Australian barista Jack Simpson has claimed victory at the 2025 World Barista Championship held at Host Milano in Italy. After experiencing the heartbreak of a runner-up finish in 2024, Simpson finally realised his dream with a commanding performance that scored 642 points, securing a 15-point margin over his closest competitor.
Key Takeaways
- Jack Simpson becomes the fourth Australian to win the World Barista Championship
- Simpson scored 642 points in the final round, beating China's Simon SunLei by 15 points
- His winning routine featured coffees from two Colombian farms with a focus on ethical storytelling
- The victory represents a redemption story after finishing as runner-up in 2024
- Judges declared the 2025 competition had reached unprecedented quality standards
Australia's Coffee Legacy Continues
Jack Simpson's triumphant performance at the 2025 World Barista Championship adds to Australia's impressive legacy in competitive coffee. Simpson now joins the elite ranks of Australian champions, following Anthony Douglas (2022), Sasa Sestic (2015), and Paul Bassett (2003). His score of 642 points demonstrated a clear technical superiority over the competition, with China's Simon SunLei taking second place with 628 points.
The competition at Host Milano brought together top coffee talent from over 50 countries. Canada's Ben Put secured third place, with finalists from Malaysia, Japan, and Denmark rounding out the top six. This victory was particularly sweet for Simpson after his second-place finish in the previous year's championship.
A Journey of Persistence and Growth
Simpson's path to world champion status shows remarkable consistency and improvement. His competitive record demonstrates steady progress through the World Barista Championship ranks—moving from a third-place finish to second place, before finally achieving the top position in 2025. This progression reflects years of dedicated practice and refinement of his craft.
On the domestic front, Simpson has been a dominant force, claiming the Australian Barista Champion title for the third consecutive year in 2025. This streak of national championships underscores his consistent excellence and technical precision. According to Axil Coffee Roasters, Simpson's approach has evolved to emphasise authentic storytelling over theatrical presentation, focusing on genuine connections with audiences.
In the qualifying round, Simpson advanced to the finals with the third-highest score of 583, trailing behind Simon SunLei's 604.5 and Jason Loo's 593.5. However, when it mattered most, Simpson delivered a commanding performance in the final round to surge ahead of the competition.
Colombian Coffee and Ethical Storytelling
At the heart of Simpson's winning routine was his thoughtful presentation featuring coffees from two Colombian farms—Finca Zarza and Finca Deborah. Rather than focusing solely on flavour profiles, Simpson built his narrative around the human stories behind these coffees, highlighting the environmental challenges and risks faced by the producers.
His presentation emphasised the barista's critical role as the final link in the coffee supply chain and the responsibility to honour the work of everyone involved in bringing the coffee to the cup. This ethical approach to coffee service resonated strongly with the judges and audience alike.
According to FLTR Magazine, Simpson's focus on the human dimension of coffee production created an emotional connection that set his routine apart from competitors. By highlighting the real people behind the products, Simpson elevated his performance beyond technical skill to touch on the deeper values that drive the specialty coffee industry.
Melbourne Training and Team Support
Simpson's championship journey was far from solitary. His preparation took place at Axil Coffee Roasters in Melbourne, where he trained away from the spotlight through quiet, focused work. Matt Crowley, Head of Coffee at Axil Coffee Roasters, provided crucial coaching and mentorship throughout the preparation process.
The victory highlights Melbourne's position as a competitive coffee hotspot and underscores the importance of team support in achieving championship-level results. Simpson has consistently acknowledged the collaborative approach that made his success possible.
Team members who contributed to the championship effort included:
- Training partners who provided feedback and support
- Coffee producers who supplied exceptional beans
- Equipment specialists who ensured optimal performance
- Family members who offered emotional support
Unprecedented Quality Standards
The 2025 World Barista Championship was notable for its exceptionally high standard of competition. Roukiat Delrue, the Specialty Coffee Association Judge Operations Lead, declared it "the highest level of competition we've seen yet" with many top scores awarded across the board.
Industry trends observed during the competition included a return to classic coffee origins and processing methods, combined with mindful hospitality and approachable scientific techniques. The competition reflected a balanced focus on coffee quality, technology, and genuine customer connection.
Sustainability themes featured prominently throughout the championship, with increased attention to the stories and challenges faced by coffee producers. Many competitors, including Simpson, highlighted sustainability practices and risk management strategies employed by farmers around the world.
According to Sprudge, this year's competition demonstrated that at the highest levels of coffee service, technical excellence must be paired with compelling storytelling and authentic passion for the product.
Personal Reflections and Future Aspirations
In his post-victory interview with The Coffee Show with Kirk Pearson, Simpson shared that the championship win brought a profound sense of relief and joy. He particularly valued having his family and the coffee producers from his featured farms present to share in the moment.
Despite his newfound champion status, Simpson views himself as unchanged and maintains his focus on inspiring others beyond competition trophies. His future goals include encouraging greater appreciation for the value behind great coffee and highlighting the importance of the entire coffee chain.
Simpson continues to emphasise the barista's responsibility to honour the work of everyone involved in the coffee production process. His humble approach and dedication to the craft have endeared him to colleagues and coffee enthusiasts alike.
"Winning is amazing, but what matters most is how we respect the journey of coffee from farm to cup," Simpson explained in his interview with FLTR Magazine. "Every cup represents countless hours of work by dedicated people around the world."
Sources
Global Coffee Report - Jack Simpson wins 2025 World Barista Championship
FLTR Magazine - Jack Simpson WBC Winner interview
Axil Coffee Roasters blog - Jack Simpson Wins Australian Barista Champion 2025
The Coffee Show with Kirk Pearson YouTube Podcast
Sprudge - Australia's Jack Simpson Wins The 2025 World Barista Championship
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