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Julius Meinl and KUBUS: A Culinary Brunch Revolution

In a landmark collaboration, legendary coffee brand Julius Meinl has partnered with Vienna's culinary masterminds, KUBUS, to introduce an innovative Brunch Club focused on modern twists to traditional Austrian cuisine, where coffee and tea become essential ingredients rather than mere accompaniments.

This exclusive experience was designed for a select group of eight guests, immersing them in a multi-course brunch that celebrates the rich flavors of Austria while fostering a sense of community through shared meals and beverages. As the founder of KUBUS, Elena Kubiena, observed, the act of enjoying coffee and food is deeply rooted in Austria's culture, emphasizing connection and mindfulness. "In Austria, coffee rituals really are rituals of time. We slow down, we savor and we connect," she explained.

A Culinary Duo with Unique Backgrounds

Elena, who transitioned from a business career to the culinary world, alongside her partner Peter—once a professional snowboarder—brings a fascinating mix of influences and techniques to their gastronomy. Their combined experience includes time spent in esteemed kitchens from Michelin-starred establishments to luxury wellness hotels in Europe. Currently, Elena refines her skills at RBar, while Peter works at the popular Espresso Buffet, both in Vienna.

Reinterpreting Classics

Diners at the brunch were treated to Julius Meinl's exclusive coffees showcased through various brewing methods including espresso machines, Bialetti, AeroPress, and Chemex. Some noteworthy menu items included:

• - Buchteln with creamy vanilla sauce infused with Julius Meinl Organic Rooibos Wintery Days tea.
• - Flambéed pancakes drizzled with rich coffee-infused caramel made from Julius Meinl Premium Espresso.
• - Classic Tafelspitz gently poached in the fragrant Organic Treasure of Asia tea, served with apple horseradish.
• - Eggs cured in Organic Assam Gold Tea along with a sprinkle of Sencha Green Tea salt.
• - Baked pumpkin glazed with rich coffee grounds and a hint of coffee oil.
• - Coffee Knödel with a delicately flavored jus and the contrasting tang of sauerkraut.

The Rise of Brunch Culture

Since the pandemic, dining experiences have evolved, with brunch clubs gaining traction as seekers of culinary adventures look for intimate and unique food experiences. These gatherings foster a warm atmosphere, often set in homes or unconventional venues, to encourage community and sharing. As Andreea Postolache, Global Marketing Director at Julius Meinl, pointed out, the current landscape of home cooking reflects profound creativity and innovation, blending high-end gastronomy with the everyday act of brewing coffee or tea.

The Brunch Club symbolizes a perfect platform to reimagine how coffee and tea can be paired with food, serving not just as beverages but as pivotal accompaniments to elevate the dining experience. "At the end of the day, coffee and tea are about connection, no matter where they are enjoyed,” says Postolache, emphasizing the collaborative nature of this project.

A Legacy of Quality

Founded in 1862, Julius Meinl stands as one of the oldest coffee roasters globally, deeply ingrained in Vienna's iconic coffee culture. Their commitment to quality ensures the brand remains at the forefront of the industry, offering their exceptional coffees and teas in over 70 countries. The Brunch Club, conceived with the creative insights of Jung von Matt DONAU and produced by Bagage, is another innovative venture showcasing the brand's dedication to modernizing traditional culinary practices while maintaining a focus on community and togetherness.

This collaboration between KUBUS and Julius Meinl not only highlights the evolving nature of Austrian cuisine but also underscores the importance of shared experiences in food, thereby reinvigorating Austria's rich culinary legacy.