ALRIGHTY Caretrade Coffee

What ALRIGHTY Caretrade Coffee does

ALRIGHTY Caretrade Coffee is a Munich-based specialty coffee company founded in 2023 that roasts and distributes single-origin and blended coffees under a proprietary "Caretrade" sourcing model, which sits between fair trade and direct trade and exclusively sources from "underdog farmers." The core product portfolio spans espresso, filter, crema, and decaffeinated varieties, with unit prices ranging from €7.90 to €18.90, alongside accessories such as a nut-chocolate coffee cream and gift vouchers. The company has recently expanded into matcha, signaling adjacent category experimentation.

The business operates across five distinct revenue streams: (1) direct-to-consumer e-commerce via a Shopify storefront with 14 payment integrations, (2) a recurring coffee subscription (Abo) offering 10% savings with full pause/cancel flexibility, (3) B2B coffee supply and "Care4Coffee Advisory" consulting targeting offices, hotels, gastronomy, and events, (4) on-premises café and barista courses plus roastery tours at the Munich Roastery & Coffee Shop in the Werksviertel district, and (5) accessories and merchandise. Distribution is exclusively within Germany, with no disclosed cross-border shipping.

ALRIGHTY is privately held with no institutional funding disclosed; German professional footballer Manuel Neuer is identified as Hauptgesellschafter (main shareholder), and primatologist Jane Goodall serves as Schirmherrin (patron). Both associations, alongside a 100% climate-compensated positioning and a 94% positive review rate across 192 website reviews, constitute the brand's primary intangible assets. The company employs 15 people and shows no disclosed AI/ML capabilities, with technology stack limited to standard e-commerce and payment infrastructure.

Name

ALRIGHTY Caretrade Coffee

Legal name

ALRIGHTY Caretrade Coffee

Website

https://alrighty.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

ALRIGHTY Caretrade Coffee is a Munich-based specialty coffee roaster founded in 2023 that sells ethically sourced single-origin and blended coffees direct-to-consumer, via subscription, to B2B clients, and through a physical roastery-cafe with barista courses.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192), Restaurants and Other Eating Places (72251), Other Specialty Food Retailers (44529)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Retail-Eating & Drinking Places (5810), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Coffee, Tea & Cacao Experiences (Roastery Tours, Tastings) (THAJAGAH), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Specialty coffee roasting
• Coffee bean subscription
• B2B coffee supply
• Specialty coffee retail
• Barista training courses

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Coffee Sales (E-commerce): Direct-to-consumer sale of roasted coffee beans through the online shop. Products span espresso roasts, filter coffees, crema roasts, and decaf options at price points between €7.90 and €18.90 per unit.
2. Coffee Subscription (Abo): Recurring subscription model delivering coffee automatically on a schedule. Subscribers receive a 10% discount, with the ability to adjust, pause, or cancel at any time. Generates predictable recurring revenue.
3. B2B Coffee Supply: Supply of coffee beans and advisory services to businesses including offices, hotels, gastronomy, and events. Includes coffee supply, equipment advisory, and 'Care4Coffee Advisory' consulting services.
4. In-Person Events & Training: Revenue from barista courses (including latte art) and roastery tours with roasting and tasting experiences, offered at the Munich Roastery & Coffee Shop location.
5. Café / On-Premises: The Roastery & Coffee Shop in Munich operates as a retail café serving beverages on-premises, generating walk-in revenue.
6. Accessories & Merchandise: Sale of coffee accessories and merchandise, including the Nuss-Schoko coffee cream and gift vouchers.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

ALRIGHTY Caretrade Coffee roasts and sells specialty-grade coffee beans (espresso, filter, crema, decaf) sourced from underdog farmers via its proprietary Caretrade model. Offerings are sold direct-to-consumer through an e-commerce storefront and subscription (Kaffee im Abo), through a physical Roastery & Coffee Shop in Munich, and through B2B coffee supply plus Care4Coffee Advisory for offices, hotels, gastronomy, and events. The company also runs barista courses and roastery tours as paid experiences.

Product overview

ALRIGHTY Caretrade Coffee is a specialty coffee company operating as a unified product portfolio centered on CARETrade-certified coffee beans. The core offering consists of single-origin and blended coffees across espresso, filter, and crema categories (Easy Espresso, True Crema, Pure Filter, Rad Race Espresso, Free Decaf, and single-origins from Colombia, Ethiopia, and Tanzania), complemented by a coffee subscription service (Kaffee im Abo) offering 10% savings. The company also operates a physical roastery and coffee shop in Munich, provides B2B coffee supply services for businesses, hotels, and events, and offers barista training courses. Specialty-grade beans are sourced from underdog farmers with climate compensation, positioned as sustainable and fair trade alternatives.

Differentiator

Problem solved

Functional benefit

Brands

• Rad Race Espresso: A specialty espresso product line offered by ALRIGHTY.
• House Blends

Products and services

• Easy Espresso Bestseller specialty espresso roast (Röstgrad 4) with caramel, cocoa, and chocolate flavor notes; priced from €9.50. Targeted at home espresso drinkers using Siebträger, Vollautomaten, and other espresso-prep methods.
• Kolumbien | Quindío | La Cristalina Decaf Espresso Single-origin decaffeinated espresso from Colombia, Quindío region, La Cristalina farm, with nut, caramel, and dark chocolate flavor notes (Röstgrad 3). Priced from €10.90; aimed at decaf specialty drinkers.
• Rad Race Espresso Specialty espresso collaboration product (Röstgrad 4) with caramel, cocoa, and chocolate notes; priced from €18.90. Featured as a new release on the site.
• Free Decaf Decaffeinated filter coffee (Röstgrad 3) with chocolate, malt, and citrus notes; rated 5.0/5. Priced from €9.50; positioned as a full-flavor decaf option.
• True Crema Crema-style coffee with nut, dark berry, and citrus notes, designed for optimal crema formation. Rated 4.7–5.0/5.
• Pure Filter Light-roast (Röstgrad 2) filter coffee with jasmine, floral, and black tea notes; targeted at pour-over and hand filter preparation methods.
• Kolumbien | Quindío | El Girasol Espresso Single-origin espresso from Colombia, Quindío region, El Girasol farm, with caramel, dark chocolate, and lime flavor notes.
• Äthiopien | Yirgacheffe | Doko Chere Espresso Single-origin espresso from Ethiopia, Yirgacheffe region, Doko Chere farm, with kiwi, black tea, and bergamot flavor notes.
• Äthiopien | Yirgacheffe | Doko Chere Filter Single-origin filter coffee from Ethiopia, Yirgacheffe region, Doko Chere farm, with kiwi, black tea, and bergamot flavor notes; intended for pour-over preparation.
• Tanzania | Ngorongoro Region Single-origin coffee from Tanzania's Ngorongoro region with caramel, almond, and dried fruit flavor notes.
• Kolumbien | Geisha | Santa Teresa Premium Geisha-varietal single-origin filter coffee from Colombia, Huila region, Santa Teresa farm, with banana, orange, and rum flavor notes.
• Nuss-Schoko-Kaffeecreme Nut and chocolate flavored coffee cream accessory for flavoring coffee beverages; priced from €7.90.
• Barista Kurs inkl. Latte Art In-person barista training course including latte art instruction held at the Munich Roastery; priced from €139.90 per participant. Designed for home and aspiring baristas.
• Röstereiführung (Roastery Tour) Educational roastery tour including hands-on roasting and tasting experience at the ALRIGHTY Munich facility.
• Kaffee im Abo (Coffee Subscription) Recurring coffee subscription delivering chosen coffee products on a customizable schedule; 10% discount versus one-time purchase, fully adjustable, pausable, and cancellable at any time.
• ALRIGHTY Roastery & Coffee Shop Physical café and roastery located at Speicherstraße 28, Werk 13, Werksviertel, 81671 München; open Mon–Fri 08:00–18:00 and weekends/holidays 09:00–18:00. Serves beverages on-premises and sells packaged coffee.
• B2B Kaffeeversorgung (B2B Coffee Supply) Business coffee supply service for enterprises, hotels, gastronomy venues, and events, including tailored coffee supply, Care4Coffee Advisory consulting, and equipment advisory.

Quantifiable outcome

• 94% positive reviews (181 of 192 reviews rated 4 or 5 stars)
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Five Elephant Coffee: Berlin specialty roaster combining cafe, wholesale, and DTC. Comparable premium specialty positioning with cafe-led brand-building model.
• Coffee Circle: Berlin-based German specialty coffee DTC brand with e-commerce, subscription, B2B, and cafe operations. Closest direct competitor — same geography, same product mix, and same multi-channel GTM.
• Bonanza Coffee Roasters: Berlin specialty roaster with cafes, wholesale, and barista training. Comparable in roastery-cafe + education model and direct trade sourcing story, with larger scale and longer operating history.
• Square Roots Coffee Roasters: German specialty roaster with DTC, subscription, and B2B channels. Closely comparable in multi-channel DTC plus B2B subscription model in the German market.
• The Barn Coffee Roasters: Berlin specialty roaster with cafe, wholesale, and DTC subscription. Comparable premium single-origin positioning and roastery-cafe format, but with broader international wholesale reach.

Broad incumbents

• Stumptown Coffee Roasters: Established US specialty roaster with cafe, wholesale, and DTC. Wider portfolio and larger scale, but a useful benchmark for premium specialty roastery-cafe and DTC execution at scale.
• Counter Culture Coffee: US specialty roaster with strong sustainability and direct-trade credentials. Comparable ethical-sourcing narrative and education-focused B2B sales motion.
• Blue Bottle Coffee: US-origin specialty roaster with cafe network, DTC, and subscription. Iconic benchmark for the specialty cafe + DTC + subscription model that ALRIGHTY is building toward.
• Nespresso: Global premium coffee brand with subscription and B2B penetration. Represents the dominant scale competitor in subscription and premium coffee delivery that ALRIGHTY's subscription model must differentiate against.
• Lavazza: Global Italian coffee incumbent with broad retail, foodservice, and B2B presence. Useful scale benchmark for the B2B office/hotel/gastronomy supply channel ALRIGHTY is targeting.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• Instagraminstagram.com/alrighty.coffee
• LinkedInlinkedin.com/company/care4coffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ALRIGHTY Caretrade Coffee