An exclusive interview with Vytautas Kratulis, founder of the World’s Best Coffee Roaster 2026
Dubai – Ali Alzakary
When Huracán Coffee was crowned World’s Best Coffee Roaster 2026 at the Global Coffee Awards in San Salvador, it was more than a victory. It marked a defining moment for the global coffee industry. For the first time, a roaster from the Baltic region reached the top, standing alongside and above long-established coffee markets in Europe and North America.
This achievement reflects years of work, consistency, and a deep understanding of coffee that goes far beyond roasting alone. Behind it is Vytautas Kratulis, a figure whose journey is closely tied to the transformation of Lithuania itself. From the uncertainty that followed independence in the early 1990s to building one of the most respected specialty coffee companies in the world, his path mirrors the rise of a new coffee culture in an emerging region.
In this exclusive conversation with Qahwa World, Kratulis shares his story, his philosophy, and his perspective on what it truly means to produce great coffee today.
Read the full interview below.
- To start, could you briefly introduce yourself and share the story behind Huracán Coffee?
When the Soviet Union collapsed, everything changed. Lithuania became independent in 1991, just as I turned seventeen. It was a complete reset. There were no clear rules, no stable systems, only a strong sense that we had to build a country from the ground up, including its economy, institutions, and businesses.
There was chaos, many crises, very little money, and almost no legal framework. But for a young person, it also meant freedom and possibility. Many of us wanted to travel, to see the world, and at the same time take part in building something new in a country that was just taking shape.
I started working in a distribution company handling commercial coffee brands from Sweden, Austria, Poland, and Germany. My job was simple, placing products on shelves. But the deeper I got into it, the more questions I had. I began to notice that people cared about good coffee. They were looking for it.
It also connected to my personal experience. In my family, coffee had meaning. My mother suffered from migraines, and coffee helped her. At that time, truly good coffee was rare, and because of that, its value felt higher than it does today. When something good appeared, people noticed. I kept seeing this pattern. People appreciated quality, even if they did not always have the words to describe it.
Then one day I tasted freshly roasted coffee for the first time. It was presented by a Polish entrepreneur selling drum roasting machines. That moment changed everything for me. I bought a roaster.
At that time, there was no concept of specialty coffee as we understand it today. There was no internet as we know it, no structured information, and I had no awareness of the specialty coffee movement until 2004.
In 2004, I attended an exhibition in Athens, where I met key figures from what was then the Specialty Coffee Association of Europe. That experience gave me a completely new perspective.
After returning to Vilnius, I opened the first dedicated specialty coffee shop in Lithuania, established a local SCA chapter, and organized the first national championship under international rules. We also sent our first national champion to the World Barista Championship in Seattle. That was how the Baltic region began connecting with the global specialty coffee community.
A major turning point in my career came in 2005, when I was invited to judge at the Cup of Excellence in Nicaragua. That was my first visit to a coffee origin. There, I met many of the people who shaped the specialty coffee movement. It was also my first time sitting at a Cup of Excellence cupping table. Since then, I have served as a judge in competitions in nearly every producing country that participates in the program.
- How did you feel when you heard you had won World’s Best Coffee Roaster?
It is hard to put into words. Even if we had received silver or bronze, the feeling would have been very strong. But when you are ranked number one, you begin to reflect and look for the reasons behind it.
Looking back now, it is clear that this did not happen by chance. The result follows the work. But in that moment, the only thought was that you are simply lucky to be there.
When we received a bronze medal in the filter category in Europe and qualified for the final, we already celebrated it as the highest point in our journey. Going into the world final, we did not expect this kind of recognition, especially considering the level of markets like the United States, Canada, the United Kingdom, and Scandinavia.
Today, access to great coffee is relatively equal. Roasters can find and buy exceptional lots, visit producers, and operate within well-established logistics. We all see each other’s work.
The difference lies in the market itself. In more developed markets, demand for quality is stronger and more consistent. People can pursue quality without compromise, and good coffee becomes part of everyday life.
In my local market, I am still shaped by a less mature consumer. Expectations are different, and that naturally defines certain limits.
- What do you think made the biggest difference in this competition?
We received a strong number of medals across different categories and subcategories, close to a fifth of all awards. That range made a difference.
Beyond filter coffee, which we understand well, we also have long experience preparing roasts for milk-based drinks. We have had six national barista champions come through our team.
In areas like omni roasting, which is not something we do every day, it was a new challenge. Still, we performed well and received recognition.
Timing also played a role. It was a moment when many of our carefully sourced lots had just arrived. Every year, we make a point of buying something special, competition-level coffees. This allowed us to present strong coffees across many categories.
We prepared seriously. We had a plan for what to present, when to roast, and how to approach the competition.
We did not expect to win. But we knew how to present ourselves with respect at the highest level.
- How would you describe your approach to roasting in simple terms?
We believe roasting should be adapted to purpose.
For milk-based drinks, we adjust the coffee to work well with milk. For filter coffee, we roast light so the coffee can express its natural character, including origin and variety.
Espresso is different. We prefer sweetness and balance, with more roundness in the cup, not just strong acidity. Our style sits somewhere between Italian and Scandinavian approaches.
Acidity is important, but we do not push it to the front. We value origin, freshness, precision, and preparation. At the same time, we do not follow trends blindly.
- How important are your relationships with coffee farmers?
They are very important.
It is always a special feeling to know that a farmer is waiting for your order, expecting your visit, and welcoming you.
These relationships take years to build. It is about understanding each other. In the end, what a farmer chooses to sell you becomes how that country is experienced in your market.
For example, we have worked with the Pacas family in El Salvador since 2008. It is not only about rare varieties, but also about everyday coffees that truly represent a country.
I try to visit producing countries regularly to see progress and changes.
- What is your view on blind tasting competitions?
From my perspective, they can reflect quality if the system is well structured.
Consistency, standardized preparation, and experienced judges are essential. These factors allow for objective evaluation.
I still consider Cup of Excellence the most advanced system. At the same time, Global Coffee Awards offers something valuable by comparing coffees from different countries without bias.
- What does this win mean for the Baltic region?
It is a significant result for our region.
Our customers are part of this achievement. They trusted us for many years. I hope it gives confidence to other roasters.
At the same time, the market is still developing. Awareness and consistency are improving, but there is still a gap compared to more mature markets.
- What are your plans after this win?
This result confirmed that what we do resonates globally.
We will continue focusing on coffee. We have expanded into products like cold brew concentrate and specialty instant coffee, as well as collaborations with other industries.
Looking ahead, I would like to be more present in the Arab coffee scene. I believe we have something meaningful to contribute there.
- What advice would you give to roasters who want to reach this level?
Do not focus too much on others. Follow your own path.
Take part and do not let fear of losing stop you. Many strong players never even try.
This interview reflects a journey built over decades, shaped by curiosity, persistence, and a deep respect for coffee at every stage of its value chain. Huracán Coffee’s achievement is not only a win, but a signal that the global coffee map continues to evolve, opening space for new regions and new voices.
