Montag Coffee Roasters: Specialty Coffee Roasted in Istanbul

Montag was established in late 2014 as a specialty coffee shop and roastery in Istanbul. It would not be an exaggeration to say that the Montag coffeeshop, located in the second floor of a building across an old Armenian church overseeing the historical food market of Kadiköy, is one of the iconic corner stones of the "third wave coffee" movement in Turkey.

The same shop also hosted our small shop roaster until the end of 2016, when we moved our roastery to its current separate location. Two additional Montag coffeeshops were opened in Bomonti (Sisli, Istanbul) in the spring of 2019 and in Moda (Kadiköy, Istanbul) in the fall of 2019.

Montag has opened its wholesale account in 2017. Currently we supply freshly roasted coffee to over 150 locations in Turkey as well as business partners at Middle East and Europe.

Our primary focuses as a specialty coffee company have always been on cup quality and customers experience. This is why we have always sourced high grade coffee from established specialty trading agencies in Europe and serve it in our distinctive style that emphasises 'flavour clarity'.

As Montag Coffee Roasters, we also recognise that our most important task is to contribute to the chain of value creation among farmers, green coffee traders, roasters, baristas, investors, operators and consumers. We believe that specialty coffee will only prosper in such harmony and cooperation. In other words, making Montag a part of the radical transformation process in the coffee industry, that elevated coffee from a standard supermarket product to a special highly esteemed beverage around the world, is what excites us.

Coffee was introduced to the Ottoman Empire (which included modern-day Turkey) in the mid-16th century. It quickly gained popularity, and coffeehouses, known as "kahvehane," became social and intellectual hubs. These coffeehouses played a vital role in shaping the cultural and political life of the empire.

Turkish coffee has been a cornerstone of Turkey's rich coffee culture for centuries. However, in recent years, a significant shift has occurred in coffee consumption habits in Turkey, accompanied by the emergence of third wave coffee culture.

Traditional Turkish coffee has long been enjoyed as a beverage for leisure and strengthening social bonds in coffeehouses. However, starting from the early 2000s, influenced by the global coffee trends, Turkey has witnessed a transformation in its coffee consumption habits. This period saw the rapid proliferation of third wave coffee shops, particularly in major cities.

One of the effective factors behind this shift was the younger generation's interest in global coffee trends. Young people sought to experience different coffee varieties, taste customized coffee drinks, and spend time in relaxed environments. These demands led to the rise of third wave coffee shops, which attracted attention with their distinctive beverages and modern designs.

The entry of international coffee chains like Starbucks into Turkey also coincided with this period. Starbucks opened its first branch in Istanbul in 2003, introducing Turkish consumers to a different coffee experience alongside Turkish coffee. Starbucks offered filter coffee, espresso-based drinks, and various snacks, providing Turkish consumers with a café experience distinct from Turkish coffee. The success of Starbucks paved the way for the growth of third wave coffee culture in Turkey, enticing other international coffee brands to enter the Turkish market.

Alongside international coffee chains, independent coffee shops quickly spread across Turkey with the rise of third wave coffee culture. These shops focused on meticulously selecting specialty coffee beans, carefully roasting them, and employing skilled baristas to create exceptional coffee experiences. These independent coffee shops emphasized factors such as bean origin, roasting profiles, and brewing methods to highlight the distinct flavors of different coffee varieties.

For mid-ages and Generation X, Turkish coffee remains a popular choice. They have grown up with the tradition of Turkish coffee and often appreciate its strong flavour and cultural meaning. It is a drink they have been enjoying for many years, and they continue to embrace its rich culture.

Generation Y, also known as Millennials, and Generation Z, the youngest generation, have been influenced by global coffee trends and the rise of specialty coffee culture. While Turkish coffee is still respected and enjoyed by many individuals in these generations, they are more likely to explore other coffee options as well.

Espresso-based drinks, such as cappuccinos, lattes, and macchiatos, have gained popularity among younger generations. These coffee drinks are often found in international coffee chains like Starbucks or in independent coffee shops that cater to the preferences of younger consumers. The younger generations also appreciate different brewing methods like pour-over, AeroPress, and cold brew, which provide unique flavour profiles and allow for experimentation.

Upon Starbucks' entry into the Turkish market, it introduced a prevailing preference for dark roast coffee, consequently influencing the consumption habits of the local population. Prior to this, the predominant coffee culture in Turkey was characterized by the consumption of strong and dark brews, often associated with Turkish coffee and its perceived unfavourable taste. However, with the emergence of an increasing number of specialty coffee establishments and a notable shift in the perception of coffee quality, particularly among the younger generation, a transformation has taken place. In recent times, there has been a discernible preference, particularly among the youth, for medium and light roast coffees. This evolving preference reflects a desire to explore and appreciate the nuanced flavors and profiles that these roast levels offer.

As a Generation Y individual and a recent graduate in Strategic Marketing Management, I have always been fascinated by the coffee industry and its dynamic nature. What draws me most to the industry is the perfect blend of passion, entrepreneurship, and creativity that it offers.

Growing up in the era of coffee shop culture and witnessing the rise of specialty coffee, I developed a genuine passion for the beverage. The complexity of flavours, the art of coffee preparation, and the cultural significance associated with it have captivated me. Exploring the intricacies of coffee, from bean sourcing to brewing methods, has become a personal journey of discovery and appreciation.

Moreover, the coffee industry presents exciting entrepreneurial opportunities. It allows me to combine my business acumen with my love for coffee, offering a chance to create a unique brand and customer experience. Opening a coffee shop, where people can gather, work, and socialize, provides an avenue to foster a sense of community and connection—an aspect that resonates deeply with my values as a Generation Y individual.

I am drawn to the innovation and creativity that the coffee industry fosters. From experimenting with new coffee blends and flavours to implementing unique brewing techniques, there is ample room for imagination and pushing boundaries. Being part of an industry that encourages constant exploration and improvement aligns perfectly with my desire to make an impact and contribute to its evolution.

Ultimately, the coffee industry encompasses the lifestyle I value—a perfect blend of passion, entrepreneurship, and creativity. It allows me to indulge in my love for coffee while creating spaces where people can come together, fostering a sense of belonging and community. I am excited to embark on a career in the coffee industry, where I can bring my strategic marketing skills to the table and play a role in shaping its future.