APAX LAB

Sometimes the biggest breakthroughs come from the smallest details. For Simon, one of those discoveries this year for the World Brewers Cup…

Want more floral notes in your coffee? 💐 Most people focus on magnesium and calcium when building brewing water, but forget about other mi…

The energy from World Brewers Cup 2026 is still so high. 🇦🇺🏆 It was incredible watching Simon and the team, both on and behind the stage,…

Think of your water like a nightclub 😂🎶💧 Your TDS meter can tell you how loud the music is, but it can’t tell you what’s playing. Same g…

Well.. at least he got a set of APAX minerals 👀🤷🏻‍♂️

We don’t see grind size as the first variable to change, because we’re looking for variables that are both predictable and impactful. Grind…

A water wizard. A champion. And now… an Oscar winner? 🤐🤣 We’re excited to be continuing our collaboration with Waved as Gold Sponsors for…

Simon’s been working with the Option O LOGAM 01 leading up to Worlds, trusting it to deliver exactly what he needs every time. 🚚🫘✨ For hi…

Most people are brewing too hot. 🔥 And it’s making your cup dry and bitter. Lower the temperature, and you’ll notice how the cup opens up.…

He hates matcha… or does he just hate bad water? 👀🍵

We’re in Thailand, so obviously we had to talk Pad Thai 😂🇹🇭 One ingredient alone doesn’t make a great Pad Thai, and we think about miner…

Brewing with the DIFFERENTE profile? Here’s Simon’s take on the recipe 🇨🇴💧 Created together with our friends at DIFFERENTE, this profile…

If you’ve ever wondered whether to add minerals pre or post brew, this one’s for you! 💧 What team are you on? 👇🏻

Should you add your minerals before or after brewing? 🤔 The answer is pre-brew when you know what you want. Post-brew when you want to tas…

For a long time, the belief was that minerals needed to be present during brewing to help extract flavour from coffee. Turns out, that’s not…

Sometimes less is more! 🙌🏻 Watch why Simon believes extracting less can bring more clarity to your coffee, and how he fills in the gaps w…

This is one of Simon’s favourite ways to play around at home when he gets a new bag of coffee. Make one brew, split it into a few cups, and…

Back in 2021, Simon was coaching @carlos.esco.bar for Nationals. On the morning of the finals, they tested 36 different waters to rescue a c…

We’re still soaking in everything from World Brewers Cup 2026. 🥈💧 Watching Simon share his routine on the World stage was a pretty special…

We’re grateful to be working closely with Cata Export on Simon’s Road to Worlds. @cataexport is our green coffee sourcing partner, connectin…

Ever ruined a dish by adding too much salt? 🍳 The same thing can happen with brewing water. More minerals aren’t always better. Finding t…

Watch how the Water Wizard cooked up the best water to pair with @differentecoffee 🍳🧪 The Differente × APAX LAB Profile is here, created …

Another highlight that we loved from Simon’s World Brewers Cup routine that we couldn’t wait to share! This time, it’s all about seasoning.…

We’re back with Pt. 2 ranking the rest of the ions on the APAX Ion Triangle 🔺💧 Do you agree with his final ranking? And now that we’ve ra…