Discover how the Sorel brand is transforming the coffee culture in Kazakhstan. The benefits of fresh roasting, the bean's journey, and why local products are the choice of gourmets.
The coffee world has entered an era of mindfulness. Consumers no longer want to drink coffee that has sat in warehouses for months after being roasted overseas. The Sorel project cultivates coffee culture by focusing on freshness and artisanal expertise.
Peak Flavor Profile: Coffee reaches its aromatic peak within the first 2–4 weeks post-roasting. Local production ensures the beans reach the cup at their best.
Custom Roasting: At Sorel, we develop unique roasting profiles for each variety to satisfy the sophisticated palates of our clients.
Sustainability: By roasting locally in Almaty, we reduce the carbon footprint and support the regional economy, aligning with VAL Group's mission.
For us, coffee is not just a caffeine boost; it is a complex gastronomic experience. By promoting local roasting, we are building a community of enthusiasts who value quality and origin above all else.