JEDDAH: Coffee aficionados in Jeddah have probably heard the name Brew92° whispered in reverent tones as a suggestion for the perfect place to hang out for the day, or just to pop into for a quick caffeine fix.
The specialty cafe has also introduced Saudi Arabia to the world of coffee bean auctions. In June 2018 it paid $105 for a pound of Gori Gesha beans at the annual Gesha Village Coffee Estate auction in Ethiopia, the highest price ever paid for African beans.
Brew92° has been generating a lot of buzz since its soft opening in July 2016, attracting coffee drinkers of all ages to try its consistent and powerful blends. The team at the cafe sources beans from some of the best growers and suppliers in the world, then roasts them in their own private roastery.
Arab News was given a special behind-the-scenes glimpse of the process to see how the beans are prepared and processed to make the perfect cup of coffee. All of the roasts they create are tasted blind, for example, without the tasters knowing the origin of the beans, to avoid any bias in their opinions on the taste and quality. “There’s no absolute, there are only guidelines,” is the motto the team behind Brew92° live by.
The idea for the place came from co-founder Abdul Aziz Al-Musbahi, who often frequented a coffee shop when he spent a few years in London studying and decided he would like to open a branch in Saudi Arabia. The owner declined to do so but instead offered to teach him all he knew about coffee beans and roasting.
Later, Al-Musbahi met business partner Hussain Ibrahim and suggested opening a roastery. Instead of immediately finding premises and starting work, Al-Musbahi set about finding and recruiting the best talents, before starting to develop the brand. He built and invested in a solid, capable team, the members of which trained with coffee consultants.
“I’ve been in this field since 2005,” said Ibrahim. “What I learned in the two years with Brew92° beats what I learned in the 10 years before it and the 10 years ahead.”
The name of the place, he added, was decided during a trip he and Al-Musbahi took to Dubai.
“The perfect water temperature for brewing is between 90 and 96 degrees Celsius; 92 is kind of in the middle — and it is the year in which Abdul Aziz was born.”
The team’s creative mastermind, Mohamed Bamahriz, has a theory about why the cafe is proving so popular.
“It’s because we’re addressing our customer’s five senses,” he said.
Bamahriz noted: “We have our customized music playlist based on the time of the day and what sort of ambiance the customer is looking for whenever they come here, be it early in the morning or with slumped shoulders after working hours.”
“We also tailored our decor to be visually friendly and cozy,” he said and added: “Our visitors not only enjoy the coffee, they get to smell it and be completely submerged within the experience.”
“A month from now, we will also be introducing fashionable merchandise, which is something they can touch. We want to create a brand but we don’t want it to be niche and exclusive. Just like (our intention for) specialty coffee when we first introduced it, we want it to be for everyone; we want to create a sense of community and we want to prove that we can all coexist.”
He said that something he loves about Brew92° is that he can look around and see a man wearing a thobe sitting next to another in shorts and a third in a suit, while girls in niqabs sit side by side with others wearing the hijab and those who not — and it does not matter at all because everyone is equal.
The cafe also aims to be a trendsetter, rather than just following them.
“We’ve created quite a bit of hype with our salted caramel drink,” said marketing director Nidal Taha. It is called Halawa Bagara in Arabic, named after the popular caramel fudge that has a special place in the childhood memories of millennials. “We invented it by mixing coffee with it — after all, we’re not a juice shop,” added Taha.
“Many cafes are now trying to recreate it,” said Ibrahim. “Suppliers are bringing caramel sauces from all over the place. Our aim is to make it a signature drink everywhere, just like the Spanish introduced the Spanish latte — we want our drinks to reach the rest of the world.”