Photographs by Joey Clay
What began as curiosity in a home kitchen has evolved into one of the area’s most distinctive coffee concepts. Known for small-batch roasting, experimental processing and their signature barrel-aged coffees, David and Duane Hogg have transformed a passion project into a brand defined by creativity, discipline and an unmistakable point of view. At the heart of the concept is a process that sets them apart: aging green coffee beans in bourbon and other spirits barrels, allowing them to absorb aroma and flavor before roasting.
“As twin brothers and business partners, we've been fortunate enough to turn our shared passion for coffee into a thriving business,” Duane offers. “It's not always easy working with family, but there's no one else we'd rather have by our side.”
The core of the concept came together gradually, through adapting and improving over time.
“Hogg Batch started in the most organic way, which is honestly how most good things start,” David recalls. “I was roasting coffee at home in a cast-iron skillet, inspired by Ethiopian tradition and just trying to learn what makes a coffee taste good. Once Duane and I realized we were both all-in, we started treating every batch like an experiment.”
Prior to launching the brand, the brothers were already testing their work in public settings, using community feedback to help shape its direction.
“Before we had anything that looked like a ‘business,’ we were selling at local markets, listening to people and adjusting,” David says. “Publicly, you will see 2019 referenced as our launch year, and that is the year we started putting the brand into the world in a real way. But the journey started earlier, with a lot of curiosity and a lot of trial and error.”
That same inventive spirit continues to define the brand and the elements that set it apart in a crowded field.
“We start with coffees that are strong on their own. Then we think about how to build another layer without covering the coffee up. The barrel matters because it is not just a ‘container.’ It has a history and an aroma, and it changes the way the coffee develops,” Duane explains. “We make those pairings intentionally, and we give it time. That is what makes it feel meaningful, because people can taste that it was not rushed.”
What they are quick to point out is the role the community has had in shaping the business.
“St. Pete is a great place for that, because people here genuinely show up for local makers,” Duane shares. “That support gives you permission to experiment and keep evolving without losing your identity.”
That evolution came through balancing artistry with operations, allowing them to build a sustainable structure for the brand.
“We both come from a creative background, so we are naturally drawn to work that is part craft and part expression,” Duane offers.
“The only way we have been able to do it is by treating the creative side as a real discipline, not just a mood,” David adds. “We experiment, but we do it with structure. We taste constantly, we take notes and we keep what works. Then on the business side, we try to keep things clear and consistent. Good systems give you more room to be creative. If everything is chaos behind the scenes, the craft suffers.”
As demand has grown, maintaining that level of intention has remained one of the greatest challenges.
“Scaling something that is experimental is probably the hardest part,” David explains. “Barrel aging is slow and all barrels do not behave the same. The challenge has been growing while keeping the quality and the intention intact. We never want this to feel like we are cutting corners. Success is staying proud of what we are putting out. It is walking into our roastery and still feeling excited about the craft. It is having people trust us enough to try something new. If we can keep evolving and still make coffee that feels honest, that is success.”
“The best reaction is always the pause,” Duane says. “When someone takes a sip and then stops for a second like, ‘Hold on, what is that?’ Not because it is loud or weird, but because it is layered. When people get curious and start asking about the process or the origin or the barrel, that is the moment we love.”
Their advice for fellow entrepreneurs reflects the same philosophy that built Hogg Batch from the ground up.
“Put the thing in front of people early,” David says. “Do not wait for perfect. Let it be real, let it be honest and let people react to it. That feedback will teach you faster than you can teach yourself. And stay consistent. Follow-through is what builds trust.”
Visit hoggbatch.com to learn more.
