James Alexander Hoffmann (born in Stafford, England in 1979/1980) is an English barista, YouTuber, entrepreneur, coffee consultant, and author. He gained prominence after winning the 2007 World Barista Championship in Tokyo. Hoffmann is widely regarded as a pioneer of Britain's third-wave coffee movement.
Hoffmann is the co-founder of Square Mile Coffee Roasters, a London-based specialty coffee company. He is also the author of "The World Atlas of Coffee," a commercially and critically successful book exploring coffee history, varieties, and preparation. In addition to his entrepreneurial and literary endeavors, Hoffmann has amassed a significant following on YouTube, where he discusses the specialty coffee industry, reviews coffee equipment, and evaluates brewing methods. As of 2025, his YouTube channel has over 2.3 million subscribers. In March 2025, Hoffmann won the Sprudge Ultimate Coffee Bracket Challenge. In February 2026, there were talks about Hoffmann appearing on the main stage at the Bristol Coffee Festival in September if enough early bird tickets were sold.