James Hoffmann (44) has been immersed in the world of coffee for almost half his life. He started selling machines 21 years ago, although he didn't like the drink at all.
His videos about anything related to coffee, from machines and types of beans to ways to prepare it, immediately receive millions of views. Hoffmann has been in Madrid these days participating in talks at the CoffeeFest. He has also come to present his new book The Best Coffee at Home, with all kinds of clues and recommendations.