Johann Jacobs opened a coffee and tea shop in Bremen, Germany, in 1895. There, he began roasting his own coffee, enabling him “to treat each variety according to its character and the structure of the beans, thus giving my coffee its own special taste.” The brand’s flagship blend of coffee, Krönung, is marketed as Monarch in Austria and Russia. Jacobs Krönung/Monarch is positioned as having the best aroma, which is the most meaningful characteristic of coffee for many consumers.

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