About Behind the Batch
Custom Coffee Brands for Hospitality
My name is Ruben, and I am the founder of Behind the Batch.
I have been working in hospitality for over 25 years. Around 15 years ago, I discovered specialty coffee. At first, I experienced it as a customer, simply enjoying better coffee and trying to understand why it felt different. A few years later, I went deeper into the industry, and since then, coffee has become both a passion and a part of my life.
Behind the Batch was created from something I have always believed: every hospitality brand should have the possibility to serve coffee that feels like their own.
Coffee is more than a product on a menu. It is part of the guest experience, part of how a place is remembered, and part of the identity a hospitality brand can build.
For some businesses, the next step is not simply choosing what to serve, but creating something developed around their concept, customers, service style and brand experience.
That is where Behind the Batch comes in.
We help hospitality businesses create their own coffee brand, with custom blends, branded packaging, recipes and a complete done-for-you setup.
Each blend is developed around the client’s concept, taste profile, operation and identity, creating an offer that truly belongs to the business serving it.
Because when your coffee is created for your brand, it becomes part of your story.
And in hospitality, the strongest brands are built on details people can feel, remember and return to.