Café William is a Quebec-based roaster with a love for sustainable, quality coffee. Our coffees strengthen the local economy and support the farmers behind every harvest. Every product has a purpose. At Café William, we believe in acting beyond the cup.
Acting beyond the cup
At Café William, our purpose is simple: bringing pleasure and responsibility together while reducing coffee’s environmental impact.
We care about great taste and about staying true to our convictions. From the source of our beans to the grocery shelves, everything matters. Responsible harvesting, sailboat transport, 100% electric roasting, an eco-responsible facility, and smarter packaging. We believe in bold new ideas, protecting the planet, and standing tall, together. Our coffee makes people feel good, because every cup is a choice that's good for everyone.
— Rémi Tremblay, President & CEO, Café William
Every day, our goal is to make coffee as sustainable as it can be, coffee that everyone can enjoy, without ever giving up on taste or quality.
A burning passion
for coffee, its culture, and future trends.
A caffeinated spirit
that keeps us moving, and rethinking what coffee can be.
A bold blend of talents
where collaboration brings out the best in everyone
Roasted with care
because every bean matters to the planet, and to the people who growit.
Coffee that’s highly qualified. Literally.
Becoming a Q Grader is like earning a black belt in coffee. The exams are so demanding that fewer than half pass on their first try. From identifying aromas to blind tastings and scoring complex coffees, it’s a full-on sensory marathon… reserved for elite taste buds only!
Marjorie and Bastien: exceptional Q Graders
Both certified Q Graders, Marjorie and Bastien have a superpower: recognizing the quality of a coffee in just a few sips. Aroma, acidity, balance… nothing gets past them.
Every day they taste, score, and have (friendly) debates to make sure only the best makes it through, creating recipes that you'll enjoy in every sip.
Café William is a Quebec-based roaster with a love for quality coffee since 1987. Through the different stages of growth in our operations and product offerings, revisit the key milestones of our history.
1987
Founding of Café Vittoria
Yves Landry and Daniel Blais founded Café Vittoria in Québec City, a company specializing in office coffee break services, and acquired a roaster to roast their own coffee.
1995
Acquisition and Relocation to Sherbrooke
The company relocated its operations to Sherbrooke following the acquisition of La Réserve du Cafetier. Fueled by a passion for coffee, Serge Picard became a shareholder and co-owner in 1998. After being named La Réserve Vittoria, the company was renamed Café Vittoria.
2003
A Brand Honoring the Inventor of the Burner
Café Vittoria launched its own brand named Café William Spartivento. The brand name pays tribute to William Spartivento, inventor of a unique continuous motion burner that roasts coffee while creating perfect aromas and flavors.
2006
Being in the Right Place to Offer Tastings
In 2006, Café William Spartivento entered select Costco warehouses in Québec through tasting events.
2017
Thank You to the Founders and Welcome to the New Owners
Rémi Tremblay and Jonathan Haley became shareholders by purchasing the shares of the founders, Daniel Blais and Yves Landry, as they entered retirement.
2018
New brand image
Rémi Tremblay became president of the company. This leadership change marked the first brand transformation of Café William Spartivento.
2023
Launch of the new W coffee collection
Now nammed Café William, the company launches its new collection named W and is committed to creating the most sustainable coffee in the world. The first initiative supporting this mission is the opening of a new state-of-the-art facility designed to minimize the company’s environmental footprint.
2023
Coffee Delivered by Sailboat
To support the mission, a pilot project was launched to transport coffee by cargo sailboat, carrying the equivalent of four containers of green coffee.
2024
Social and Environmental Commitment
Café William earned B Corp certification. In addition, all Café William coffees are roasted using 100% electricity—an industry first for large-scale production.
2024
Full Sail Ahead
Café William partnered with TOWT, a French company specializing in wind-powered maritime transport. In October, the ANEMOS—the largest cargo sailboat in modern history—completed its maiden voyage, delivering the equivalent of 25 containers of green coffee from Santa Marta to Québec City.
