What Salzillo Cafes does

Salzillo tea and coffee (legally Productos Continental S.L.) is a Spanish specialty coffee and tea roaster founded in 1981 and headquartered in Alcantarilla, Murcia. The company sources, roasts, and commercializes exclusively 100% Arabica coffees alongside a curated tea and infusion portfolio, serving both individual consumers (B2C) and hospitality businesses (B2B/Horeca). It has operated as a subsidiary of the diversified Spanish food and beverage group Grupo Reina since 2018 and is led under group president Alfonso López Rueda.

Core production is built around an artisan fire-flame roasting method (tueste artesanal con llama de fuego) using a microperforated drum, with coffee roasted daily and packaged fresh in whole bean or grind-specific formats. The product catalog spans single-origin specialty coffees with denomination of origin (Colombia Supremo, Ethiopia Sidamo, Kenya Masai AA, Jamaica Blue Mountain, Papua New Guinea, Nicaragua Caracolillo), gourmet blends (Barrocco, Maracaná, Imperial, Ecológico, El Camino), decaffeinated variants, compostable plant-based capsules, premium loose-leaf teas (Earl Grey, Darjeeling First Flush, Pai-mu-tan), and accessories such as home coffee makers and Volta flavoring syrups. The technical base is conventional craft-roasting rather than automated industrial production, and no proprietary software, AI, or digital platform features are disclosed.

The business generates revenue across three primary channels. First, a direct-to-consumer e-commerce store at cafes-salzillo.es with worldwide shipping and free domestic shipping over €100 on 48-hour delivery. Second, a retail footprint of six boutiques across Spain — three in Murcia (including a Club del Gourmet concession inside El Corte Inglés and a Centro Comercial Thader location), one in Alicante's Mercado Central, and one in Vigo. Third, a dedicated Professional/Horeca channel supplying coffee, professional espresso machines, and maintenance services to hotels, restaurants, and cafés. Two additional monetization layers sit on top: the Escuela del Café barista training program and the newly inaugurated Centro de Interpretación del Café (May 2026), an integrated roastery, training, retail, and visitor-experience facility designed by Clavel Arquitectos. Pricing is unit-based with no subscription model, no disclosed enterprise volume pricing, and no recurring SaaS-style layer.

Name

Salzillo Cafes

Legal name

PRODUCTOS CONTINENTAL S.L.

Website

https://cafes-salzillo.es

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

Salzillo tea and coffee is a Spanish specialty coffee and tea company founded in 1981 that roasts 100% Arabica coffees using artisan fire-flame methods and sells them via DTC e-commerce, six Spanish boutiques, and a professional Horeca channel.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (311920), Other Specialty Food Retailers (44529)

SIC

Beverages (2080)

akta.pro primary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

akta.pro secondary industries

Coffee, Tea & Cocoa Beverage Wholesale (AFAIAGAD), Single-Serve Coffee (Pods, Capsules) (CRADAHAH), Beverage Service (Coffee/Tea/Juice) & Refreshment Stations (HSACAGAJ)

Keywords

• Specialty coffee roasting
• Arabica coffee blends
• Tea and infusions
• Barista training services
• Horeca coffee supply

Headquarters

HQ city

Murcia

HQ country

Spain

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Retail Product Sales (B2C): Direct-to-consumer sale of roasted coffee (whole bean and ground), tea and infusions, capsules, and accessories through the online store and physical boutiques. Products are sold in standard unit sizes (250g, 125g, etc.) at fixed per-unit prices.
2. Professional / Horeca Channel: Supply of coffee products and high-precision professional coffee machines to hotels, restaurants, cafes, and other hospitality businesses. Includes periodic machine maintenance and calibration services.
3. Coffee School (Escuela del Café): Professional barista training and education programs conducted at the company's training facilities. Courses cover coffee preparation, latte art, and barista skills.
4. Coffee Interpretation Center Experiences: The new Centro de Interpretación del Café offers guided tours of roasting facilities, coffee culture workshops, and tasting experiences, creating an additional experiential revenue stream for the company.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Salzillo Tea and Coffee (Productos Continental S.L.) roasts and sells 100% Arabica specialty coffees—including single-origin denomination-of-origin coffees, gourmet blends, decaffeinated varieties, and compostable capsules—alongside teas, infusions, coffee makers, and flavoring syrups. Distribution combines a direct-to-consumer e-commerce store (cafes-salzillo.es) and owned retail boutiques with a dedicated Horeca/professional channel supplying coffee, equipment, and maintenance services to hospitality businesses, complemented by a Coffee School and Coffee Interpretation Center.

Product overview

Salzillo Tea and Coffee is a specialty coffee and tea company that roasts and commercializes 100% Arabica coffees and teas for both retail consumers and professional HORECA businesses. The company was founded in 1981 and operates primarily in Spain. Their core product portfolio includes specialty single-origin coffees with denomination of origin (Colombia Supremo, Etiopía Sidamo, Kenia Masai AA, Jamaica Blue Mountain, Papua Nueva Guinea, Nicaragua Caracolillo), gourmet blends (Barrocco, Maracaná, Imperial, Ecológico, El Camino), decaffeinated coffees, and a comprehensive range of teas and infusions (black teas, pure origin teas, flower and fruit teas, traditional blends, organic teas, Rooibos, Mate). Supporting products include coffee capsules (including compostable options), coffee makers, Volta syrups and sauces, and professional equipment. The company also operates a Coffee School for barista training, offers an e-commerce platform (cafes-salzillo.es), and maintains physical boutique stores throughout Spain.

Differentiator

Problem solved

Functional benefit

Products and services

• Cafés de Especialidad con Denominación de Origen (Origin Specialty Coffees) Single-origin specialty coffees with denomination of origin, including Café Colombia Supremo, Café Etiopía Sidamo, Café Kenia Masai AA, Café Jamaica Blue Mountain, Café Papua Nueva Guinea, and Café Nicaragua Caracolillo, sold in 250g whole bean or ground formats for home preparation.
• Blends Gourmet de Cafés de Especialidad Artisanal blend combinations of specialty coffees, including Café Barrocco (€8.25), Café Maracaná (€9.20), Café Imperial (€7.25), Café Ecológico (€7.15), and Café El Camino (€8.55), each sold in 250g whole bean or ground formats.
• Cafés Descafeinados (Decaffeinated Coffees) Decaffeinated specialty coffees using a water-based decaffeination process, including Café Colombia Supremo Descafeinado (€6.55) and Café Ecológico Descafeinado (€8.70), sold in 250g whole bean or ground formats for consumers seeking decaf options.
• Cápsulas (Compostable Coffee Capsules) Coffee capsules for capsule-compatible home machines, including Cápsulas de ecológico (€4.05 per unit), an environmentally sustainable plant-based compostable format filled with 100% Arabica specialty coffee.
• Tés e Infusiones (Teas and Infusions) A complete tea and infusion range including pure-origin teas (e.g., Darjeeling First Flush €15.95), black teas (Earl Grey €5.81, English Afternoon €6.53), white tea (Pai-mu-tan €6.94), flower and fruit teas, traditional blends, organic teas, decaffeinated teas, Rooibos, and Mate, sold in 125g bags and comparable formats.
• Volta Saborizantes y Salsas (Flavoring Syrups and Sauces) Flavoring syrups, sauces, and latte products used to customize coffee preparation, sold under the Volta brand through the company's online store and boutiques.
• Cafeteras (Coffee Makers) Coffee brewing equipment for home use, sold alongside Salzillo's coffee products to enable at-home preparation across formats including capsule machines.
• Escuela del Café (Coffee School) Professional barista training and coffee education programs covering coffee preparation techniques, latte art, and barista skills, conducted at the company's training facilities for both individual customers and hospitality professionals.
• Profesional / Horeca Supply and Equipment Service Dedicated B2B supply channel providing 100% Arabica coffee products, high-precision professional coffee machines, and periodic maintenance/calibration services to hotels, restaurants, cafes, and catering businesses in Spain, with individually negotiated pricing.
• Madremonte Fresh Coffee Drink Fresh dairy and coffee beverage under the Madremonte brand, made with artisan-roasted Arabica coffee and espresso infusion with minimal processing, offered in three versions: Americano, con leche (with milk), and Moka, produced through a JV between AMC Natural Drinks, Grupo Reina, and Salzillo.
• Café Cultivado por Mujeres 100% Arabica specialty coffee from the Tarrazú region of Costa Rica, sourced from women producers via the CoopeTarrazú cooperative, featuring notes of cherry, caramel, and vanilla, packaged in standard 250g whole bean or ground formats.
• Café CAPITAL Blend Special-edition gourmet blend created for the Region of Murcia as Spanish Gastronomy Capital 2020, blended from coffees sourced from leading global plantations and launched at Madrid Fusión 2020.
• Centro de Interpretación del Café — Guided Tours, Workshops, and Tasting Experiences Immersive visitor experience at the Alcantarilla headquarters offering guided roastery tours, coffee culture workshops, and tasting experiences, paired with access to a coffee history exhibition, available by booking for individuals and small groups.

Quantifiable outcome

• Guinness World Record: ~10,000 coffees served in a single day, surpassing previous record of 5,300
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Clavel ArquitectosminorStrategic or Co-development Partner · 27 May 2026Clavel Arquitectos designed and constructed the new Salzillo Coffee Interpretation Center in Alcantarilla. The 10,000+ sqm facility was designed with an innovative architectural and operational concept, integrating a working production center with a visitor experience, training facilities, and retail space. The design prioritizes open-plan areas, sustainable construction criteria, and employee/customer wellbeing.
• CoopeTarrazú (Costa Rica)minorStrategic or Co-development PartnerCoopeTarrazú is a Costa Rican coffee cooperative supplying the 'Café Cultivado por Mujeres' product — a 100% Arabica coffee sourced from women producers committed to personal and professional growth. The partnership highlights gender-inclusive sourcing and premium single-origin quality from the Tarrazú region.
• AMC Natural Drinks / Natural Dairy Drinks JVminorStrategic or Co-development PartnerJoint venture between AMC Natural Drinks, Reina Group, and Salzillo Tea and Coffee to produce and commercialize premium dairy and coffee beverages under the Madremonte brand — the first coffee product in the market always made with fresh Arabica coffee, artisan roasted and espresso-infused, with minimal processing. Available in American, with milk, and moka versions.
• Región de Murcia Gastronómica CongresscoreStrategic or Co-development PartnerAnnual gastronomic congress where Salzillo hosts its barista competition and latte art contest, presents new products, and engages with hospitality professionals. Salzillo has participated for multiple years (IX, XII, XIII editions) with 500+ sqm terrace installations including an 'Escuela Bus' and product presentation spaces.
• Grupo Reina (Reina Group)coreOthersSalzillo Tea and Coffee has been part of Reina Group (led by President Alfonso López Rueda) since 2018. The group provides corporate backing, shared distribution synergies (e.g., joint presence at Alimentaria with Reina Group), and capital for growth initiatives including the new Coffee Interpretation Center.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Stumptown Coffee Roasters: US specialty coffee roaster with DTC, Horeca, and own-café channels, plus subscription services. Comparable to Salzillo on direct-trade single-origin sourcing, Horeca supply, and barista training focus.
• Blue Bottle Coffee: US-origin specialty coffee roaster and boutique café chain with subscription DTC channel. Comparable to Salzillo on third-wave positioning, freshly roasted specialty coffee, and educational café experience, though operating at substantially larger scale.
• % Arabica: Specialty coffee brand originating in Japan with global boutique retail expansion focused on single-origin pour-over and design-led stores. Comparable to Salzillo on premium positioning, store-as-experience model, and curated single-origin portfolio.
• Counter Culture Coffee: US specialty coffee roaster with strong training/education program (Counter Culture Coffee Education Center). Closely comparable to Salzillo on third-wave single-origin positioning, sustainability messaging, and emphasis on barista/professional education.

Broad incumbents

• Nespresso: Global capsule coffee brand under Nestlé with strong premium DTC and B2B presence. Comparable to Salzillo on capsule product line, sustainability messaging, and B2B Horeca (Nespresso Professional) channel.
• Starbucks Reserve: Starbucks' specialty/Roastery sub-brand featuring small-lot single-origin coffees, Roastery tour experiences, and barista training (Reserve Academy). Directly comparable to Salzillo on premium single-origin education and immersive roastery experience (Centro de Interpretación del Café).
• illy: Italian premium espresso roaster with strong Horeca, retail, and capsule (iperEspresso) presence. Comparable to Salzillo on premium 100% Arabica positioning, university-style training (Università del Caffè), and specialty education programs.
• Lavazza: Italian coffee incumbent with global retail, foodservice, and capsule (A Modo Mio) operations. Comparable to Salzillo on coffee roasting/processing and capsule product line, but vastly broader scale and geography.
• Segafredo Zanetti: Italian espresso roaster with extensive Horeca and own-retail network worldwide. Comparable to Salzillo on espresso-led Horeca supply, equipment servicing, and coffee shop partnerships.

Direct peers

• Cafés Baqué: Spanish specialty coffee roaster founded in the Basque Country with multi-channel DTC, retail, and Horeca distribution. Highly comparable to Salzillo on geography, channel mix (DTC + retail + B2B), and 100% Arabica positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/cafes_salzillo
• Facebookfacebook.com/salzillo.tea.coffee
• LinkedInlinkedin.com/company/salzillo-tea-and-coffee

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Salzillo Cafes