We returned to the 2nd edition of Milan Coffee Festival this weekend and brought, for the first time to Italy their new competition format Crush the Rush. Crush the Rush: Straight into Christmas had 8 competitors from all over Europe working on the acclaimed KB90, with Hola Coffee from Madrid, Spain winning the competition. 

Congratulations to Pablo Caballero, Nolo Botana, and Kenny Reault Calero of Hola Coffee. Hola Coffee has been a pioneer of specialty coffee in Spain. Hola Coffee was started in 2016 as a community blog for baristas and the local coffee community. First expanding to events and cupping sessions. Pablo won the 2016 Spanish Aeropress Competition, in early 2017 they opened up their first coffee shop and began roasting in shared roasting facilities. This summer opening their very own roastery, expanding and selling coffee in Spain and all of Europe. 

La Marzocco has had strong ties with Hola Coffee since its beginning. Aiding in understanding the local Spanish market when developing new products, the Hola Coffee Café was one of the first to try the innovative Straight In system last year. La Marzocco’s Spanish branch will soon bring the Crush the Rush competition to Barcelona, and the Hola Coffee team will be their supporting in creating the event. 

“We love this competition for many reasons. Team building, meeting new people in the industry and having a great time in a competition that is interesting to the viewers. The adrenaline on the stage is so high!” Pablo Caballero. 

@lamarzocco @lamarzoccoitalia #crushtherush #hellokb90 #lamarzoccowintergarden