Ali Perception Speciality Coffee Roaster Brixton London

How was the Roastery founded, what was the inspiration?

I founded Perception Coffee in 2019, and what inspired me was the fact that I had run a coffee shop for 5 years and being deeply intrigued by the different notes and flavour profiles coffee had to offer. After feeling like I had peaked and reach a level of contentment as a barista, it felt like a natural progression to go on and roast coffee.

I would frequent different roasteries and see how different each person's approach was to coffee. As soon as I experienced roasting for the first time, I knew that this is what I wanted to do.

I have used a number of places to roast coffee as a a slot roaster and have had large amounts of positive feedback and I am rapidly outgrowing the venues I slot roast at... so I am in the process of looking for a place of my own as the demand has been so high.

What's your favourite part about working at the Roastery?

I love working with and profiling all the different coffee that comes through the roastery.

What's your proudest accomplishment?

What initially comes to mind is working with a cold brew manufacturer in Brunei, who used my roasted beans.

What three words best describe your Roastery?

Luminous - Rapturous - Serene

What’s your favourite place to enjoy a coffee, and what coffee would that be?

I think I'd have to say in our London coffee shop, Balance sw9 in Brixton. 

Finally, what Dog & Hat combination would you choose?

Staffordshire bull terrier in a baseball cap.