Launch in Riyadh

Viennese coffee roaster expands to Saudi Arabia

The cooperation was agreed between Bieder & Maier and the Saudi brand Jazean.

(Bild: KTHE)

Arabic meets Austrian coffee culture - Viennese coffee roasters Bieder & Maier are now focusing on a new blend with beans from the Kingdom of Arabia. Following the presentation in Vienna, the founders have now also introduced the project in the Middle East. One of the "door openers" was former Minister of Economic Affairs Margarete Schramböck.

There are two UNESCO World Heritage Sites. The Viennese coffee house culture has been an official cultural heritage since 2011, and Arabic coffee and the special Saudi Khawlani Arabica beans were later added to the list. This was also the reason for the cooperation, as Rudi Kobza, founder of Bieder & Maier, explains: "Saudi Arabia is a country that is very open to other cultures. There is a certain sympathy for Austria here."

Bieder & Maier Vienna Coffee Company, which was founded in 2018, aims to gain worldwide recognition through its cooperation with the Kingdom. The local partner Saudi Coffee Company is also committed to promoting Saudi coffee culture, and Bieder & Maier is the first brand with which the Saudis are cooperating. Saudi Arabian coffee is currently only sold domestically, but the expansion is expected to significantly increase the quantity produced from 300 to 2500 tons.

Coffee houses planned in Saudi Arabia
The coffee "blend" is also to be heavily promoted in Saudi Arabia. From the fall, Bieder & Maier will open numerous coffee houses in a franchise with Cenomi - where the Austrian Günther Helm was the boss until March - with the first one opening in the capital Riyadh in the fall. Helm was still involved in the cooperation at the time, and former minister Margarete Schramböck, who is active as a manager in Saudi Arabia, was also a "door opener".

The presentation in Saudi Arabia also took place recently. Rudi Kobza (2nd from left) and Margarete Schramböck (4th from left) were present.

(Bild: KTHE)

In Austria, the blend will initially be available exclusively at Vienna Airport for around 6 weeks and also in a pop-up at the Grand Hotel Wien in the summer - for tasting, but packs to take away will also be available there. The cafe at Vienna Airport was named the best airport cafe in the world in 2023. "Every cup of Bieder & Maier combines the culture and economy of Austria and the Kingdom of Saudi Arabia," says founder Rudi Kobza, also known as the head of a PR agency.

Two varieties come onto the market
Specifically, the new flavor is called "Bieder & Maier Premium Saudi Blend". The Saudi Coffee Company will supply Bieder & Maier with local Saudi Arabica beans over the next few years. The Viennese coffee professionals will then blend the beans with Arabica beans from all over the world and roast them. Specifically, there is a strong roast with beans from Brazil and Nicaragua, as well as a light variant that is supplemented with Ethiopian and Honduran beans.

(Bild: KTHE)

The 250g pack is likely to be priced at around 10 to 12 euros. The Saudi coffee will also be available in the online store. In future, Kobza's aim is for coffee drinkers around the world to enjoy the blend: "We already have a presence with Bieder & Maier in Japan, Germany and England. We also want to market our Saudi Blend there in the future, as it complements our existing range."