A Scratch & Win: Julius Meinl Brews Up a Surprise for International Coffee Day 2025
September 29 - 2025
Coffee Geography Magazine
D.L. Gemeda
This International Coffee Day, the aroma of coffee will be mingled with the sound of scratching and the thrill of anticipation. Julius Meinl, the iconic Viennese coffee roaster, is infusing the global celebration with a dose of nostalgic joy. On October 1st, 2025, the company will launch a special "Scratch & Win" campaign, offering customers at participating cafés a chance to win a free coffee on the spot with every purchase.
The initiative is designed to amplify the core of what the 163-year-old brand believes coffee represents: a cherished pause in our daily lives.
"For us, coffee is more than a drink; it's a ritual," explained Christina Meinl, a 5th generation family member and the voice behind the campaign. "There's something uniquely nostalgic and joyful about scratch cards. That moment of anticipation, the hope, the tiny thrill… it's a small gesture that brings a smile, and perfectly captures the spirit of Julius Meinl."
Christina Meinl, Managing Director ·Julius Meinl Austria
The campaign encourages coffee lovers to see their daily cup not just as a caffeine fix, but as a potential "me-moment" of quiet reflection or a warm "we-moment" of connection, now with an added layer of surprise.
To understand this deep-seated philosophy, one must look back to the very foundation of Julius Meinl in 1862. The story begins not in a grand coffee house, but in a small grocery store in the heart of Vienna.
The founder, a young Julius Meinl I, was an astute businessman who recognized a significant, and rather bitter, problem of his time.
In the mid-19th century, Viennese households purchased their coffee as raw, green beans from grocers. The roasting process was a cumbersome and often imperfect affair done at home in a pan, frequently resulting in uneven, smoky, and acrid-tasting coffee. The rich, aromatic brew that is associated with Vienna today was largely confined to the city's famed coffee houses, which had the specialized equipment and skill to roast properly.
Julius Meinl I had a revolutionary idea: what if he could bring the quality of the coffee house into every Viennese home? He invested in an industrial coffee roaster, a novel piece of technology at the time, and began selling pre-roasted coffee beans.
This was a seismic shift. For the first time, the average Viennese citizen could enjoy a consistently high-quality, aromatic cup of coffee without specialized knowledge or equipment. Meinl didn't just sell a product; he sold convenience, quality, and an experience. The company's famous logo—the head of a Moorish boy with a single feathered earring, known as the "Meinl-Mohr"—became a trusted symbol of this new standard in coffee.
This dedication to quality and innovation propelled the company forward. As the 20th century dawned, Julius Meinl expanded from a grocery supplier to a purveyor to the city's most esteemed coffee houses, cementing its status as an integral thread in the fabric of Viennese culture. The brand became synonymous with the "Wiener Melange," the classic Viennese coffee preparation, and the elegant, timeless atmosphere of the traditional coffee house.
Today, that legacy of quality, started by a single innovator in a Viennese grocery, continues under the stewardship of the fifth generation of the Meinl family. With over 160 years of expertise in sourcing, blending, and roasting, Julius Meinl coffees and teas are now served in over 50,000 hotels, restaurants, and coffee houses across 70 countries.
This International Coffee Day, the simple "Scratch & Win" card is more than just a promotional tool; it is a modern echo of Julius Meinl's original mission. Just as its founder sought to elevate the everyday coffee experience for Viennese families in 1862, the company today seeks to add a spark of simple, unadulterated joy to the modern ritual of the coffee break—one scratch at a time.