{{Short description|Barista, YouTuber, businessman, and author}} {{about|the coffee professional|the American bishop|James Robert Hoffman|the software engineer|James Hoffman}} {{Use British English |date=October 2020}} {{Use dmy dates |date=October 2020}} {{Infobox youtuber | name = James Hoffmann | birth_name = James Alexander Hoffmann | image = James Hoffmann at the London Coffee Festival.jpg | caption = Hoffmann at the 2018 London Coffee Festival | birth_date = {{birth based on age as of date|41|2021|7|31}}<!--DO NOT add birthday based on primary sources such as government filings, per WP:BLPPRIMARY--> | birth_place = Stafford, England, UK | education = Uppingham School | alma_mater = Durham University | occupation = {{hlist|Barista|author|YouTuber}} | movement = Third wave coffee | awards = World Barista Champion, 2007 | website = {{Official URL}} | youtube_id = UCMb0O2CdPBNi-QqPk5T3gsQ | youtube_display_name = James Hoffmann
| youtube_years_active = | youtube_genre = | youtube_subscribers = 2.5 million<!-- PLEASE DO NOT CHANGE WITHOUT UPDATING stats_update BELOW --> | youtube_views = 380.5 million<!-- PLEASE DO NOT CHANGE WITHOUT UPDATING stats_update BELOW --> | stats_update = 19 May 2026 }}
'''James Alexander Hoffmann''' (born {{birth based on age as of date|41|2021|7|31|noage=1|slash=y}})<ref name="OsloPram"/><!--DO NOT add birthday based on primary sources such as government filings, per WP:BLPPRIMARY--> is an English barista, YouTuber, entrepreneur, coffee consultant, and author. Hoffmann first came to prominence after winning the World Barista Championship in 2007 and has since been credited as a pioneer of Britain's third-wave coffee movement. Hoffmann has published three books, including ''The World Atlas of Coffee'', amassed a significant following on YouTube, started several businesses, including the specialty coffee roaster Square Mile Coffee Roasters, and consulted for several coffee ventures.
== Early life == Born in Stafford, Staffordshire, Hoffmann grew up in the Lake District in North West England.<ref name = "allegraceo">{{Cite web |title=James Hoffman |url=https://www.allegraceoforum.com/speakers/james-hoffman/ |access-date=2020-09-02 |website=Allegra World Coffee Portal CEO Forum |language=en-GB |archive-date=29 June 2022 |archive-url=https://web.archive.org/web/20220629223656/https://www.allegraceoforum.com/speakers/james-hoffman/ |url-status=live }}</ref><ref name="Grammatical">{{Cite web |last=Mridul |first=Anay |date=2019-07-18 |title=Profile: James Hoffmann on his career, talking chains, coffee preferences and Brexit |url=https://thegrammaticalnerd.wordpress.com/2019/07/18/profile-james-hoffmann/ |access-date=2020-09-02 |website=The Grammatical Nerd |language=en |archive-date=26 March 2021 |archive-url=https://web.archive.org/web/20210326134309/https://thegrammaticalnerd.wordpress.com/2019/07/18/profile-james-hoffmann/ |url-status=live }}</ref> He is a graduate of Durham University.<ref name = "AllFroth">{{cite news |title=A Fine Coffee Really isn't All Froth |date=2018-05-04 |work=Sunday Express |url=https://www.pressreader.com/uk/sunday-express-1070/20080524/281728380259966 |via=PressReader |access-date=2020-09-12 |archive-date=7 April 2023 |archive-url=https://web.archive.org/web/20230407145819/https://www.pressreader.com/uk/sunday-express-1070/20080524/281728380259966 |url-status=live }}</ref>
In 2003, Hoffmann released an EP under the stage name "King Seven" which featured "bell chimes, panned-and-swirling acoustic guitars and careful, sometimes glitchy, percussion choices."<ref name="MusicianSprudge">{{cite news |title=Musicians In Coffee #3: James Hoffmann |url=https://sprudge.com/musicians-in-coffee-3-james-hoffmann-8318.html |access-date=28 July 2022 |work=sprudge.com |date=2 March 2011}}</ref> He also worked as a croupier in a Leeds casino and in the wine industry before entering the coffee industry.<ref name = "allegraceo"/><ref name="Grammatical"/>
== Career == [[File:WBC-pouring split.jpg|thumb|James Hoffmann at the 2006 World Barista Championship in Switzerland]] One of Hoffmann's first jobs after joining the coffee industry in the early 2000s was working as an espresso machine salesman for Gaggia in the high-end department store Selfridges. While working there, a chance encounter with a television producer led to him featuring on ''Trick or Treat'', hosted by Derren Brown.<ref>{{Cite web |title=Series Seven: Derren Brown: ''Trick or Treat'' (Series 2) |url=https://www.derrenbrown.org.uk/tv_series_trick_or_treat_2.php |access-date=2020-09-02 |publisher=Derren Brown |archive-date=21 April 2021 |archive-url=https://web.archive.org/web/20210421075325/https://www.derrenbrown.org.uk/tv_series_trick_or_treat_2.php |url-status=dead }}</ref><ref>{{Cite web |last=Blunden |first=Mark |date=2020-08-17 |title=Amateur baristas gave coffee sales 'lockdown lift', says YouTube star |url=https://www.standard.co.uk/tech/youtuber-james-hoffmann-coffee-lockdown-a4526411.html |access-date=2020-09-02 |website=Evening Standard |language=en-GB |archive-date=26 January 2021 |archive-url=https://web.archive.org/web/20210126044937/https://www.standard.co.uk/tech/youtuber-james-hoffmann-coffee-lockdown-a4526411.html |url-status=live }}</ref> In 2004, Hoffmann started his popular blog "Jimseven".<ref name="NYTJames"/> Hoffmann later moved to another espresso machine manufacturer, La Spaziale, as the national training manager for the UK.<ref name="baristaexchange2008">{{Cite web |last=Overbay |first=Mark |title=James Hoffmann East Coast Tour - March 2–15 |date=2008-02-27 |url=https://www.baristaexchange.com/profiles/blogs/1688216:BlogPost:52736 |access-date=2020-09-02 |website=Barista Exchange |language=en |archive-date=7 April 2023 |archive-url=https://web.archive.org/web/20230407145821/https://www.baristaexchange.com/profiles/blogs/1688216:BlogPost:52736 |url-status=live }}</ref>
Hoffmann first started competing in the UK Barista Championship in 2005, winning the competition in 2006 and qualifying to compete in the World Barista Championship (WBC). He placed fifth at the WBC in 2006. He became the UK Barista Champion again in 2007 before becoming the World Barista Champion in Tokyo in 2007.<ref name="NYTJames"/><ref name = "AllFroth"/><ref name="BaristaMag2007">{{cite news |title=James Hoffmann, World Barista Champion |url=https://www.baristamagazine.com/james-hoffmann-world-barista-champion/ |access-date=11 August 2022 |work=Barista Magazine Online |date=3 August 2007 |archive-date=11 August 2022 |archive-url=https://web.archive.org/web/20220811181916/https://www.baristamagazine.com/james-hoffmann-world-barista-champion/ |url-status=live }}</ref><ref name="EveryWBC">{{cite news |title=Every World Barista Championship Finalist, Ranked |url=https://sprudge.com/every-world-barista-championship-finalist-ranked-182626.html#2007 |access-date=11 August 2022 |work=sprudge.com |date=29 October 2021}}</ref> His winning signature drink involved a "flavour marriage" of tobacco and almonds.<ref name="OsloPram">{{cite news |last1=Tait |first1=Amelia |date=31 July 2021 |title=From Oslo pram guy to the teenage vacuum expert: inside the obsessive world of niche online reviewers |url=https://www.theguardian.com/lifeandstyle/2021/jul/31/oslo-pram-guy-teenage-vacuum-expert-niche-online-reviewers |access-date=29 August 2022 |work=The Guardian |language=en}}</ref> Since becoming the World Barista Champion, Hoffmann has come to be regarded as a pioneer in the third-wave coffee movement in the UK, with ''The Globe and Mail'' describing him as "the godfather of London's coffee revolution".<ref name="TGaM2015">{{cite news |last1=Collins |first1=Robert |title=Getting a taste of London's buzzing coffee culture |url=https://www.theglobeandmail.com/life/travel/destinations/getting-a-taste-of-londons-buzzing-coffee-culture/article26519112/ |access-date=29 August 2022 |work=The Globe and Mail |date=24 September 2015 |language=en-CA |archive-date=29 August 2022 |archive-url=https://web.archive.org/web/20220829144201/https://www.theglobeandmail.com/life/travel/destinations/getting-a-taste-of-londons-buzzing-coffee-culture/article26519112/ |url-status=live }}</ref><ref name="CoffeeForDummies">{{cite book |last1=Cohen |first1=Major |title=Coffee for Dummies |date=2021 |publisher=John Wiley & Sons, Incorporated |location=Newark |isbn=9781119679042 }}</ref><ref name="Grammatical"/><ref name="SprudgeInt2014">{{cite news |title=An Interview With James Hoffmann, Author Of The World Atlas Of Coffee |url=https://sprudge.com/james-hoffmann-world-atlas-of-coffee-67733.html |access-date=11 August 2022 |work=sprudge.com |date=22 December 2014 |archive-date=28 October 2023 |archive-url=https://web.archive.org/web/20231028184312/https://sprudge.com/james-hoffmann-world-atlas-of-coffee-67733.html |url-status=live }}</ref>
=== Square Mile Coffee Roasters === After leaving his job at La Spaziale in May 2007, Hoffmann co-founded Square Mile Coffee Roasters with his business partner Anette Moldvaer in 2008, a London-based specialty coffee company and roaster.<ref name="baristaexchange2008"/><ref name="NYTDifferentSip">{{cite news |last1=Strand |first1=Oliver |title=London Sips a Different Cup |url=https://www.nytimes.com/2010/02/28/travel/28heads.html |access-date=11 August 2022 |work=The New York Times |date=23 February 2010 |archive-date=11 August 2022 |archive-url=https://web.archive.org/web/20220811131407/https://www.nytimes.com/2010/02/28/travel/28heads.html |url-status=live }}</ref><ref name="PennyUnivSprudge">{{cite news |title=London's Penny University to Close July 30th |url=https://sprudge.com/londons-penny-university-to-close-july-30th-3562.html |access-date=28 July 2022 |work=sprudge.com |date=14 July 2010}}</ref><ref name="HotShot"/> It was one of the first wholesale specialty coffee companies in London, and later became the largest.<ref name="NYTJames"/> The 2008 World Barista champion, Stephen Morrissey, was sponsored by Square Mile, and in 2009 the winning beans also came from Square Mile.<ref name="WinnerIsLondon">{{cite news |last1=Schwaner-Albright |first1=Oliver |title=And the Winner Is ... London Coffee |url=https://archive.nytimes.com/topics.blogs.nytimes.com/2008/06/23/and-the-winner-is-london-coffee/ |access-date=11 August 2022 |work=Times Topics Blog |date=23 June 2008 |language=en |archive-date=11 August 2022 |archive-url=https://web.archive.org/web/20220811131855/https://archive.nytimes.com/topics.blogs.nytimes.com/2008/06/23/and-the-winner-is-london-coffee/ |url-status=live }}</ref><ref name="PennyUOpen">{{cite news |last1=Strand |first1=Oliver |title=London's Penny University |url=https://archive.nytimes.com/tmagazine.blogs.nytimes.com/2010/05/28/ristretto-londons-penny-university/ |access-date=11 August 2022 |work=T Magazine |date=28 May 2010 |archive-date=11 August 2022 |archive-url=https://web.archive.org/web/20220811133037/https://archive.nytimes.com/tmagazine.blogs.nytimes.com/2010/05/28/ristretto-londons-penny-university/ |url-status=live }}</ref> The company was based in Cambridge Heath in 2009 and Hackney by June 2014, before moving to their current location in Walthamstow in late 2018.<ref>{{cite web |last1=Whitehead |first1=Flick |title=London Coffee Festival and Prufrock Coffee |url=https://squaremileblog.com/2019/03/15/london-coffee-festival-and-prufrock-coffee/ |website=Square Mile Coffee |access-date=30 August 2022 |date=15 March 2019 |archive-date=30 August 2022 |archive-url=https://web.archive.org/web/20220830140059/https://squaremileblog.com/2019/03/15/london-coffee-festival-and-prufrock-coffee/ |url-status=live }}</ref><ref name="MrBean2009">{{cite news |title=Mr. Bean |url=https://www.newspapers.com/clip/108550416/mr-bean/ |access-date=29 August 2022 |work=Evening Standard |date=29 April 2009 |pages=A39 |archive-date=29 August 2022 |archive-url=https://web.archive.org/web/20220829174954/https://www.newspapers.com/clip/108550416/mr-bean/ |url-status=live }}</ref><ref name="HotShot">{{cite news |last1=Rayner |first1=Jay |title=Hot shot: the story behind the great global coffee revolution |url=https://www.theguardian.com/lifeandstyle/2014/jun/08/the-coffee-revolution-jay-rayner |access-date=29 August 2022 |work=The Guardian |date=8 June 2014 |language=en}}</ref><ref name="ChristmasParty">{{cite web |title=NEIGHBOURHOOD CHRISTMAS MARKET |url=https://squaremileblog.com/2019/11/22/neighbourhood-christmas-market/ |website=Square Mile Coffee |access-date=30 August 2022 |date=22 November 2019 |archive-date=30 August 2022 |archive-url=https://web.archive.org/web/20220830140100/https://squaremileblog.com/2019/11/22/neighbourhood-christmas-market/ |url-status=live }}</ref><ref name="CoffeeFripes">{{cite news |last1=Miller |first1=Victoria |title=Coffee & Fripes opens on Roman Road |url=https://romanroadlondon.com/coffee-fripes-cafe-open/ |access-date=29 August 2022 |work=Roman Road LDN |date=20 January 2022 |archive-date=29 August 2022 |archive-url=https://web.archive.org/web/20220829142550/https://romanroadlondon.com/coffee-fripes-cafe-open/ |url-status=live }}</ref>
With his business partner Tim Williams, Hoffmann temporarily opened a coffee bar called "Penny University" in 2010 through Square Mile. The café was open in Shoreditch from May 22 to July 30 and featured no espresso drinks, opting to serve Hario V60 pour overs, flannel drip, and siphon coffee.<ref name="PennyUOpen"/><ref name="AddWater">{{cite news |last1=McGee |first1=Harold |title=To Enhance Flavor, Just Add Water |url=https://www.nytimes.com/2010/07/28/dining/28curious.html |access-date=11 August 2022 |work=The New York Times |date=27 July 2010 |archive-date=11 August 2022 |archive-url=https://web.archive.org/web/20220811133140/https://www.nytimes.com/2010/07/28/dining/28curious.html |url-status=live }}</ref> Square Mile took over Prufrock Coffee, a café in London, in 2017.<ref name="SprudgeWhoIs"/>
Square Mile hosted the 2010 World AeroPress Championships, which took place alongside the 2010 World Barista Championship in London, and the 2015 English Aeropress Championships.<ref name="APLATimes">{{cite news |last1=Hallock |first1=Betty |title=AeroPress coffeemakers brew loyal fans |url=https://www.latimes.com/food/la-fo-aeropress-cult-20110317-29-story.html |access-date=29 August 2022 |work=Los Angeles Times |date=17 March 2011 |archive-date=29 August 2022 |archive-url=https://web.archive.org/web/20220829145107/https://www.latimes.com/food/la-fo-aeropress-cult-20110317-29-story.html |url-status=live }}</ref><ref name="AP2015">{{cite web |title=Aeropress Championship of England 2015 |url=https://squaremileblog.com/2015/02/19/2015-aeropress-championship-of-england/ |website=Square Mile Coffee |access-date=29 August 2022 |date=19 February 2015 |archive-date=29 August 2022 |archive-url=https://web.archive.org/web/20220829145107/https://squaremileblog.com/2015/02/19/2015-aeropress-championship-of-england/ |url-status=live }}</ref> Hoffmann competed in the 2010 Aeropress Championship.<ref name="WBC2010">{{cite news |title=WBC 2010 Mop-Up: World Aereopress Champion Marie Hagemeister |url=https://sprudge.com/wbc-2010-mop-up-world-aereopress-champion-marie-hagemeister-3017.html |access-date=29 August 2022 |work=sprudge.com |date=30 June 2010}}</ref>
Square Mile hosted a pop-up coffee shop during the 2016 London Coffee Festival. The pop-up included two stands, one of which taught attendees how to make good espresso and filter coffee at home, and the other offered a tasting experience of food and drink that highlighted coffee as an ingredient.<ref name="PopUp2016">{{cite news |last1=Mule |first1=Giulia |title=Inside Square Mile Coffee's Pop-Up At The London Coffee Festival |url=https://sprudge.com/square-mile-pop-up-lcf-97857.html |access-date=29 August 2022 |work=sprudge.com |date=15 April 2016}}</ref>
In 2022, Square Mile collaborated with Cometeer to produce flash frozen pucks of concentrated coffee, which are then diluted in hot water as an alternative to instant coffee.<ref name="CoffeePortal092022">{{cite news |title=In other coffee business news… 2-8 September 2022 |url=https://www.worldcoffeeportal.com/Latest/News/2022/September/In-other-coffee-business-news%E2%80%A6-2-8-September-2022 |access-date=12 September 2022 |work=World Coffee Portal |date=8 September 2022}}</ref><ref name="TestDriveCometeer">{{cite news |last1=Yentch |first1=Katrina |title=Test Drive: Cometeer Coffee |url=https://www.baristamagazine.com/test-drive-cometeer-coffee/ |access-date=11 August 2022 |work=Barista Magazine Online |date=1 July 2022 |archive-date=10 August 2022 |archive-url=https://web.archive.org/web/20220810173936/https://www.baristamagazine.com/test-drive-cometeer-coffee/ |url-status=live }}</ref> This was the first time Square Mile's coffee was available in the US.<ref name="GPComet">{{cite news |last1=Chin |first1=Tyler |title=You Can Finally Get This Champion Barista's Coffee in America |url=https://www.gearpatrol.com/food/a40362275/cometeer-james-hoffmann-square-mile/ |access-date=11 August 2022 |work=Gear Patrol |date=25 June 2022 |archive-date=11 August 2022 |archive-url=https://web.archive.org/web/20220811130644/https://www.gearpatrol.com/food/a40362275/cometeer-james-hoffmann-square-mile/ |url-status=live }}</ref> This was followed in September 2022, when Square Mile and American specialty coffee company Fellow announced the roaster would partner with them for the September 13 "Fellow Drop", a weekly, text-based coffee ordering service.<ref name="CoffeePortal092022"/><ref name="PRFellowDrop">{{cite news |title=Fellow Partners with Square Mile Coffee Roasters for its Popular Text-To-Order Coffee Program |url=https://www.benzinga.com/pressreleases/22/09/n28793504/fellow-partners-with-square-mile-coffee-roasters-for-its-popular-text-to-order-coffee-program |access-date=12 September 2022 |work=Benzinga |date=8 September 2022 |language=English |archive-date=12 September 2022 |archive-url=https://web.archive.org/web/20220912145102/https://www.benzinga.com/pressreleases/22/09/n28793504/fellow-partners-with-square-mile-coffee-roasters-for-its-popular-text-to-order-coffee-program |url-status=live }}</ref> Fellow had collaborated with US Barista Champion and fellow YouTuber Morgan Eckroth the month prior.<ref name="PRFellowDrop"/><ref name="EckrothFellowDrop">{{cite news |title=Fellow Partners with Morgan Drinks Coffee as Guest Curator for its Popular Text-To-Order Coffee Program |url=https://www.prweb.com/releases/fellow-partners-with-morgan-drinks-coffee-as-guest-curator-for-its-popular-text-to-order-coffee-program-888280118.html |access-date=24 August 2022 |work=PRWeb |date=24 August 2022 |archive-date=23 April 2024 |archive-url=https://web.archive.org/web/20240423061519/https://www.prweb.com/releases/fellow-partners-with-morgan-drinks-coffee-as-guest-curator-for-its-popular-text-to-order-coffee-program-888280118.html |url-status=live }}</ref>
{{As of|2022|September|post=,}} Square Mile had 37 employees.<ref name="PRFellowDrop"/>
In June 2025, Square Mile and Bellwether Coffee previewed “Heza Hills,” a Burundi coffee, at the World of Coffee Geneva trade show. A broader Heza Hills release was scheduled for 2 July 2025.<ref>{{Cite web |date=2025-06-27 |title=Bellwether Coffee and Square Mile Coffee Roasters Unveil Exclusive “Heza Hills” at World of Coffee Geneva |url=https://coffeegeography.com/2025/06/27/bellwether-coffee-and-square-mile-coffee-roasters-unveil-exclusive-heza-hills-at-world-of-coffee-geneva/ |url-status=live |access-date=2025-12-11 |website=Coffee Geography Magazine}}</ref>
=== Writing === On 23 October 2014, Hoffmann published ''The World Atlas of Coffee'' through Octopus Book Publishing Group.<ref name=flattop>{{cite web |title=Book Review: The World Atlas of Coffee |website=Flattop Coffee Roastery |date=2015-02-24 |url=https://flattopcoffee.com/blogs/coffee/17431892-book-review-the-world-atlas-of-coffee |access-date=2020-09-12 }}</ref><ref name="SprudgeWhoIs">{{cite news |last1=Clayton |first1=Liz |title=Who is James Hoffmann? |url=https://sprudge.com/who-is-james-hoffmann-182200.html |access-date=28 July 2022 |work=sprudge.com |date=1 November 2021}}</ref> The book explores coffee history, varieties, growing methods, roasting, and preparation with a focus on origin, cataloguing the coffees grown in 29 countries.<ref name=flattop/> The book was a commercial success, selling 320,000 copies, including a second edition in 2018 and translation editions in eight languages.<ref name="BooksellerApril2022"/><ref name="2ndEditionCompass">{{cite news |last1=Butterworth |first1=Michael |title=James Hoffmann on the World Atlas of Coffee, Second Edition |url=https://www.thecoffeecompass.com/james-hoffmann-on-the-world-atlas-of-coffee-second-edition/ |access-date=11 August 2022 |work=The Coffee Compass |date=5 November 2018 |archive-date=11 August 2022 |archive-url=https://web.archive.org/web/20220811133822/https://www.thecoffeecompass.com/james-hoffmann-on-the-world-atlas-of-coffee-second-edition/ |url-status=live }}</ref><ref name="NYTJames"/> The book was also critically well-received, with ''The Guardian'' describing the book as "high geekery made palatable by the evident love pulsing through every sentence."<ref name="BestFoodLit2014">{{cite news |last1=Hughes |first1=Kathryn |title=The best food literature of 2014 |url=https://www.theguardian.com/books/2014/dec/06/best-food-literature-2014 |access-date=11 August 2022 |work=The Guardian |date=6 December 2014 |language=en}}</ref>
In 2017, Hoffmann self-published his second book, ''Best of Jimseven'', funded through an Indiegogo campaign. The book was a compilation of Hoffmann's popular blog "Jimseven".<ref name="BestOfJimsevenSprudge">{{cite news |title=James Hoffmann's "Best Of Jimseven" Book Now Available For Pre-Order |url=https://sprudge.com/james-hoffmanns-best-jimseven-book-now-available-pre-order-117244.html |access-date=28 July 2022 |work=sprudge.com |date=15 March 2017}}</ref>
In 2022, Hoffmann published his third book, ''How to Make the Best Coffee at Home'' through Mitchell Beazley, a part of Octopus Book Publishing Group.<ref name="BooksellerApril2022">{{cite news |last1=Chandler |first1=Mark |title=Mitchell Beazley brews deal for Hoffmann's home coffee-making guide |url=https://www.thebookseller.com/rights/mitchell-beazley-brews-deal-for-hoffmanns-home-coffee-making-guide |access-date=12 September 2022 |work=The Bookseller |date=5 April 2022 |language=En |archive-date=12 September 2022 |archive-url=https://web.archive.org/web/20220912151319/https://www.thebookseller.com/rights/mitchell-beazley-brews-deal-for-hoffmanns-home-coffee-making-guide |url-status=live }}</ref><ref name="HowToMakeBook">{{cite book |last1=Hoffmann |first1=James |title=How to make the best coffee at home |date=2022 |publisher=Octopus Book Publishing Group |location=London |isbn=9781784727246}}</ref> In January 2023, the book was honored at the 14th Annual Sprudgie Awards, winning in the category of "Best Coffee Magazine/Book".<ref name="14thSprudgie"/>
=== YouTube channel === Since 2016, Hoffmann has gained popularity on YouTube, garnering over 2.5 million subscribers.<ref name="NYTJames"/><ref>{{cite web |last1=Price |first1=Will |title=One Quiet British Youtuber Is All You Need to Learn How to Make Better Coffee |url=https://gearpatrol.com/2020/04/26/how-to-make-better-coffee-james-hoffmann-youtube/ |website=Gear Patrol |date=2020-04-26 |access-date=2020-05-13 |archive-date=13 May 2020 |archive-url=https://web.archive.org/web/20200513163021/https://gearpatrol.com/2020/04/26/how-to-make-better-coffee-james-hoffmann-youtube/ |url-status=live }}</ref> His channel primarily discusses the specialty coffee industry, reviews and compares coffee equipment, and evaluates different brewing methods.<ref name="NYTJames">{{cite news |last1=Wharton |first1=Rachel |last2=Shadmi |first2=Koren |title=The Coffee Maker |url=https://www.nytimes.com/2022/01/18/dining/james-hoffmann-coffee.html |access-date=19 January 2022 |work=The New York Times |date=18 January 2022 |archive-date=19 January 2022 |archive-url=https://web.archive.org/web/20220119004714/https://www.nytimes.com/2022/01/18/dining/james-hoffmann-coffee.html |url-status=live }}</ref> His videos are noted as being practical, easy to understand, and funny, as well as consistently thorough.<ref name="SprudgeWhoIs"/><ref name="NYTJames"/> Hoffmann's distinct personal fashion is also often noted as being part of the channel's appeal, with ''The Guardian'' describing the videos' style as "gentle chaos – with a widow's peak of expertly swooped silver hair, tortoiseshell spectacles, a penchant for woolly jumpers, and a soft voice. But he's not afraid to strain doughnuts into coffee or brew grounds in a bripe – a coffee pipe."<ref name="OsloPram"/><ref name="NYTJames"/>
Hoffmann uses the crowd-funding subscription service site Patreon to support his channel, making {{GBPConvert|16|k}} a month from more than 8,000 patrons in July 2021 and {{USD|24000}} as of January 2022.<ref name="NYTJames"/><ref name="OsloPram"/> He uses some of these funds to purchase products to review, a practice intended to allow him to remain impartial. He shoots his videos primarily in his studio, which includes a kitchen and an office.<ref name="OsloPram"/>
In November 2022, the channel was nominated at that year's Streamy Awards in the category of Cinematography.<ref name="2022StreamyForbes">{{cite news |last1=Escandon |first1=Rosa |title=YouTube's Streamy Awards Announce 2022 Noms |url=https://www.forbes.com/sites/rosaescandon/2022/10/27/youtubes-streamy-awards-announce-2022-noms/?sh=47a29558c975 |access-date=3 November 2022 |work=Forbes |date=27 October 2022 |language=en |archive-date=3 November 2022 |archive-url=https://web.archive.org/web/20221103182141/https://www.forbes.com/sites/rosaescandon/2022/10/27/youtubes-streamy-awards-announce-2022-noms/?sh=47a29558c975 |url-status=live }}</ref> In January 2023, Hoffmann was honored at the 14th Annual Sprudgie Awards, winning runner-up in the category of "Best Coffee Video/Film".<ref name="14thSprudgie">{{cite news |title=The 14th Annual Sprudgie Awards Winners And Honorees |url=https://sprudge.com/the-14th-annual-sprudgie-awards-winners-and-honorees-196816.html |access-date=12 January 2023 |work=Sprudge.com |date=11 January 2023}}</ref>
In February 2023, Hoffmann published a video on his channel documenting an off-grid, solar-powered roasting experiment using a Bellwether Coffee electric roaster.<ref>{{Cite AV media |url=https://www.youtube.com/watch?v=qV0bJHizJBA |title=Solar Coffee Roasting: A Weird Desert Experiment |date=2023-02-16 |last=James Hoffmann |access-date=2025-12-11 |via=YouTube |archive-date=19 December 2025 |archive-url=https://web.archive.org/web/20251219063534/https://www.youtube.com/watch?v=qV0bJHizJBA |url-status=live }}</ref>
===Other businesses, consulting work, and products=== In 2014, Hoffmann co-founded ''Longberry Publishing'' with Ben Szobody and Jacob Forrest. The company published a magazine they stated would be an "occasional journal of coffee" available in print and e-book. The company was closed in 2018 after publishing two editions.<ref name="HoffLongberry">{{cite web |last1=Hoffmann |first1=James |title=Work - Longberry |url=https://www.jameshoffmann.co.uk/work#/longberry/ |website=James Hoffmann |access-date=29 August 2022 |archive-date=29 August 2022 |archive-url=https://web.archive.org/web/20220829181017/https://www.jameshoffmann.co.uk/work#/longberry/ |url-status=live }}</ref><ref name="SprudgeLongberry2014">{{cite news |title=Longberry, The New Coffee Magazine From James Hoffmann |url=https://sprudge.com/longberry-new-coffee-magazine-james-hoffman-56495.html |access-date=29 August 2022 |work=sprudge.com |date=19 May 2014}}</ref><ref name="LongberryHomepage">{{cite web |title=Longberry, Volume Two |url=http://longberrypress.com/ |website=Longberry |archive-url=https://web.archive.org/web/20180224031659/http://longberrypress.com/ |archive-date=24 February 2018}}</ref>
In 2015, Hoffmann collaborated with ChefSteps and Ben Kaminsky to make a twelve-part series on coffee and coffee preparation. The producers of the series were nominated for a James Beard Award for their how-to videos, including the series with Hoffmann.<ref name="JBAward2015">{{cite news |title=Coffee-Forward Media Honored With James Beard Award Nominations |url=https://sprudge.com/james-beard-nominations-coffee-73741.html |access-date=30 August 2022 |work=sprudge.com |date=14 March 2015}}</ref>
Hoffmann founded Tens Hundreds Thousands, which sells limited edition coffee-related products.<ref name="SprudgeWhoIs"/>
Hoffmann has worked with Italian commercial espresso machine and grinder maker Victoria Arduino, owned by Nuova Simonelli, since 2013. The collaboration has resulted in the Mythos One coffee grinder in 2013, the Black Eagle VA388 espresso machine in 2015, and the Eagle One espresso machine in 2020. The Black Eagle focused on simplicity of design, while the Mythos One and Eagle One focused on environmental friendliness and reducing waste for coffee businesses.<ref name="EmbarksBaristamag">{{cite news |last1=Yentch |first1=Katrina |title=James Hoffmann Embarks on World Tour with Victoria Arduino |url=https://www.baristamagazine.com/james-hoffmann-embarks-on-world-tour-with-victoria-arduino/ |access-date=11 August 2022 |work=Barista Magazine Online |date=9 March 2020}}</ref>
Hoffmann consulted for Myracle Kitchen, a subsidiary of Nurture Brands LLC, to develop a plant-based dairy alternative called "Barista Mylk". The product was released in June 2021, with the stated goal of being comparable to cow's milk in terms of taste, experience, and texture, as well as being suitable for use in latte art.<ref name="Perishable">{{cite news |title=Myracle Kitchen Partner with World-Renowned Coffee Expert James Hoffmann Create New Barista Mylk |url=https://www.perishablenews.com/dairy/myracle-kitchen-partner-with-world-renowned-coffee-expert-james-hoffmann-create-new-barista-mylk/ |access-date=29 August 2022 |work=Perishable News |date=28 June 2021 |archive-date=29 August 2022 |archive-url=https://web.archive.org/web/20220829134606/https://www.perishablenews.com/dairy/myracle-kitchen-partner-with-world-renowned-coffee-expert-james-hoffmann-create-new-barista-mylk/ |url-status=live }}</ref><ref name="MyracleFoodBiz">{{cite news |last1=Schouten |first1=Rebekah |title=Myracle Kitchen introduces 'zero-compromise' plant-based treats {{!}} 2021-08-23 {{!}} Food Business News |url=https://www.foodbusinessnews.net/articles/19411-myracle-kitchen-introduces-zero-compromise-plant-based-treats |access-date=11 August 2022 |work=foodbusinessnews.net |date=23 August 2021 |language=en |archive-date=11 August 2022 |archive-url=https://web.archive.org/web/20220811185024/https://www.foodbusinessnews.net/articles/19411-myracle-kitchen-introduces-zero-compromise-plant-based-treats |url-status=live }}</ref> The formulation includes oats, fava beans, and coconut cream.<ref name="AttentionMylk">{{cite news |last1=Allen |first1=Sarah |title=Attention Baristas! Myracle Mylk Plant-Based Beverage Is Hosting a Latte Art Competition, with Big Prizes, Including $1,000 and a Trip to NYC! |url=https://www.baristamagazine.com/attention-baristas-myracle-mylk-plant-based-beverage-is-hosting-a-latte-art-competition-with-big-prizes-including-1000-and-a-trip-to-nyc/ |access-date=11 August 2022 |work=Barista Magazine Online |date=26 January 2022 |archive-date=11 August 2022 |archive-url=https://web.archive.org/web/20220811185214/https://www.baristamagazine.com/attention-baristas-myracle-mylk-plant-based-beverage-is-hosting-a-latte-art-competition-with-big-prizes-including-1000-and-a-trip-to-nyc/ |url-status=live }}</ref>
== Bibliography == * {{Cite book| publisher = Firefly Books| isbn = 978-1-77085-470-3| last = Hoffmann| first = James| author-mask=0| title = The World Atlas of Coffee| location = Richmond Hill, Ontario| date = 2014}} * {{Cite book| last = Hoffmann| first = James| author-mask=0| title = The Best of Jimseven 2004-2015| date = 2017}} * {{Cite book| publisher = Mitchell Beazley | isbn = 978-1-78472-724-6| last = Hoffmann| first = James| author-mask=0| title = How to Make the Best Coffee at Home| location = London| date = 2022}}
== References == {{Reflist}}
==External links== * {{Twitter}} * {{Instagram}} * [https://www.tiktok.com/@jameshoffmanncoffee James Hoffmann] on TikTok
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{{DEFAULTSORT:Hoffmann, James}} Category:21st-century English businesspeople Category:21st-century English male writers Category:21st-century English non-fiction writers Category:Alumni of Durham University Category:Baristas Category:British food writers Category:Businesspeople in the coffee industry Category:Coffee culture Category:Coffee table books Category:English company founders Category:Food and cooking YouTubers Category:Living people Category:People educated at Uppingham School Category:Year of birth missing (living people)