Last month saw the return of the European Coffee Symposium (ECS) + COHO in Berlin. Across three days, we welcomed 50 influential speakers from around the world to share their insights, inspiration, and bold ideas shaping the future of coffee and hospitality.
Over the coming weeks, we’ll bring you a collection of these unfiltered conversations, panel discussions and keynote sessions – recorded directly from the ECS + COHO stages. And what better place to begin, than with a talk from James Hoffmann – a true specialty coffee pioneer and one of the most respected thinkers in our industry.
In this talk, James explores the evolving dynamics shaping the coffee industry – asking whether we’ve reached “peak coffee geek” at home, and warns of the dangers of being stuck in the middle market. He also shares his thoughts on AI and Large Language Models in coffee marketing and social media, and why he champions the coffee shop as a timeless and valuable space for humanity.
Credits music: "Wake Up (And Smell the Coffee)" by Lexie in association with The Coffee Music Project and SEB Collective. Tune into the 5THWAVE Playlist on Spotify for more music from the show
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