Case Study: Ratio Coffee achieves scalable global retail distribution and streamlined sales with Airtable

How Ratio Coffee uses Airtable to distribute their innovative, high-end drip coffee machine

Ratio Coffee, maker of the Ratio Eight high-end drip coffee machine, needed a way to manage a growing global network of retailers and distributors to bring its product to market. To handle deal tracking, retailer onboarding, and sales-trip planning, founder Mark Hellweg turned to Airtable and began with the Airtable Sales Leads template.

Using Airtable, Hellweg built a customized base with linked tables for Retailers, Distributors, Deals, Trips, Products, and Contacts, plus an Airtable form for the Ratio Wholesale Application, regional views for pipeline visibility, and the Airtable mobile app for on-the-road access. Airtable enabled streamlined retailer onboarding, clearer regional sales views, faster access to deal context, and coordinated team workflows—helping Ratio Coffee scale distribution and manage global sales more efficiently.

Ratio Coffee

Mark Hellweg

Founder and CEO