How specialty coffee is coming of age in Oman

Coffee is synonymous with Omani hospitality. From the traditional welcome of kahwa and dates to a thriving cafe culture, the sultanate’s go-to beverage is woven into everyday routines at home and elsewhere.

A new generation of connoisseurs

Today that tradition is evolving. A new generation with fresh ideas about what they drink and where they enjoy it is driving this shift. Curious, discerning and quality-conscious, these coffee lovers are seeking out specialty brews in new kinds of spaces.

They are also keen to discover more about the coffee industry, unafraid to ask questions across the spectrum, spanning beans, grinders and even water composition. “The culture is changing, and people are starting to connect with what makes a coffee special,” said Hamed Al Balushi, chief executive of Jaleed and EL CAFE.

Coffee with a story to tell

For a growing number of consumers, it is not just how coffee is made that matters, but where it comes from. Increasingly, they want a coffee that can be traced to a single source. Knowing it is the product of direct relationships with the farmers who grow it has become critical.

Behind the growing demand for provenance lies a supply chain that Omani operators now take seriously. These key connections span the pressures facing the crop at source, through ethical sourcing, to the roasting expertise that shapes the final cup. The result is a product valued less as a commodity and more as something crafted with care.

“Our passion comes from our roasting knowledge and the relations that we build,” said Mohammed Behlim, co-founder and CEO of Azura.

Vibrant meeting places

Oman’s vibrant coffee scene has developed in sync with its changing consumer base. Indeed, while cafe culture has existed in the sultanate for centuries, traditional meeting places now sit alongside others.

These range from independent cafes to major global names, all multiplying in recent years. Today a diverse mix can be found across the sultanate, from historic cities to coastal towns and remote villages.

For many, the appeal lies as much in the setting as the cup. This could be a traditional coffee house to unwind in or an on-trend specialty cafe offering workspace. For others, it may be a community hub ideal for meeting friends.

A craft coming into its own

Serving in those cafes is a new generation of baristas for whom coffee has become a genuine craft. From the beans they choose to the water they brew with, these professionals are young, passionate and detail-focused.

Signaling how fast that craftsmanship is maturing, the HORECA Oman barista championship gained official SCA status this year. Indeed, the standard on show has climbed dramatically, according to Lauro Fioretti of World Coffee Competitions. “In five years, the improvement has been massive,” he said. “In other markets, reaching this level took 10 to 15 years.”

That growing maturity is also evident behind the scenes. Where judges once had to be brought in from abroad, Oman now trains its own. And with more women stepping forward as baristas and roasters, the talent pool is increasingly broadening and deepening.

Room to grow

In another positive sign, Oman’s coffee scene shows little risk of saturation, despite the many new openings. Rather, industry players largely regard greater competition as an incentive to continue raising their game.

Higher standards are also delivering benefits farther afield. Omani coffee is winning recognition beyond the country’s borders, with its shops, roasters and baristas earning a name on the international stage.

Ultimately, Oman’s specialty coffee story is about far more than the number of cafes opening across the country. The expansion underway is raising the quality of what’s in the cup, meeting changing demands, creating skilled jobs and driving new industry growth.