Pablo Caballero and Nolo Botana had already built a track record in coffee when they launched Hola in 2016. The pair poured their accumulated experience into an operation built around quality, accessibility, and inclusivity. Coffee is roasted daily in small batches at the Sepulveda roastery in Madrid, ensuring beans are never more than a few days old at the point of sale. Their Lagasca location earned the number 12 spot on The World's 100 Best Coffee Shops 2025. Hola also runs an academy offering both its own certification and internationally recognized SCA credentials, alongside a podcast that has become a key part of the project. Seasonal coffees rotate through washed, natural, and experimental processes, producing a range from chocolatey depth to floral brightness.