Packing Coffee with His Dad Was Just the Beginning—Now, Luca Croce is a Two-Time UK Champion

For some, coffee is a morning ritual to wake up the senses. But for Luca Croce, finalis Wolrd Brewers Cup 2023 and United Kingdom Brewers Cup Champion 2023-2024 it’s much more than that—it’s a deep-rooted connection to family, culture, and personal growth. 

HUDES | Worlwide Digital Magazine for Manual Coffee Brewers

Luca Croce’s love for coffee started long before he even knew it. His dad was a coffee roaster, and on weekends, Luca would help pack orders to earn a bit of pocket money. At the time, it just felt like a fun way to spend time together, but looking back, he sees how much those moments shaped him. What started as a simple weekend routine turned into some of his fondest memories—and, without realizing it, the beginning of his journey in coffee.

Luca Croce from United Kingdom | photo by Goldbox Roastery/Luca doc.

HUDES: Luca, thanks for taking the time to chat with us! Let’s start with something a bit more personal—thinking back to your childhood, can you remember a specific moment or memory involving coffee that really stuck with you? Maybe something sweet or special that made you realize there was something magical about coffee, even before you knew it would become such a big part of your life?

Luca Croce: My first early memory of coffee that stuck with me is going to my grandad’s house for dinner with my family. 

After every meal, we would have a biscotti and an espresso, always with at least three sugars. 

This was a tradition for my family, and these moments were super special because they brought us all together. That’s when I realized how special coffee can be—it’s not just about the drink, but the connection it creates.

HUDES: After winning the UK Brewers Cup 2023 and 2024, there must have been some really memorable moments. What would you say was the most impactful part of your journey in the coffee world?

Luca Croce: The most impactful part for me has been meeting my coffee idols at events. I used to watch their routines for inspiration, and then I actually got to meet people like Matt Winton, Chad Wang, and Sierra. 

Watching their presentations helped me grow, and now I can call them my friends. That experience pushed me forward, making me want to become a better brewer and coffee professional.

HUDES: For you, what does coffee really mean? Is it more than just a drink? Does it hold a deeper meaning in your life?

Luca Croce: Coffee holds a deep part in my life because, as I’ve mentioned, it’s part of my family heritage. 

Coffee brings people together, and as crazy as it sounds, I truly believe we can build strong connections over a cup of coffee. I love everything about it.

HUDES: Have you ever had a moment while brewing coffee or competing when you thought, “This is a real challenge”? What would you say has been the hardest part—whether technically or mentally?

Luca Croce: Definitely. I’ve had plenty of moments where I thought, "This is really hard." The biggest challenge for me was getting on stage and speaking publicly in front of a crowd. It’s a lot to take in, especially if you’re not used to it. 

My best advice is to practice in front of your family, friends—literally anyone—because it helps build confidence. The more you do it, the better you get. And honestly, I’m still working on mastering my nerves.

HUDES: Talking about your journey to becoming a champion, could you share a bit about how you learned and trained to get where you are today? Is there a specific method or habit that you stick to in your practice?

Luca Croce: I learned by practicing for hours every day—watching videos, studying extraction, and testing different brewing methods to calibrate my palate. A key habit I’ve developed is doing one 45-minute compulsory practice session every day. This keeps me in the routine of performing under pressure and helps me quickly adapt if something goes wrong.

HUDES: Have there been any moments of failure or major challenges that made you question yourself, but ultimately ended up being the things that made you stronger?

Luca Croce: The biggest failure so far was the World Brewers Cup in Chicago. I worked so hard for that competition, but of course, so did everyone else. 

It was tough, but I realized I couldn’t let it hold me back. Instead, I used it as a learning experience. Now, I’m trying new things and pushing myself to become a better brewer. That setback made me stronger.

HUDES: Coffee culture in the UK, clearly, it’s played a part in your growth. What do you think makes British coffee culture so supportive of your journey?

Luca Croce: British coffee culture is amazing—everyone is so supportive and genuinely nice. The community just wants to see each other succeed. When I go to coffee events, I can ask anyone if they have a bag of coffee I can practice with, and people always say yes. 

A huge help for me has been Lucid Coffee Roastery in Ireland—Stephen has supported me a lot with practice coffee. Super cool guy!

HUDES: As a champion, you must have a unique perspective on how competitions like WBrC can evolve. What are your thoughts or criticisms about how WBrC has been run so far? And what would you hope for in future editions?

Luca Croce: I think WBrC competitions are very well organized and run smoothly. If I had to give one piece of criticism, it would be that sometimes the rules and guidelines are a bit complicated. It would help if they were written in a more concise and straightforward way. Other than that, I think it’s great that people have the opportunity to volunteer—it’s a fantastic way to learn and connect with others in the community.

HUDES: Any tips or philosophies you’d like to share with people just getting started in the coffee world? What’s one thing they should focus on to keep growing?

Luca Croce: My biggest tip is—don’t be afraid to step out of your comfort zone. Try new brewing methods, experiment with different recipes, and keep learning. Growth comes from exploration and experience.

HUDES: And finally, if you don’t mind getting a bit personal—what’s something about you that people might not know, but could actually tie into your love for coffee?

Luca Croce: My dad was a coffee roaster many years ago. On weekends, I would help him pack coffee orders to earn a little pocket money. That’s one of my most memorable experiences because it gave us more time together, and looking back, I think it played a big role in shaping my passion for coffee.