Paulig coffee is the second most popular drink brand in Russia. This is probably why the consumer wants to know everything about this company. The packaging indicates that the product was made in Finland. Of course, it would be foolish to think that coffee beans grow under the northern sun of Scandinavia. Of course, they are exported from southern countries. But experts will tell you that the taste of a cup of coffee is influenced by three factors:
- A blend of expertly selected varieties.
- Roasting.
- Grinding
There are several ways to prepare the drink - in a cezve, French press, espresso machine or even just in a cup. And brewing coffee also directly depends on the three above-mentioned methods of processing the beans. When purchasing a product, the consumer can be sure that he will receive exactly the drink that he needs. What if a coffee lover wants to experiment? Then he can buy whole grains.
Coffee consumption history
It’s hard to believe, but just one hundred and fifty years ago the task of roasting and grinding beans lay entirely on the shoulders of the consumer. Housewives went to the Colonial Goods shop, where, in addition to coffee, they sold tea, spices, rum and cigars. There they bought grains as green as peas. When they got home, they fried them and then ground them in a hand mill. As you can see, the process of preparing one cup of coffee was long and resembled a complex ritual. But all Europeans started their morning with it. Paulig coffee became the first “almost ready” drink in Finland. All that was required of the housewife was to simply cook it. But the path to the heart of the consumer was long. And history testifies to this. It makes clear that if you prioritize the high quality of your products, then success will invariably contribute to you.
All about coffee: what you can learn at the Paulig Barista Institute
Coffee culture: from “3 in 1” to specialty espresso
Photos : Mikhail Kharin
Over the past decades, the culture of coffee consumption has changed everyday life in the capital beyond recognition. The drink has become part of a lifestyle - some choose an unpretentious but convenient glass to go, some trust large chains, and others become amateur baristas, equipping their own kitchen with an AeroPress and a funnel. Muscovites are learning to appreciate good coffee: selected beans require thoughtful preparation, which will reveal their many shades - from cherry sourness to caramel sweetness. A high-class drink does not require the addition of milk, cream, and even less syrups, which only “clog” the nuances of taste. Visitors to non-specialized establishments still prefer “white drinks” (prepared with milk), but along with coffee consumption there is a growing interest in the art of its preparation: alternative brewing methods, unusual combinations or simply patterned designs on lattes.
Only a professional barista can adequately prepare good coffee - the various secrets of the skill cannot be mastered in online training lasting one or two weeks. Water temperature, strict grain gramming, second-by-second brewing and many other details of the process directly affect the taste. The barista's knowledge and skills base has been accumulating for decades, and the main guardian of the intricacies of the profession is the international non-profit organization Specialty Coffee Association (SCA). It is SCA that defines the key standards for creating a drink from coffee beans around the world. The community helps experts exchange experiences, and also popularizes the product and the barista profession as a whole, holding entire championships in “coffee” disciplines - from latte art to espresso making.
In 1998, the Specialty Coffee Association developed its own training system that allows it to train specialists, confirming their high-quality reputation. The holder of an SCA certificate, having invested in his education, has the opportunity to return the investment by starting a teaching career: this is how the educational programs of the Association become available to more people. In Russia, however, there are very few such professionals - less than thirty people.
Galina Belousova
Paulig Business Development Manager
“Paulig is an expert in the coffee industry: we have unique knowledge and skills, so it is not surprising that we decided to join the SCA training system. After all, the Association is a community that unites coffee professionals and organizations from more than 100 countries.”
Paulig opened its first Barista Institute, which now provides training according to SCA standards, forty years ago in the company’s homeland: the training center settled in a coffee shop in the center of the capital of Finland, Helsinki. In 2021, the brand’s flagship coffee shop opened in Moscow: a three-story location on Myasnitskaya combined the coffee area itself, a store and a training space. The capital's Paulig Barista Institute conducts trainings, introducing coffee lovers to the basics of its preparation, and is preparing to launch the SCA educational program, designed for professionals. Obtaining the certificate necessary for launch is planned for 2021.
Coffee expertise: 145 years of Paulig experience
The Paulig brand dates back to 1876, when the Lübeck German Gustav Paulig moved to the Grand Duchy of Finland and began importing and selling colonial goods - from cognac and port wine to flour and salt. An ambitious and sensitive businessman, Paulig analyzed his income over several decades and in 1904 decided to focus on roasting beans and then selling his own coffee. Thus began the biography of an international brand that Russians rarely recognize as Finnish: an invigorating drink is poorly associated with a cold and reserved country. Over almost a century and a half on the market, Paulig has accumulated serious “coffee” expertise, and sharing it with specialists and consumers is one of the company’s key goals.
You can buy coffee from Paulig both in public retail chains - any of us have seen recognizable packs in Pyaterochka, Perekrestok or Azbuka Vkusa - and in restaurants and cafes. The familiar coffee from the McDonald's chain, for example, is also prepared with Paulig beans. A turning point in the history of the company in Russia was 2011 - the first bean roasting plant opened in Tver. Finally, the opening of the Paulig flagship coffee shop in 2021 allowed us to take the brand’s presence in the market to a completely new level.
Elena Gushchina
manager of Paulig Café&Store
“The opening of the Barista Institute allows us to better acquaint consumers with the intricacies of coffee culture and opens up the opportunity to train a large number of professionals who will be able to delight many people every day with high-quality coffee. Through the Barista Institute, we can unlock the secret of this coffee magic.”
Visitors to the location can try the entire range of drinks, from espresso to raffa, made with Paulig beans, buy a pack of their favorite brand to take home, and immerse themselves in coffee culture at the Barista Institute trainings. The latter is given a separate space - the glass doors of the “cathedra” invariably attract the attention of guests of the establishment: every day the employees explain to one of the clients that this is not a VIP area, and you won’t be able to drink espresso or Americano there if you don’t come to study. This season, the Institute is conducting classes designed primarily for amateur baristas - professional training will begin in 2021. However, from November 15 to January 15, trainings and master classes are temporarily suspended due to coronavirus restrictions.
Coffee trainers: Dima Korsakov and Dasha Soboleva
Daria, trainer at the Paulig Barista Institute
winner of the qualifying barista championship in the Northwestern Federal District, winner of the Northern Star barista cup in the individual competition, certified judge of the barista championship under the auspices of the WBC
Dmitry, trainer at the Paulig Barista Institute
participant of the qualifying stage of the Russian Barista Championship according to the WBC version 2013-2014. in the “Classics” category, winner of the North Star Barista Cup in individual and team competitions in 2013, first prize-winner of the northwestern stage of the Russian Coffee Cup 2014, certified judge of the Russian Barista Championship
How did you come to become a Barista Institute trainer?
Dasha : “I started working as a barista completely by accident. But I liked the process of making coffee so much that I began to become more and more interested in the product. Over time, I began to conduct trainings for professionals and amateurs. The most important thing about this is the opportunity to share your knowledge with equally enthusiastic people, and it doesn’t matter whether they are a specialist or a person who has just begun to be interested in coffee. That's why I became a coach."
Dima : “I was brought into the world of coffee by desire and the search for a profession that was truly suitable for me: I worked in catering since university, but it was the work of a barista that attracted me with its novelty, depth and opportunities for development. Literally right away I found myself in a wonderful whirlwind of coffee competitions - both within the company where I worked, and regional and even national barista championships. Competitions are not only a competitive environment, but also an opportunity to gain unique knowledge: this gave me strong motivation to study the product and the coffee industry. And the experience gained during the time devoted to preparing for the championships gave me the opportunity to begin sharing it with novice baristas and other professionals. That’s how I came to become a barista institute trainer.”
Which of the Institute’s trainings would you recommend to amateur baristas?
Dasha : “Of course, it’s always better to start with the basics. Our Institute offers several basic trainings that will help you immerse yourself in the diverse world of coffee. These are “Home Cooking Basics” and “Be Your Own Barista.”
Dima : “Any of the trainings at the Institute is aimed not only at development during the training process itself, but also at motivating a person to continue to be interested in coffee and study the product independently in the future. So choose a topic that interests you, and we will direct your interest in the right direction.”
What benefits does completing the Institute’s training give to professionals?
Dasha : “Coming to study at our institute, any specialist can be sure that the training is carried out by professional trainers and only on high-quality equipment. At the same time, our graduates receive a diploma according to the standards of the international organization SCA - and this is a significant advantage when applying for jobs in serious companies.”
Dima : “The knowledge and experience gained by professionals during the trainings will exactly correspond to the current level of development of the industry, will introduce participants to the history of the development of coffee knowledge, and will teach them discipline, systematization and organization of their knowledge. Finally, they will help you reach new heights in your profession - after all, SCA trainings have global authority in the world of coffee.”
Coffee training for amateur baristas: from the basics of making espresso to diving into the details of coffee production.
- Basics of making espresso. The training is devoted to the intricacies of preparing the perfect espresso: a detailed analysis of the process of creating the drink, including working with a professional coffee machine and getting to know the key brewing parameters.
- Latte art. Master class on the art of creating drawings on coffee: introduction to various techniques of drawing on coffee, learning basic patterns.
- Alternative brewing methods. Master class on making coffee using trendy alternative methods: introduction to the Chemex, Aeropress and Hario V60 funnel.
- Your own barista. The training is devoted to the preparation of espresso and drinks based on it: a detailed analysis of the process of creating espresso and cappuccino, including working with a professional coffee machine and learning how to froth milk.
- Home Brewing Basics. Master class on making coffee at home: immersion in the history of coffee, getting to know the parameters that affect the taste of the drink, learning 6 ways to make coffee.
- The journey of coffee from sprout to cup. A theoretical seminar on how a small plant turns into an ideal drink: introduction to types and varieties of coffee, immersion in the production process, tasting of three fundamentally different coffee roasts.
Trainings and master classes at the Barista Institute are suspended until January 15, but the flagship Paulig coffee shop continues to operate and welcomes all coffee lovers.
Address : st. Myasnitskaya, house 15; instagram
Photographer : Mikhail Kharin
Company history
There lived in the second half of the nineteenth century in the German city of Lübeck a certain young man named Gustav Paulig. He was the son of a gardener, but did not want to follow in his father's footsteps. At first he worked for . Having accumulated initial capital, Gustav moved to Helsinki and opened a shop selling colonial goods at 10 Fabian Street. This happened in 1876. But within five years, the Latin letter “P”, with which Paulig marked his goods, became a symbol of the highest quality in the capital of Finland. The young entrepreneur did not want to stop there. He not only ordered the best varieties of tea and other goods from tropical countries from suppliers. Already in nineteen hundred and four, he adopted the invention of the American John Arbuckle and began to roast coffee beans industrially. To do this, he bought a workshop and warehouse in the Katajanokka area. Consumers liked Paulig roasted coffee beans.
Brand history
The young man came from Lübeck to the Grand Duchy of Finland, which at that time was part of the Russian Empire, in 1875. Gustav Paulig wanted to see the world and try his luck in search of an activity that would become his life's work. He initially settled in Tampere and got a job at Nokia, which at that time was a small pulp factory. And its owner, Frederic Idestam, had no idea about the prospects of his enterprise.
Gustave worked at the factory for a year, and then moved to Helsinki, deciding to open a shop of colonial goods. This was the name given to tea, coffee, spices - everything that was exported from the colonies. The young man decided to focus on coffee, and he was right. When Gustav met Bertha Bonhoff, fell in love and decided to marry in 1876, he was the owner of a successful business and a promising groom.
Brand founder Gustav Paulig and his wife Bertha
At first, the newlyweds lived in a small house on a plot of land that belonged to Bertha's father. And then, when the coffee bean roasting factory Paulig built was in full operation, he rented half a hectare of land near the bay and bought a villa located on that site. The new home was renovated and a cozy family home was created, in which three sons and 4 daughters of Gustav and Bertha were born and raised.
Known for his strict moral principles, Gustav Paulig tirelessly repeated to factory workers and salesmen: “Compromise on quality is unacceptable!” He taught the same to his children. When he died suddenly at the age of 56, his successor, his middle son Eduard, studied in Lübeck, and Bertha took over the company. She was the first female manager of a Finnish company.
For her expanding production, Bertha acquired a large plot of land and commissioned the design of a seven-story commercial building from the architect Woldemar Asperin, who was a friend of her late husband. In the meantime, while the project was being developed and construction was underway, she made an important deal with a Danish entrepreneur working in Helsinki who was experiencing financial difficulties: she bought from him 3 coffee shops and a popular coffee shop in the city center. After 2 years, the Paulig chain operated 25 coffee shops and a bakery, which, in addition to bread and rolls, baked baked goods specifically for coffee.
Construction of the new company building was completed in 1911. There was a place in it for a bean roasting workshop, the alluring aroma of which penetrated every corner, an office, a tasting room, and a warehouse for finished products. By that time, Eduard Paulig had returned after training, to whom Bertha handed over the reins. But before the new leader could take on the role, the First World War began. The import of coffee into Finland was stopped, and in order not to completely lose customers, Eduard Paulig began preparing a coffee drink from acorns, chicory and dandelion root.
The food crisis lasted until 1921: after the revolutionary coup in 1917, Finland declared secession from Russia, recovered from the military devastation, and formed a government. Only then did the Pauligs have the opportunity to import coffee beans, albeit at a very high price.
Back in 1919, Bertha reformatted the company, making it a joint-stock company, the shares of which were distributed among all family members. Eduard Paulig was elected executive director, who managed the company from 1919 to 1947. Bertha, at this time, was engaged in charity work, supported the poor, and even created a preschool institution with Aurora Karamzina, which still operates today - the Bertha Maria Hemmet kindergarten.
In the 50s, the board was headed by the grandson of the brand’s founder, Henrik. He had many ideas for the development of production, which gradually began to be implemented:
- moved the roasting and packaging shops to new premises;
- organized a service for interaction with consumers;
- published a collection of recipes;
- organized thematic meetings, the participants of which could get acquainted with the company’s products.
In 1980, Paulig established its own Coffee Institute to promote knowledge about the product, which became the basis of the family business. In the 90s, the company acquired another production site - a British bean roasting factory, and built factories in Tallinn and on the outskirts of Stockholm. In the period from 2006 to 2011, 3 more enterprises were built, one of them in Russia.
After 140 years, Paulig remains a family business, a market leader in the Baltics and Sweden. And the favorite brand of Finns, Swedes, Latvians and Danes.
Bertha Paulig and her contribution to the company
In nineteen hundred and seven, Gustav died, and his wife took the helm of the family enterprise. Bertha Paulig had the same entrepreneurial spirit as her late husband. She opened a number of pastry shops throughout Helsinki, where you could not only drink ready-made Paulig coffee with delicious pastries, but also buy beans. In addition, Mrs. Paulig established the sale of mixtures. Previously, you could buy either Arabica - a cultivated variety of coffee with an exquisite taste, or its cheap brother - Robusta, which gave the drink strength. Mrs. Paulig presented two new products to the public. These were mixtures of Juhla and Presidentti. Eduard, the son of Gustav and Bertha, made a new revolutionary breakthrough in coffee processing in 1931. He began not only to grind the grains, but also to roast them to different degrees. And the grandson of the company's founder, Henrik Paulig, proved himself to be a brilliant advertising maker. He brought a girl from America named Paula, who for many years became the “face” of the family enterprise. She was depicted on all labels of the company's products. And, since Paula was dressed in the traditional costume of the Saesmeki people, coffee for many Finns became associated with their national drink. Now Paulig remains a family business. But this did not prevent the company from being one of the first to enter the empty market of the post-Soviet republics. She is known in Russia, Ukraine, and the Baltic countries.
About the brand
For more than 140 years, Gustav Paulig's company has been supplying the world market with several types and varieties of coffee for every taste. This enterprising German moved to Finland from Germany to start his own business. It remains a family business to this day.
The year of foundation of a small grocery store selling colonial goods is considered to be 1867. Gustav Paulig offered the residents of Helsinki cognac, salt and coffee President. This is the current name of the product. In those days, it was green bean coffee, which city residents roasted at home.
Gustav was an enterprising man. In order to expand trade, he advertised in newspapers and offered delivery and special conditions to wholesale buyers. Very soon, he was the first in his business to register the so-called logo, which is the Latin capital letter P. It was a kind of sign of the quality of the products being sold, causing greater confidence among the buyer.
The company developed quickly and dynamically. Very soon the main product sold through the chain of stores was coffee. Gustav took a guess at the method of technical roasting of green coffee beans, built his own roasting shop and began selling already roasted beans.
Company logo
After Gustav's death, the company's affairs were managed by his wife, and later by his sons and grandsons. The business grew and expanded. He needed to go beyond Finland. To this end, another innovative move was adopted. The company has its own identity. It was a girl in national costume named Paula. Her image with a copper coffee pot in her hands appeared on the company's products. She appeared at all official events. In many ways, the history of the brand is reminiscent of the process of formation and development of another European coffee leader - Julius Meinl.
Today, the central office and largest roasting plant of the Gustav Paulig Group is located in Helsinki. The product range has grown greatly, as has the communications system. The company works closely with wholesale buyers and cafe chains, conducts seminars, training programs, and promotes coffee as a product.
Not long ago, brand offices were opened in St. Petersburg and Moscow. And a new roasting plant was built in the Tver region of Russia.
Why is Paulig coffee interesting?
What allows a family firm to have an annual turnover of seven hundred million euros? Why did the Paulig enterprise become the second largest company in terms of sales in Russia? Firstly, the consistently high quality of coffee. Secondly, this is the amazing variety of its varieties. Thirdly, care for the consumer. For a person who is not a professional barista, it is important to get a tasty drink with as little effort as possible. And Paulig coffee is simply a godsend in this regard. On the packaging of the product you can read what varieties it consists of, what is the degree of roasting and grinding. Do you like to brew coffee in a cezve? No questions! The “Turkish Coffee” brand is sold specifically for this method of preparation. With sourness, bitterness, invigorating or for the evening, with chocolate flavor or created specifically to drink with cream - we always have what you need.
Paulig Classic
The taste of Paulig Classic coffee is also well received by consumers in the Baltic countries, Ukraine and Russia. It has an exquisite aroma as it is fried to medium.
This type of coffee is made from the Arabica variety. Consumers are offered a choice of Paulig Classic in ground form and grains.
Thanks to this, you can prepare coffee in different ways. Ground coffee is sold in packages from 100 to 500 grams, and beans in 250 gram packages.
Making coffee in a Turk remains the most enjoyable method of preparation for gourmets from Russia. Especially for them, the Paulig company produces all types of specially ground coffee that are suitable for this method of brewing.
But for those who don’t like or don’t know how to brew coffee, there is Mocha in-cup coffee. It can be brewed directly in a cup, which does not require much time.
Choosing Paulig coffee
Reviews claim that the name of the company's products manufactured for Russian consumers is different from what is supplied to the domestic (Finnish) market. If you're in Helsinki, be sure to buy a pack of Juhla Mokka as a souvenir. This is the successor to the very first blend of coffee varieties. The brand has a mild taste and refined aroma. But the drink is not very strong, suitable for evening coffee drinking. If the label says tumma paahto, the mixture has been subjected to intense roasting. The second of the earliest mixtures, Presidentti, has also not disappeared. It uses grains from Costa Rica, Guatemala and Brazil. The drink has a delicious taste worthy of a president. With strong roasting, an unobtrusive and pleasant bitterness appears. Ground coffee Paulig Kulta Katriina with a slight sourness, mild taste and delicate aroma. Want to cheer up? The Robert Paulig tumma paahto brand will wake you up better than an alarm clock. Do you like chocolate flavor? Then choose Meira Saludo. Among the Paulig products there is also a line of the highest price segment. These are Presidenty Gold and Black Label.
For lovers of single-origin coffee
Gourmets prefer mixtures. Arabica gives the drink a refined taste and delicate aroma. But if you are interested in the strength and invigorating properties of coffee, then adding Robusta is necessary. However, there are drink connoisseurs who cannot stand the taste of these cheaper beans. And for them the company released two brands of coffee: Paulig Arabica and Paulig Arabica Dark. In the latter brand, the beans were roasted to a higher degree. Arabica coffee is also a mixture. But single-varietal. The company buys Arabica beans in Brazil and Central American countries to obtain a rich and aromatic, invigorating and refined taste of the drink. This coffee is available in medium grind in 250 gram packs, as well as whole beans in two hundred and fifty, 0.5 and kilogram packs. Reviews say that Arabica coffee has a rich, velvety taste with sweet notes.
Coffee beans
Each branded package has a photo showing the cooking method, as well as a description indicating the composition and degree of roasting. For fans of the brand, the Kofeteka online store in Moscow offers to buy Paulig coffee, presented in elite blends:
- 100% Arabica – soft taste, rich aroma, elegant and subtle aftertaste;
- 85% Arabica/15% Robusta – a unique combination of bitterness, piquant sourness, pleasant sweetness;
- 80% Arabica/20% Robusta – the optimal balance of strength to enjoy your morning cup of espresso.
Coffee is packaged in sealed bags of 250 g, 500 g, 1 kg, which preserve the freshness of the product throughout the entire shelf life. Inside the package you will not find overcooked beans; production is scrupulously monitored by qualified specialists.
For espresso lovers
A whole generation of people has grown up who cannot imagine black coffee without a charming foam cap. Paulig Espresso series was created for them. The products in this line reflect the Italian method of roasting and grinding. The drink can be prepared in an espresso machine or French press. The line consists of many items. Consumer reviews about - with the traditional roasting method. For lovers of delicate tastes, “Delicato” coffee was created, and “Fortissimo” coffee for strong tastes. This latter brand also features a darker roast. Refined Espresso varieties - Barista and Favorito - are also available for sale.
Paulig Espresso Original
The Paulig Espresso Original coffee variety combines a mixture of dark roasted beans that have a very mild taste. It is very reminiscent of Italian coffee. This type of coffee is suitable not only for making espresso, but also for drinks based on it: Americano, lungo, ristretto, dopio...
Price
For all occasions, for all tastes, for different cooking methods, the Paulig coffee company produces. The reviews cannot find fault with the quality of the products. The only disappointment is the price. This reputable brand's coffee sells for more than others. But you have to pay for quality. Coffee lovers claim that the Paulig Espresso Supremo brand is well worth its thousand two hundred and ten rubles per kilogram. Many Russians specifically buy the product in beans and large packages because it costs a little less. Thus, the price of “Paulig Mocha” is six hundred and sixty rubles per kilogram, and “Vending Espresso Aroma” is 640 rubles per kilo.
