Our approach

Wide Awake is a contemporary roastery in Brussels. We source, roast and brew exceptional coffees. Released on 11 series and sourced through long-standing partnerships, we seek to showcase the incredible variety of specialty coffee.

Our series

Our coffees are released on our 11 series. Each has a distinct flavor profile and has 4 microlot releases per year. Together, the series offer a mixed range in taste and origin and provide guidance to our longtime customers. Each series comes with a unique graphic identity and is named after a pop culture icon we love.

Sourcing

Exceptional coffee starts with passionate producers. Over the years we built long-term relations with partners around the world. We purchase and enjoy their coffees year after year, offering stability and creating a sustainable impact. We complement our fixed annual releases with seasonal new finds.

Roastery

At the roastery, we follow a data-driven approach, focused on flavor clarity and consistency. We profile roasts for clean, expressive flavors that highlight the inherent aromatic potential. All coffees are roasted on our Loring S35, and are color-sorted post-roast. Every batch undergoes a strict quality control process based on automatic tracking of roast parameters and color measuring.

Wholesale

We’re a team of passionate professionals with deep expertise in every aspect of coffee. We work with quality-focused cafés, restaurants and offices across Europe. Our wholesale approach is built on long-term partnerships, offering tailored advice, training and equipment.