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Over on the other side of the Atlantic, Morgan Eckroth,
better known as @MorganDrinksCoffee, is an established
American content creator and barista from Portland, Oregon.
She has garnered online fame across their social media ac-
counts; with nearly 7 million combined followers across
TikTok, YouTube, and Instagram.
Their impressive barista skills and were recognized in 2022
when they won the US Barista Championship. They earned in-
ternational recognition for their second place finish at the World
Barista Championships and were invited to join Onyx Coffee Lab
as their content marketing specialist later that same year.
Hoffmann and Morgan are two influencers that have
helped to popularize specialty coffee. With their knowledge
and passion for coffee, each has made a significant impact inside
and outside the industry. The specialty coffee industry needs
ambassadors like them to spread knowledge about specialty
coffee and make it more accessible. What I believe makes these
two truly special is the honesty in their approach and how it
resonates with their followers. They are celebrities in their
own right, within the specialty coffee world.
Events and competitions are another medium of the spe-
cialty coffee industry to promote its work. They are primarily a
great way for members of the specialty coffee industry to come
together, network, and share knowledge. These gatherings pro-
Rooting for the Underdog mote innovation in the industry and allow attendees to learn more
about new trends and products that are emerging. Tristan Cam-
Now more than ever, coffee enthusiasts have access to a pher, owner of the Coffee Works coffee shop and micro-roastery
global platform where they can share their love of coffee with the Groundwork Coffee in Dublin, Ireland, told me that he kept an
world. From popular YouTube channels and Instagram accounts eye at this year’s World of Coffee in Athens, Greece.
to TikToks and other digital content platforms, any person pas- “Usually innovators in coffee are at competition level and
sionate about coffee can become an influencer, if they have a so the recent events at World of Coffee Athens were insightful. I
knack for it. enjoy picking and choosing ideas and seeing if I am able to repli-
These influencers often play a key role in promoting new cate and implement these ideas into my own practices,” he said.
trends in specialty coffee, helping to educate their followers and Savina Giachgia, Coffee Expert at Nestlé Professional and 2023
inspiring them to try new brewing methods, flavors, or types of World Brewers Cup Runner-Up, also believes that World Coffee
coffee. Some of these influencers have even become celebrities Events (WCE) serve as the ultimate meeting point for coffee
in the specialty coffee community and beyond. lovers and coffee trends to interact.
James Hoffmann is one example that comes to mind. He is “WCE host great innovations, R&D and new technologies
an English barista, YouTuber, entrepreneur, coffee consultant and around coffee and can inspire the coffee industry to further ad- Groundwork Coffee,
Dublin, Ireland
author who became well-known after winning the 2007 World vance. During such events, you can also come across with great
Barista Championship. Since then, Hoffmann has authored three coffee stories around the world, taste amazing coffees and learn
books including The World Atlas of Coffee and has launched through their novelties! Competitions are an interesting part of
several businesses such as Square Mile Coffee Roasters while World Coffee Events too. We get motivated, inspired and well
consulting for a number of coffee ventures. informed by watching people participating, explaining their point
Hoffmann has gained a large following on YouTube, having of view, their research results and of course creating the new
over 1.8 million subscribers in 2021. His videos focus on the trends. World Coffee Events keep the coffee community and the
specialty coffee industry, and evaluate different brewing methods whole industry alive,” she said.
as well as reviewing equipment in an easy-to-understand and
humorous way. In their 2021 article, titled “From Oslo Pram Guy Morgan Eckroth
To The Teenage Vacuum Expert”, British newspaper The Guard-
An established American content
ian notes Hoffmann’s distinct appearance such as his silver hair,
creator and barista from Portland, Oregon,
glasses and soft voice that adds to the charm of his channel.
2022 USBC Champion, 2022 WBC Runner-Up
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