Driving a global presence that now spans Austria, Central and Eastern Europe, the Adriatics, Russia, and Dubai, Julius Meinl enters Midlands.
Viennese coffee roaster, Julius Meinl, has announced the acquisition of a Midlands coffee distributor. A robust effort on its part, the Aroma & Gusto purchase reflects the expansion of the Austrian brand in the United Kingdom, and is expected to double its turnover here.
Marketed in more than 70 countries, the marque first penetrated the market in 2014 with a focus on London, where its coffee and tea packages are sold to over 200 hotels, cafés, and restaurants to include premier locations like the Mondrian, Hyatt, and Balans Soho Society.
The Aroma & Gusto customer base is centred in major cities like Nottingham and Sheffield. Therefore, its takeover affords Julius Meinl a strategic foothold matching the aim to amplify its presence outside London. Sealed in January, the deal adds 140 clients to said portfolio.
Headquartered in Vienna, the business will open a new office in Nottingham in addition to its London location. With Midlands secured, Julius Meinl plans to expand into Scotland and South West England, while on the lookout for new partners to extend its continued growth.
“By acquiring Aroma & Gusto, we have gained new contacts in terms of its strong HoReCa base. We can now offer customers in the Midlands and beyond a wider stable of offerings to include full trade packages,” said Jérôme Pastre, MD of International Business, Julius Meinl.