Business Store. What lies behind the Austrian empire Julius Meinl. Who is…

In the world of Viennese balls, a dress that leaves the ankle visible is considered short and can prevent participation in the ball, and shoes that are not black, patent leather, can also let the waltz-seeker at the entrance, even if he paid more more than 150 euros for the ticket. These are just some of the rules taken from another era, but which bring tourists year after year to the Austrian capital eager to experience going back in time. No other country organizes balls as festive as Vienna, and the traditional events delight both locals and guests from all over the world – more than 400 balls are held in Vienna every winter, attracting daons lovers from all walks of life. The special atmosphere is created here by the ceremonial program and the customs of the court, which date back to the 18th century: there are dress codes strictly observed by the participants, an opening fanfare, the arrival of debutantes (young people who make their way into society on waltz rhythms) and the exclamation “Alles Walzer!” (Let’s all dance the waltz!). You would say that in the age of AI and social networks such customs no longer have a place – but the tradition of the Viennese ball is one that still stands the test of time. “Hey!” answered this year even Christina Meinl, who was wearing a royal blue dress (the creation of an Austrian designer, I was to find out), to the prompt at the beginning of the Kaffeesiederball – Coffee Roasters’ Ball. Organized in the Hofburg Palace in Vienna, at the beginning of February, the event is supported every year by the coffee brand developed by the Meinl family and managed by the fifth generation. A context that could not be more suitable than for a discussion with Christina Meinl, right before the ball, about tradition, innovation and how the families behind European brands can find the balance between the two.

1

You ordered an espresso – how many do you drink daily? Quite a few, it depends on the day. But one of my favorite espressos is the one I drink at midnight, before bed. My husband and I drink an espresso and then sleep – I notice that many people are a little surprised by this habit. But otherwise, throughout the day, at the office, as the day goes on, I drink coffee, but not just espresso, sometimes it’s French press coffee, we taste different types of coffee, we try new limited editions. So it doesn’t always have to be an espresso; in this case it is an espresso. It’s always about the mood, the moment. Someone I know once said: coffee chooses its preparation method, which I like, because there are different coffees. But when new origin coffees come in, we taste them, then we taste them in different ways of preparation. And sometimes there is a preparation method that amazes you, where the body of the coffee and its harmony are really pleasant. That’s why I often say that I don’t necessarily want to immediately define how coffee should be prepared, we have to taste it in different ways.

2

What does the company’s slogan, “more than a moment” refer to? “More than a moment” means several things. Number one: The Viennese coffee shop means, since the last century, taking time, sitting next to the coffee. Italian style means to have a coffee and go. Viennese style means sitting down and enjoying yourself. And creating memories – it’s more than a moment. We all remember a conversation, a laugh, an eye contact. There are always moments we remember. And obviously, with a heritage of 160 years, (our brand – ed.) is more than a moment.

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“I went to a corner of the building, the facade didn’t look too impressive. I went in and found the best coffee machine on the market. And the mugs were special and I said, “Wow, I like your mugs.” And the owner said: “Yes, I brought them from Australia because I think they are beautiful.” And this for me symbolizes Romania.”

Christina Meinl, Managing Director, Julius Meinl Austria