James Alexander Hoffmann (born 11 December 1979) is an English barista, YouTuber, entrepreneur, coffee consultant, and author. Hoffmann first came to prominence after winning the World Barista Championship in 2007 and has since been credited as a pioneer of Britain's third-wave coffee movement. Hoffmann has published three books, including The World Atlas of Coffee, amassed a significant following on YouTube, started several businesses including the specialty coffee roaster Square Mile Coffee Roasters, and consulted for a number of coffee ventures.