Two years after opening its flagship roastery in the UAE, The Brew Crew Coffee is reinforcing its position in the region’s specialty coffee market by showcasing its transparent production philosophy. The company recently hosted an interactive event for media, hospitality professionals, and coffee enthusiasts, offering a detailed look at its sourcing, roasting, and flavour profiling methods.
From Commodity Trading to Craft Roasting
The Brew Crew Coffee was founded by brothers Ashjeet Singh Talwar and Sukhjeet Singh Talwar, who leveraged their family’s multi-generational expertise in the international coffee trade. This background in commodity sourcing provided them with a deep understanding of quality control and traceability, which became the cornerstone of their consumer-facing brand.
“Our foundation was built long before we entered the café space,” said Ashjeet Singh Talwar, founder of The Brew Crew Coffee. “Our experience in sourcing and trading gave us a deep understanding of quality and traceability, and that continues to guide our operations today. ‘Farm to Cup’ represents our commitment to showing the real story behind every roast.”
An Interactive ‘Farm to Cup’ Experience
Instead of a standard press conference, the brand organised a hands-on guided tour through its coffee journey. The event was designed to demonstrate how the company’s values of sustainability and craftsmanship are integrated at every stage, from sourcing beans at the farm level to the final preparation. This approach is similar to other unique promotional events in the region, such as the recent K-Fruit promotion that kicked off in the UAE.
Sukhjeet Talwar, co-founder, explained the brand’s focus on engagement. “We’ve always focused on creating meaningful coffee experiences, not just products,” he commented. “This event was designed to engage the audience in the process itself, allowing them to understand what makes our approach different in the UAE’s growing specialty coffee market.”
A Hub for Coffee Education and Collaboration
Since its inauguration, The Brew Crew Coffee’s roastery has served as both a production facility and a learning hub. The space offers training workshops, cupping sessions, and customised roasting solutions for business-to-business and hospitality partners. This emphasis on education and collaboration has been a key driver of its expansion across retail and wholesale sectors.
By embedding its ‘Farm to Cup’ philosophy into all business operations, the company aims to make specialty coffee more accessible and authentic. This commitment to sustainability is a growing trend, reflected in other corporate initiatives like the recent QSC launches Tree-Planting campaign in the region. The Brew Crew Coffee continues to build its long-term vision of delivering sustainable, high-quality coffee to a wider audience.
