The First 100 Years: The 1960s

In the 1960s, traditional farming methods were still widely used, but there was a gradual shift towards more industrialized agricultural practices. This period also saw a cultural shift, with coffeehouses becoming central to the Beat Generation and the emerging counterculture. These venues often hosted poetry readings, live music, and political discussions, making them important social hubs.

Mahlkönig Milestones:

Mahlkönig and Favorite employed a "Two-Brand Strategy" where products were offered under both brands. These products were then marketed and sold to Mahlkönig customers as well as Zwanger customers. This strategy followed the acquisition of the Zwanger company, along with its brand "Original Favorite," based in Pinneberg, which was Mahlkönig's biggest competitor at the time.

The future Mahlkönig classic, the shop grinder "VTA," comes from the Zwanger house and is added to the portfolio: "VTA = Vertical, Bag (in German: Tüte) Holder, Automatic." Initially offered to Tchibo as the model "Robusta," with a special color for Tchibo being mint.

New design lines for electric coffee grinders, such as the Columbia (available as a poppy seed grinder, featuring a two-tone and scratch-resistant casing) and the Brasilia (available as a grain or flaxseed grinder), have been developed.

A grinder specifically engineered for large-scale roasters was crafted in limited, small batch productions.

The Coffee Industry:

Coffee advertising in the 1960s reflected broader cultural trends, emphasizing convenience and modernity. Television commercials became a powerful medium for coffee marketing.

Technological advancements played a crucial role during this era, particularly with the development of more efficient and reliable espresso machines. These innovations allowed espresso-based drinks to spread beyond Italy, contributing to the growing popularity of café culture worldwide. There was a tension between the demand for high-quality coffee and the push for higher production volumes. This sometimes led to compromised quality, particularly with the rise of instant coffee.

The 1960s saw the beginnings of coffee chains gaining popularity. While Starbucks, for example, wasn't founded until the 1970s, coffee houses and chains like Dunkin' Donuts were becoming more common.