B2B” market, espresso is far more than that.

There’s a quote from you the place you speak about how over the past 100 years Mahlkönig has turn out to be “a catalyst for connections”—and I needed to ask for those who might broaden on that a bit bit. What precisely does that catalyst position imply for a grinder maker like Mahlkönig?

Mahlkönig as a catalyst for connections implies that our grinders have at all times been within the centre of the espresso worth chain and the preparation course of. Each espresso bean has to see a grinder earlier than we are able to totally benefit from the scent, the style and the aroma that’s in it. Technically, there’s a robust pattern in direction of machine-grinder-connectivity and Mahlkönig has launched a cloud-based platform along with our companions. With Grind-by-Sync, the grinder can simply join with the machine and modify the grind setting in accordance with the data that it will get from the machine. Socially, Mahlkönig connects individuals all over the world. Internally, we’ve got a robust international staff with nearly 400 colleagues at Hemro Group, then round 300 companions in all areas after which hundreds of espresso fanatics and nearly 200k who’re following us on Instagram. You may have skilled this broad and numerous group in Chicago and that is our private understanding of who Mahlkönig creates new connections.

Mahlkonig is really an business chief and is at all times so dependable in making merchandise that work. From being within the store to house and pop up use, I take pleasure in utilizing their merchandise as a result of I can belief that they are going to be constant and excessive performing. — Marissa Childers @marzachan

The upcoming SCA occasion in Copenhagen guarantees extra celebration of the 100 years of Mahlkönig—the cities are only a few brief hours away by prepare. Are you able to share something about what Mahlkönig has in retailer for this occasion?

Certainly, Copenhagen just isn’t distant and I’m already excited and looking out ahead to the WoC and to have our subsequent celebration on this incredible metropolis. We determined to host not one however three “Mahlkönig – The First 100 Years” occasions and after our occasion in Chicago (off SCA), Shanghai (off Hotelex), we’re excited to host a closing large occasion for our primarily European viewers who visits WoC Copenhagen. You’ll be able to be taught extra about this occasion and all our actions at Copenhagen by way of our web site. 

Trying again at 100 years of Mahlkönig is enjoyable, and definitely an achievement—however my guess is that in your position as CEO, you’re spending a variety of time even inside this second wanting forward, and attempting to grasp what the subsequent decade seems to be like for the model. Give us a glimpse of this—what’s subsequent for Mahlkönig?

For certain, you’re proper: Having one century of historical past and main a worldwide model comes with excessive expectations and duty as nicely. After having launched the Sync System/Grind-by-Sync know-how as the brand new business benchmark along with the EK Omnia, we are actually bundling our forces on the worldwide roll-out of the cloud connectivity. The following step is on repeatedly increasing connectivity to deliver much more high quality espresso moments to much more espresso store customers across the globe by mastering consistency.

Thanks.

Jordan Michelman is a co-founder at Sprudge Media Community. Learn extra Jordan Michelman on Sprudge.