The First 100 Years: The 1990s

Coffee in the 1990s became more than just a beverage—it became a symbol of lifestyle and social identity. The “third wave” of coffee culture, which emphasized coffee as an artisanal product, began taking shape, especially in urban areas of the U.S. and Europe. People were willing to pay a premium for coffee that was marketed as ethically sourced and meticulously brewed.

Coffee shops played a central role in cultural movements, especially among young, creative professionals. The café became a place for reading, writing, conversations, and even business meetings, symbolizing a shift toward a more relaxed, community-oriented approach to social interactions.

Mahlkönig Milestones:

The development of new markets was pursued with great enthusiasm, especially the further expansion of the American business, which was seen as particularly promising. The strategic focus on the American continent led to a significant expansion of business opportunities and contributed significantly to the long-term success of the company. Mahlkönig proudly expanded its global presence by establishing a U.S. branch, MAHLKÖNIG Inc., in California in 1999.

The business climate has been exceptionally robust, particularly with regard to the substantial order volume from Tchibo. The period after the reunification of Germany saw a significant surge in demand and commercial activity, with Tchibo emerging as a key player in this transformative era.

The very first Mahlkönig EK43, distinguished by its serial number 285358 and in a Gray/Red finish, has officially been released to the market. At that moment, no one could have possibly foreseen the remarkable journey this coffee grinder was destined to embark upon. Little did we know that this seemingly unassuming piece of equipment would soon evolve into an icon within the coffee world.

Mahlkönig had undergone a rebranding transformation. Initially unveiled in a gold and red design, the logo quickly evolved to its contemporary white and red version, as we know it today. This update reflects the brand’s commitment to ensuring a fresh identity in the ever-evolving coffee industry.

The transition of leadership from the founding Siewert family to the Erichsen family is being carried out gradually. In the mid-1990s, Nils Erichsen assumed the role of operational management, until he became the managing partner by the end of the 1990s.

In the late 1990s, a project was initiated for the development of the "EMRO" shop grinder, designed as a collaborative effort between Stawert Mühlenbau and Ditting Maschinenbau AG, located in Bachenbülach, Switzerland. This joint venture brought together the expertise of both companies.

The Coffee Industry:

Coffee as a 90s Fashion Icon: Holding a coffee cup, became part of the “cool” 90s aesthetic, with celebrities frequently photographed carrying coffee, adding to the glamorization of coffee culture. Coffee drinking, especially espresso drinks like lattes and cappuccinos, became a status symbol in the 1990s. Ordering complex coffee drinks became a part of everyday life for many, representing sophistication and cosmopolitan living.

In the late 1990s, as e-commerce began to grow, online coffee sales started gaining traction. People could now order specialty beans from around the world online, giving rise to niche coffee markets.

In 1995, Starbucks revolutionized the coffee industry with the introduction of the Frappuccino, a unique blend of cold coffee, ice, and an array of irresistible flavors. It became wildly popular, especially among younger consumers, and was a major revenue driver during this decade.