Brewed for success: The First Press coffee story
Starting a business can often be a mix of passion, circumstance, and a leap of faith. For Jimmy Elias, co-founder of First Press Coffee, it all began with a long black in the lush hills of Colombia and culminated in the creation of one of Australia’s fastest-growing cold-drip coffee brands.
Inspiration at First Press
The seed for First Press Coffee was planted during Jimmy’s travels in Salento, Colombia. It was here that he experienced a cup of coffee that left a lasting impression—fresh, clean, and energising. He became intrigued by how coffee quality and extraction techniques influenced flavour and sensation. This curiosity followed him on his travels to Texas, where he stumbled upon a Whole Foods stocked with cold-brew coffee.
“I loved the flavour and the fact you could drink it easily without milk or sugar,” Jimmy recalls.
Upon returning to Australia, he found himself at a crossroads. Dissatisfied with his advertising job and seeking a new direction, Jimmy took the plunge. “I needed a push. My contract wasn’t renewed, and I treated it as a sign that it was now or never to start a business,” he says.
With a glass of wine in hand, Jimmy pitched the idea of starting a cold-drip coffee business to his friend Hamish. Though initially hesitant, Hamish was soon on board. The next day, after running the numbers (admittedly inflated), the duo decided to give it a shot.
First Press: From friends to founders
Starting a business with a friend is a bold move, and Jimmy and Hamish’s friendship was no exception. The two, who met in a bar during their hedonistic early 20s, had never considered going into business together until that fateful evening on Chapel Street.
“We were lucky to have a business coach who helped us structure the business and strategy,” Jimmy explains.
However, they quickly learned that while planning is important, execution reveals each person’s strengths. “It was clear early on that I was going to sit in sales and partnerships while Hamish handled the tech innovation and finance areas,” Jimmy reflects.
Their different skill sets became a blessing, although not without its challenges.
“We have very different viewpoints, and that can lead to heated debates. But we’ve learned to clear an argument quickly before it impacts the business or our friendship”
The Cold Drip experience
At the core of First Press Coffee is the method of cold-drip extraction. Jimmy and Hamish chose cold drip over cold brew due to its clean, rich flavour and low acidity.
“We found that cold drip was cleaner on the palate and left a more pleasant feeling on the body compared to other coffee extractions,” Jimmy explains.
Unlike cold brew, where coffee is soaked in water, cold drip uses gravity to pull water through coffee grounds, a process that adds complexity but enhances the drink’s quality.
The journey from an idea to a bottle wasn’t easy. Early days involved hand-bottling 20 litres of cold-drip coffee in Jimmy’s parents’ apartment and selling it at farmers’ markets.
“It was a slow burn, but it helped us refine our product and connect with customers,” he says.
Brewing through challenges
Like many startups, First Press Coffee faced its fair share of hurdles. One of the biggest was convincing retailers to stock their products.
“The major supermarkets initially rejected us, saying no one would pay over $10 for cold-drip coffee,” Jimmy recalls. But they persisted, focusing on independent supermarkets that were more open to innovative products. Their perseverance paid off, and the business eventually scaled to over 1,800 stores across Australia.
One of the standout moments for Jimmy was when they received a significant order from a major supermarket chain after multiple rejections. “They told us they were putting our range into 400 stores. That was a special moment for me because it came on the back of so many ‘no’s,” Jimmy says.
Innovating with purpose
Innovation has always been a cornerstone of First Press Coffee. From their unique cold-drip process to their expansion into plant-based milk cold-drip products, the company has stayed ahead of trends by anticipating consumer needs. “We saw an opportunity with plant-based milk during COVID when people weren’t going to cafes as much,” Jimmy explains.
The company also responded to changing consumer behaviours with their multi-serve products, catering to those who want high-quality coffee without the time-consuming preparation.
Their latest innovation? A strong iced coffee that requires minimal milk—filling a gap in the market for a more robust, coffee-centric drink. “We saw that people wanted less milk and more coffee, so we created a product where they can control the strength of their iced coffee with just a small amount of milk,” Jimmy tells KBB..
From local to global
Taking First Press Coffee beyond Australia’s borders was a dream come true for Jimmy and Hamish. With the help of organisations like VicTrade and Austrade, the brand expanded into markets like Indonesia, Malaysia, and Dubai.
“We couldn’t have done it without their support,” Jimmy acknowledges, explaining how these trade bodies helped secure spots at international expos, which connected them with distributors.
Seeing their product in international supermarket fridges is still surreal for Jimmy. “I still pinch myself when I fly to these locations and see First Press Coffee in the fridges.”
Lessons for the long game
Reflecting on the First Press journey, Jimmy offers some sage advice for aspiring entrepreneurs: “Play the long game. We live in a world where we want things now, but growing a business benefits from the compounding lessons you learn every day,” he says.
He also stresses the importance of perseverance, especially when dealing with rejection. “The lower your expectations for immediate success, the better. Building a business is a gift, and it’s all about finding the gold in every lesson,” Jimmy adds.
Jimmy and Hamish’s journey with First Press Coffee has been as rich and rewarding as the coffee they brew. From pitching an idea over wine to seeing their products on international shelves, they’ve learned the value of persistence, innovation, and staying true to their passions one cup at a time.
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