Back in 2018, Ground Coffee Society rolled into Silverstone with a humble little Citroën H van, full of beans (literally) and ambition.

We had applied to trade as one of the retail coffee vendors at the British Grand Prix through Freemans Event Partners, excited to serve flat whites and long blacks to the crowds flocking to one of the biggest motorsport events in the world.

But when we arrived, there was a mix-up.

Instead of being placed in the bustling public retail area, we were tucked away in a secluded upgraded ticket zone — the kind of place only a few hundred people had access to. At the time, it felt like a setback. We'd prepped for volume and energy, and instead found ourselves in a quiet pocket of the circuit.

But as the saying goes: everything happens for a reason.

A Relationship Begins

That small, unexpected placement turned into the beginning of something much bigger.

Through that initial presence, we started building a relationship with Absolute Taste, one of the leading hospitality providers in the world of elite events. They saw what we could do — the care we put into every cup, our attention to detail, our obsession with quality.

The following year, we were invited to run small setups in premium hospitality areas, offering guests complimentary, barista-style coffee that elevated their experience. These weren’t quick grab-and-go cups — they were beautifully crafted drinks, made by passionate baristas who cared as much about the moment as they did the coffee itself.

Growth Year After Year

Every year, we pushed harder to go above and beyond, and that effort didn’t go unnoticed. The relationship grew, and so did the scale of the opportunity.

By 2022, we were asked to take on the entire hospitality coffee service across Silverstone for the British Grand Prix — a huge honour, and a huge challenge.

Through a strong and growing relationship with MATCH Hospitality, we found ourselves overseeing premium coffee offerings for top-tier clients, including private areas for Mercedes, Red Bull, and other Formula 1 teams.

The Challenges Behind the Scenes

Delivering this wasn’t easy.

Silverstone is a huge site — vast, complex, and logistically demanding. Each day, we needed to get 30+ baristas on-site, fully equipped and ready to go, all while maintaining consistency and excellence across multiple high-pressure locations.

We’ve also expanded our presence to the skies — quite literally — by partnering with Fresh Air Helicopters and Silverstone Helicopters to provide amazing coffee for guests arriving in style via helicopter.

Espresso Martinis on Wheels

In more recent years, we’ve added a little extra flair to the experience.

We custom-designed a mobile espresso martini bar on wheels, which we roll into one of the premium hospitality areas. It’s become a crowd favourite — with over 1,000 espresso martinis served each day during the Grand Prix weekend.

The Power of Relationships

If there’s one thing we’ve learned along the way, it’s this:
Maintaining key relationships has been absolutely crucial to our success.

We’ve grown not just by serving great coffee, but by working closely with great people — and always doing what we can to go the extra mile.

Who We Work With

Today, we’re proud to work alongside an exceptional group of partners including:

• Absolute Taste

• Smart Hospitality

• Hilton Hotel

• MATCH Hospitality

• Silverstone

• Fresh Air Helicopters

• Silverstone Helicopters