Historically, Kazakhstan is a tea-drinking nation – which is largely attributed to Russian influence. But in recent years, coffee consumption has been on the rise, too. According to Statista, the country’s coffee market will grow by 6.58% year-on-year by 2025. Moreover, since 2020, Kazakhstan’s roast & ground market has been increasing as well – and is expected to surpass sales of instant coffee within the next two years.

Since becoming independent in 1991, the country has experienced rapid economic growth – largely thanks to a huge spike in its oil and natural gas exports. And as its middle class has grown, more people have started to consume higher-quality coffee across the country.

But just how popular could Kazakhstan’s specialty coffee culture become in the next decade or so? I spoke to several local coffee professionals to find out.

You may also like our article on whether Nepal will produce more specialty coffee in the future.

A brief history of coffee in Kazakhstan

Stanislav Tyan is the owner of Massimo Coffee Roasters in Almaty – the largest city in Kazakhstan. He is also a certified Q grader.

“It’s difficult to know exactly when coffee first arrived in Kazakhstan,” he explains. “But it’s believed that Arabic and Turkish traders probably brought coffee into the country through the Silk Road.”

The Silk Road was a network of trade routes between Europe and Asia, which were active up until the mid-15th century. 

“When Kazakhstan was still a part of the Soviet Union, coffees from India were available to buy, but were considered a highly-prized commodity,” he adds. “We used to buy instant coffee which came in a metal tin, but for most people, it was difficult to buy even one tin – you needed to have good connections to buy coffee.”

Fast forward to the late 2000s and 2010s and this was certainly changing. Following the country’s rapid economic growth, more and more coffee chains began to open in Kazakhstan. Some of these included:

• Gloria Jeans’ Coffee
• Shokoladnista
• Traveler’s Coffee
• Costa Coffee
• Starbucks

During this time, it was clear that coffee was steadily becoming accessible to more people, and that it was becoming more popular. These coffee shops became important spaces for people to meet and socialise – a sign that the “third place” was becoming more prominent in Kazakh coffee culture.

Along with Almaty, the capital city of Astana (now known as Nur-Sultan) is home to the vast majority of coffee shops and roasters in the country.

Where does Kazakhstan source coffee from?

According to Kazakhstan’s Bureau of National Statistics, the country imported around 1,900 tonnes of coffee in 2021 – most of which is roasted or soluble products re-exported from other countries, rather than green coffee to be roasted in Kazakhstan itself. But this still represents a meteoric increase of 18.9% on the previous year – showing that coffee consumption is growing at pace.

During 2021, Kazakhstan imported around 1,200 tonnes of roasted coffee from Russia, most of which was instant coffee products. Other big exporters to Kazakhstan include Italy, Brazil, the Netherlands, and Germany.

Emerging consumer trends

Assel Suleimenova and Zhemis Nurzhanova are the co-owners of Nurba’s Espresso Bar in Nur-Sultan.

“Espressos, cappuccinos, and americanos are the three most ordered beverages in our coffee shop,” they explain. “We mostly use dark roast Brazilian arabica, as well as locally roasted robusta, but we’re looking to source [other coffees] in the future.”

While instant coffee products, as well as concentrates, are still hugely popular in the country, Kazakhstan coffee culture is slowly embracing specialty.

A growing specialty coffee scene

Arina Ospanova is a co-owner of What Flat coffee shop in Almaty.

“The first specialty coffee roaster came to Karaganda, Kazakhstan from Russia in 2009,” she says. “Now, there is a growing number of specialty coffee roasters in Kazakhstan, especially in Almaty and Astana (Nur-Sultan). 

“People are becoming more curious and want to try different varieties,” she adds. “At What Flat, consumers tend to enjoy Kenyan and Colombian coffees the most, along with Ethiopian coffees as espresso.

“There’s also a big demand for arabica and robusta blends,” she continues.

Aigerim Yermakhanova is Kazakhstan’s first certified Q grader. She is also a barista trainer and quality control specialist at Spectre Coffee in Almaty.

“Kazakhs usually drink coffee with milk, similar to how they drink tea,” she tells me. “Most coffee consumed in the country is instant, however, consumer preferences are evolving – more people are drinking roast & ground and specialty coffee.

“This is largely driven by the growing number of coffee shops in the country, which offer different roast profiles and origins,” she adds. “In turn, consumer awareness of high-quality coffee is growing.

“Many coffee consumers enjoy washed coffees, but they are also open to trying different and new processing methods,” she continues.

Almaz Ospanov is also a co-owner of What Flat.

“Experimentally processed coffees are becoming quite popular,” he says. “Customers ask about them frequently. Natural processed coffees are also a favourite among consumers.”

Who drinks the most coffee?

Stanislav explains that as with many other emerging specialty coffee markets, younger demographics and tourists are helping to grow specialty coffee culture in Kazakhstan.

“However, people of all ages are slowly becoming interested in specialty coffee,” he says. “My oldest customer is Nina Vasiliyevna, who is 81 years old.

“Her son-in-law introduced her to specialty coffee – she’s probably the oldest V60 brewer in Kazakhstan!” he adds. “I taught her how to use the V60 and follow James Hoffman’s recipe, and she has been using it diligently every day.”

Nina explains why she enjoys brewing and drinking coffee.

“I love the Kenyan coffees I get from Stanislav,” she says. “I always used to drink tea but since being introduced to coffee, it makes me happy and gives me more energy.”

Similar to Nina, there is a growing number of home brewers and baristas in Kazakhstan. In recent years, it’s become easier to buy specialty coffee brewing equipment, and access to online resources has become more available.

Stanislav explains that social media plays a key role in disseminating information and inspiring more curiosity.

“Massimo Coffee is the only official supplier of AeroPress, Hario, Espro, and Comandante products in Kazakhstan,” he says. “We are seeing a big increase in the number of orders for these products, and about 40% of our sales are for filter roast profiles.”

What’s it like being a barista in Kazakhstan?

As coffee culture changes in Kazakhstan, we’re likely to see the role of the barista evolve, too.

Many Kazakh coffee professionals often move to the Middle East or Australia to train as baristas. When they returned to Kazakhstan, some of them open their own roasteries or coffee shops.

Rauan Zhumazhanov (also known as the “One Hand Barista”) is a coffee professional in Kazakhstan. 

“I worked in Kazakhstan for four years, moved to Dubai for five, and then returned to Kazakhstan,” he says. “I won the regional Latte Art Championship in Dubai seven times, and I am also the 2019 Kazakh Latte Art Champion, as well as the 2019 UAE AeroPress Champion – I love what I do.”

However, it’s still not considered a long-term career path for many in the country.

“Like in many other parts of the world, being a barista is not considered an aspirational career goal in Kazakhstan,” Almaz says. “It is mostly seen as a job for students, while roasters are usually regarded as similar to any other business.”

Increasing focus on education

Wendelien van Bunnik is the 2019 World AeroPress Champion and founder of The Happy Coffee Network. She recently visited Kazakhstan to host an AeroPress brewing workshop. 

“Going to Kazakhstan and meeting the Kazakh coffee community has been a highlight of my coffee career,” she tells me. “The country’s specialty coffee sector is still young, but I can sense an eagerness and curiosity to learn more that I haven’t seen for a long time.”

Alongside events like this, online resources are a pivotal part of growing interest in specialty coffee education.

“Barista training mostly happens on the job, but the internet has been a useful resource, and has helped us connect with coffee professionals around the world,” Arina says.

Rauan agrees, saying: “I learn a lot of barista skills from online courses and videos, especially how to pour latte art.”

Although Kazakhstan is still yet to open a recognised Specialty Coffee Association training campus, some of the country’s coffee professionals and enthusiasts travel to Russia or Turkey to become Authorised SCA Trainers or Q graders.

Moreover, there is a growing number of barista schools and training centres opening in Astana (Nur-Sultan) and Almaty.

So what could the future hold?

Although Kazakhstan’s specialty coffee sector remains small, it is clearly an emerging market with potential for growth. With a rising number of tourists and expats entering the country every year, specialty coffee culture is expected to become more popular.

The current political climate brings challenges, however. With the ongoing war in Ukraine, sourcing coffee has been difficult – but it has also inspired more roasters and green buyers to buy green coffee directly from producing countries.

“In the past, the social and political conditions in Kazakhstan have been challenging at times, such as major riots in 2021 which impacted a lot of businesses,” Stanislav says. “However, the government supports coffee businesses by levying zero customs fees for green coffee with just a 12% VAT rate.”

Furthermore, with many Kazakh coffee professionals training in other parts of the world, and then returning to their home country, we’re likely to see more specialty coffee businesses open in the coming decades.

Coffee competitions are also becoming more popular, with local coffee shops and roasters in Almaty and Astana (Nur-Sultan) launching their own barista, latte art, and brewing contests. And while there are no formal Coffee Championships in Kazakhstan as of now, this could certainly change in the future.

Kazakhstan is certainly still far from becoming a major coffee-consuming country. Its specialty coffee sector is also still in its infancy, but that’s not to say that it won’t become more popular over the next few decades.

With a growing emphasis on coffee education and competitions, it will be interesting to see how Kazakhstan’s coffee culture evolves in the years ahead.

Enjoyed this? Then read our article on Ukraine’s coffee scene.

Photo credit: Dalla Corte, Brew Battle, Kristine Karpeka

Perfect Daily Grind

Want to read more articles like this? Sign up for our newsletter!

The post How is coffee culture changing in Kazakhstan? appeared first on Perfect Daily Grind.

But judging is also an integral part of these competitions. Highly-trained and well-calibrated judges are essential to the success of any World Coffee Championships event.

So how can industry professionals train to become one? To find out, I spoke to Danilo Lodi and Ania Oleksak, two qualified WCC sensory judges. Read on to learn more.

You may also like our article on how coffee professionals can train for the World Cup Tasters Championship.

What are the first steps to becoming a WCC judge?

Every year, World Coffee Events hosts seven World Coffee Championships. These are:

• World Barista Championship
• World Brewers Cup
• World Cup Tasters Championship
• World Coffee in Good Spirits Championship
• World Latte Art Championship
• World Coffee Roasting Championship
• World Cezve/Ibrik Championship

Although the rules and regulations for each respective competition vary widely, judges are a big part of them all (except the World Cup Tasters Championship). As with any other competition, the judges have the responsibility of assessing and scoring each competitor’s performance against a set of specific criteria.

Danilo Lodi is the Business Development at Dalla Corte and a coffee consultant. He is also a qualified World Barista Championship sensory judge.

“First and foremost, becoming a certified WCC judge is dependent on how much you are invested in the competitions, and not necessarily on your role or status in the industry,” he says.

“To qualify as a sensory judge, you could have held a number of positions in the coffee sector, but you certainly need to have some level of coffee knowledge,” he adds.

A judge’s coffee knowledge should cover all levels of the supply chain, as well as a wide range of skills – which are largely dependent on the competition they are interested in judging. For instance, coffee professionals who want to judge at the World Barista Championship need to know how to taste coffee, alongside being able to assess a competitor’s technical and hospitality skills.

Gaining formal experience

Ania Oleksak is a certified Q grader and R grader. She is also a qualified sensory judge for the World Barista, World Brewers Cup, World Coffee in Good Spirits, and World Coffee Roasting Championships, as well as a World Latte Art Championship visual judge.

“You need to be able to pass a set of tests to become a WCC judge,” she explains. “These tests are based on coffee knowledge, sensory and practical skills, and your understanding of the competition rules and regulations.

“You don’t need to be a seasoned professional, but you do need at least two years’ experience judging national competitions, or one years’ judging experience and to pass the World Competitions Educational Program (WCEP) course.”

Danilo emphasises the need to gain experience judging national Coffee Championships.

“You have to start by judging national competitions to strengthen your coffee knowledge,” he tells me. “You need to know how to taste coffee if you want to be a sensory judge, or if you want to be a technical judge, you have to understand how to assess competitors’ skills.”

Alongside taking part in national Coffee Championships, prospective judges need to also pass a two-day WCC Judge Certification course, which they must pay for. Candidates can certify for the World Barista Championship, World Latte Art Championship, World Brewers Cup, World Coffee in Good Spirits Championship, World Coffee Roasting Championship, and the Cezve/Ibrik Championship – but they must choose between qualifying as either a sensory or technical judge.

As part of the course, participants take written and practical tests to assess their judging capabilities. Once completed, they receive a Judge Certificate which is valid for up to three years.

Attending calibration sessions

In order to make sure the judging process is fair and consistent, all WCC judges must attend calibration sessions before the competitions take place.

“There is a two-day judge calibration session preceding every World Coffee Championship event,” Ania says. “These sessions are coordinated and led by Judge Operation Leads and SCA staff. 

“Judges have to take part in practical competition run-throughs, bias training, sensory exercises, and workshops which discuss the latest trends in the coffee industry to make sure our palates are as calibrated as possible,” she adds.

At every WCC event, the team of judges is presided over by a Head Judge, who provides guidance and may need to approve scores which are considered too low.

“Furthermore, every day that the competitions take place, all judges have to take part in another calibration round, too,” Danilo explains.

Judges for different World Coffee Championships

Besides the World Cup Tasters Championship, all WCC events rely on judges to assess and score competitors’ performances. However, each competition has its own set of judges.

Let’s look at the World Barista Championship as an example. Alongside a Head Judge, this competition also includes both a sensory and a technical judge.

The former largely focus on assessing the quality of the drinks served – which are espresso, milk-based beverages, and signature beverages. Sensory judges will also evaluate how accurate the competitor’s taste descriptors are, as well as the overall beverage experience.

Technical judges at the WBC, meanwhile, need to pay attention to a competitor’s workflow and practical skills for all three beverage courses. These can include using clean cloths, consistently dosing and tamping coffee, and purging the steam wand, to name a few.

Judges also score competitors based on several other aspects of their performance, such as total impression of their routine. Among other factors, this score acknowledges their level of passion and enthusiasm for specialty coffee.

At the 2023 World Barista Championship, however, there have been some major changes as to how these aspects are assessed and scored. Looking at total impression in particular, the score has been broadened somewhat, and now includes several prompt questions such as:

• Did the performance inspire a deeper connection to coffee? 
• Was the experience immersive, thought-provoking, or otherwise important to specialty coffee? 
• Would this barista have inspired me about specialty coffee?
• Did the performance celebrate the craft of coffee?

Ultimately, this means judges also have to evaluate the overall concept of a WBC competitor’s routine. In turn, they need to take a more holistic approach to judging, as well as remaining objective.

To determine a WBC competitor’s final score, points from both sensory and technical judges are combined.

Tips & advice for training to be a WCC judge

With each World Coffee Championship having its own set of unique rules and regulations, choosing which competition to qualify for as a judge is largely based on where your interests and preferences lie. For instance, if you have more experience with roasting, then it’s probably more logical to certify as a World Coffee Roasting Championship judge.

It’s also important to note that WCC judges are volunteers – meaning they don’t get paid for their services. However, that’s not to say that these positions aren’t rewarding in other ways.

“It’s a big honour and a huge responsibility to be a certified judge,” Ania says. “Every judge will feel a little bit differently, but the most important thing for me is to stay focused and direct all of my attention to the competitors.

“Before I became a WCC judge, I was a national Barista Championship coordinator, which helped me to understand the structure of the competition,” she adds. “The WCEP course is also a great way to learn about judging, to test yourself, and to receive feedback from professional judges. 

“Moreover, enrolling on a SCA course will help develop your sensory and technical skills, as well as your sensory lexicon,” Ania continues.

Remaining open to new experiences

Danilo has some advice for prospective WCC judges, and emphasises the level of dedication it takes to be successful.

“You need to understand the competition rules by heart,” he says. “I’ll also push myself to get out of my comfort zone by trying as many different coffees as possible, as well as visiting many different coffee shops wherever I go. 

“When you’re trying coffee – whether as espresso, a milk beverage, or even a signature drink – make sure you pay attention to everything,” he adds. “What flavours can you taste? And the levels of sweetness, acidity, and bitterness? What is the body like, as well as the texture?”

Becoming a qualified World Coffee Championship judge may not be for everyone, but they certainly play a very necessary role in these competitions. Without judges, we wouldn’t have such esteemed and highly-respected events in the global coffee industry.

Although it can be a lengthy and costly process, choosing to certify as a judge can also be a rewarding experience for many industry professionals – and may even be a stepping stone in their coffee careers.

Enjoyed this? Then read our article on how to prepare for the World Barista Championship.

Photo credits: World Coffee Events, Specialty Coffee Association

Perfect Daily Grind

Want to read more articles like this? Sign up for our newsletter!

The post How can coffee professionals train to become a World Coffee Championships judge? appeared first on Perfect Daily Grind.

At the same time, consumers’ interest in coffee education has also increased over the past few years – helping to bridge the knowledge gap in specialty coffee.

It’s fair to say that more informed consumers are a big part of achieving true sustainability in the supply chain. However, it’s also understandable to question just how interested consumers actually are in specialty coffee education. In turn, we also need to ask whether coffee shops and roasters should be focusing their efforts elsewhere.

To find out, I spoke to coffee educators Silvia Graham and Dani Bordiniuc. Read on to find out more.

You may also like our article on whether coffee consumers’ focus on education will continue beyond Covid-19.

Understanding specialty coffee’s relationship with education

The overarching aim of coffee consumer education is to inform consumers about what specialty coffee actually is, as well as how to prepare it to a high standard using a number of different brewing methods.

Simply put, specialty coffee scores 80 points or higher on the 100-point Specialty Coffee Association (SCA) scale. This score is determined by a certified Q grader. It’s based on several factors such as acidity, sweetness, bitterness, body, and uniformity, as well as whether any defects are present.

Other less quantifiable aspects of specialty coffee include more traceable and transparent supply chains, as well as more ethical and sustainable business practices – including direct trade. Moreover, especially with roasting and brewing coffee, there tends to be more emphasis on craft and skill in specialty coffee.

Silvia Graham is a co-owner of the Barista School in Romania. She is also the National Coordinator at the SCA Romania Chapter. 

She explains that some consumers may not be fully aware of broader definitions of specialty coffee.

“I can be surprised by the lack of knowledge, confusion, and misunderstanding that surround specialty coffee, thus decreasing its value,” she says. “Roasters and coffee shops both need to play their part in educating consumers more.”

Looking specifically at those who work in specialty coffee, there are a number of more formal training programmes and opportunities. Some of these include:

• Professional barista training, such as latte art classes
• Sensory analysis training, including Q grader qualifications
• Roasting workshops

What are the different types of specialty coffee consumer education?

There are many different forms of coffee consumer education. For example, coffee drinkers can pay to attend courses, workshops, and seminars, and can also take part in cupping sessions (which are usually free). Although these platforms are typically more expensive and time-consuming than other educational resources, they are usually more effective.

Other educational resources, meanwhile, include social media posts, blogs, and articles. While these are free, and therefore more accessible, they are less hands-on than classes and workshops. This can mean their effectiveness varies somewhat.

Dani Bordiniuc is a barista, coffee content creator, and coffee consultant. He is also the creator of Brewing With Dani, an educational platform designed for home baristas and coffee enthusiasts.

He tells me that one of the most effective ways to educate coffee consumers is through direct interactions. At the most basic level, this can simply involve a barista engaging with a customer in a coffee shop.

Essentially, this type of communication allows for a two-way exchange of information, while creating a more personal connection at the same time.

From his experience, Dani explains he usually begins his one-on-one educational sessions with a few questions. He says this helps to gauge the level of knowledge of the consumers, as well as the type of equipment they use at home. 

“The first priority of specialty coffee consumer education should be getting the fundamentals right,” he tells me. “For example, consumers need to understand the importance of using fresh coffee, as well as water quality and grind size uniformity, before diving into the specifics.”

By starting with the more basic aspects of brewing coffee, Dani says consumers can develop a stronger foundation on which to build their coffee knowledge.

The importance of informative and relatable education

As a means of increasing its effectiveness, both Silvia and Dani agree that consumers need to relate to the information they receive from specialty coffee educational resources. This can be done through a number of ways, such as providing analogies, alluding to personal experiences, and telling stories.

“Based on my experience as a barista and coffee shop manager, sensory experiences and curiosity play significant roles in educating consumers,” Dani says. “The approachability of specialty coffee educators is also key – language used should be simple and relatable.

“By slowly exposing consumers to different flavours and types of drinks, they will become more curious, inquisitive, and open to trying things outside of their comfort zone,” he adds. “It’s a pull rather than a push.”

However, there is also the danger of overwhelming consumers with too much information at one time. In line with this, it’s important to provide the appropriate amount of information to pique their interest, while answering all the necessary questions at the same time.

Furthermore, feeling intimidated can also be a big part of why some consumers aren’t open to knowing more about specialty coffee. In turn, industry professionals and educators need to make sure that consumers feel welcome and comfortable when taking part in classes or cupping sessions.

“Any change takes time,” Silvia says. “A consumer won’t change their mind if they are dictated to, but if you provide information in a relatable way that grants them the space to make their own decisions, you will be able to make a difference. 

“A habit is very hard to change, and as the last link in a long supply chain – baristas should remember this when educating consumers,” she adds.

What are the benefits of providing coffee consumer education?

Ultimately, there are many benefits to consumer education – both for consumers themselves and for specialty coffee overall. 

For consumers specifically, having access to high-quality and more formal educational opportunities broadens and deepens their knowledge of the coffee they drink. In theory, this enables them to make more informed choices – and potentially buy higher-quality, more sustainable coffee. 

Moreover, it also increases the chances that they will keep buying specialty coffee in the future.

Naturally, this only serves to support the specialty coffee sector in the long term. By focusing more on coffee consumer education, coffee shops and roasters can generate more sales and continue to grow. At the same time, they can build more trust between themselves and the consumer. In theory, this will also lead to repeat custom, too.

How much do consumers actually want to be educated about specialty coffee?

Many customers value convenience and speed of service over other factors – such as coffee quality – as well. This could mean their interest in specialty coffee education is somewhat limited.

In turn, many specialty coffee shops and roasters may need to target more niche demographics – including millennials and Gen Z. The latter, in particular, has an estimated US $360 billion in disposable income. Moreover, they are more likely to spend on sustainable and ethical purchases, as well as investing in education.

However, we also need to acknowledge that there are limits to the growth of the global specialty coffee industry, and thereby specialty coffee consumer education. In order to remain sustainable and pay higher prices to producers, specialty coffee needs to be marketed as a premium product which comes with a higher price tag.

Inevitably, this ostracises many consumers who may not be willing to pay more for (or can’t afford to buy) specialty coffee. What’s more, we also need to be realistic about quality standards for specialty coffee, and account for the fact that not everyone is interested in drinking higher-quality coffee. 

In turn, it’s highly unlikely that these people would be open to paying for or taking part in specialty coffee consumer education, too.

Is specialty coffee education accessible enough?

Investing in coffee consumer education can be a successful business venture for some coffee shops and roasters. However, there are important factors to consider when it comes to the accessibility of specialty coffee.

As roasters and cafés pay more money for higher-quality coffee, they also need to charge customers higher prices. Naturally, this can exclude some people who simply can’t afford to buy specialty coffee.

Moreover, given the recent economic downturn and rising inflation in many countries around the world, it’s fair to assume that many people who are interested in specialty coffee have less disposable income to spend on premium products. Similarly, they may have even less money to invest in coffee education.

Looking beyond traditional markets

It’s fair to say that in some countries around the world, the specialty coffee market is much more developed. For example, places like North America, Western Europe, Japan, and Scandinavia all have prominent specialty coffee culture. 

As a result, coffee consumer education in these countries is relatively well developed, too. However, in other parts of the world, the focus on specialty coffee education is noticeably smaller. But that’s not to say that their respective specialty coffee markets aren’t growing at pace.

Across Latin America, for instance, consumption of specialty coffee is increasing in certain countries. Using Brazil as an example, research from the SCA states that Brazil’s specialty coffee market share doubled between 2016 and 2018 from 6% to 12%. 

Similarly, the specialty coffee markets in Colombia and Mexico have also grown in recent years – indicating potential to improve coffee consumer education.

Elsewhere, in India, while the market is relatively young, specialty coffee is growing rapidly. Younger generations are now more likely to drink coffee than their predecessors, and there are many emerging specialty coffee brands in the country, too.

Eastern Europe and Baltic countries are also starting to see a rise in specialty coffee consumption. While they currently may not be predominantly specialty coffee-consuming markets, the potential for growth is certainly there.

Is there too much of a focus on traditional markets still?

At the same time, however, it’s important to acknowledge that the general format and structure of specialty coffee education is largely focused on more “traditional” consuming markets. These are mostly countries in Europe and North America, as well as Australia, and New Zealand.

Ultimately, this means that in less traditional markets, unless consumer coffee education is catered more towards market trends in the specific country, it may not be as effective and informative.

As specialty coffee continues to grow and expand into new markets, it’s likely there will be an increasing need for consumer education.

However, equally as important, we also need to understand that not everyone shares the same interest in coffee consumer education. Therefore, specialty coffee brands need to know when and where it’s appropriate to offer educational resources, as well as to which demographics of consumers.

Moreover, given its relatively small market size, the growth of specialty coffee consumer education may also be somewhat limited. This is an important factor that specialty coffee businesses should keep in mind as they look to expand their reach, too.

Enjoyed this? Then read our article on online education in the coffee sector.

Photo credits: Dani Bordiniuc, Silvia Graham

Perfect Daily Grind

Want to read more articles like this? Sign up for our newsletter!

The post Does third wave coffee culture focus too much on consumer education? appeared first on Perfect Daily Grind.

In 2017, World Coffee Research published the second edition of its Sensory Lexicon, which formally identifies 110 flavour, aroma, and texture attributes in coffee. These range from more traditional tasting notes, such as chocolate and brown sugar, to more unconventional flavours like pineapple and fermented.

Tasting notes play an important role in specialty coffee. Not only do they allow roasters to market their coffees more effectively, they also give consumers an idea of what their coffee will taste like – and thereby ensure consistency with sensory profiles.

In recent years, however, we have seen more and more unusual and unorthodox flavours appear on coffee packaging. Tasting notes such as melted chocolate ice cream, banana pudding, and even different brands of cereal have been referenced by roasters, as well as World Coffee Championship competitors.

So, we have to ask, are some tasting notes just too much? I spoke to Bartholomew Jones and Matteo D’Ottavio to find out more. 

You may also like our article on whether coffee tastes different as you get older.

What are tasting notes?

When we talk about flavours in coffee, we often refer to three major characteristics:

• Acidity
• Sweetness
• Bitterness

It should also be noted that in recent years, more and more specialty coffee professionals have also started referring to salty or umami characteristics in coffee. Umami generally refers to savoury flavours in food – such as meats, cheeses, fish, and mushrooms, to name a few. The term can also be used to describe mouthfeel, such as aftertaste, coating of the tongue, and “roundness”.

Alongside these four base flavour categories, coffee professionals around the world also use flavour or tasting notes to describe coffee. These are usually selected during cuppings, and can be found printed on the majority of specialty coffee packaging.

The idea behind this is to create reference points to describe coffee flavour and aroma. This is so that roasters can communicate to consumers how a particular coffee tastes.

In turn, customers can choose between different origins, varieties, processing methods, and roast profiles to find a coffee that best suits their taste preferences. For consumers who may be less experienced, tasting notes can also be a helpful way to understand more about specialty coffee.

Bartholomew Jones is a co-founder of Cxffeeblack. He believes including tasting notes on packaging is helpful for consumers. 

“Tasting notes are an important part of the coffee experience,” he says. “They encouraged me to start drinking my coffee black.”

Matteo D’Ottavio is a coffee consultant and the 2020 and 2021 UK Brewers Cup Champion. 

“Flavour notes allow the consumer to anticipate what they will experience with a specific coffee,” he tells me.

Common challenges with tasting notes

Although they can be useful reference points, by far the biggest challenge with tasting notes is that they are subjective and largely based on the opinions of a few coffee professionals.

Moreover, resources used to identify tasting notes, like the Specialty Coffee Association (SCA) Coffee Taster’s Flavor Wheel, tend to be more relevant for those in consuming countries (mainly Europe and North America) than people in producing countries. And while localised Flavor Wheels have been developed in places such as Taiwan and Indonesia, criticisms about lack of inclusivity with flavour notes in specialty coffee still prevail.

Similarly, the more specific flavour notes are, the less accessible the coffee can become. If consumers are not able to detect the specified tasting notes that are communicated to them, they are likely to feel frustrated or disappointed that their expectations weren’t met.

Fermented flavours

With experimental processing methods becoming more and more popular in recent years, industry professionals are identifying newer and more unusual flavours in coffee.

As well as more distinct and complex aromas and flavours, experimentally processed coffees tend to have different textures, too. Oftentimes, textures and mouthfeel aren’t accounted for when identifying tasting notes. 

“From a sensory perspective, tasting notes often don’t consider mouthfeel or ‘drinkability’,” Bartholomew tells me. “They also don’t consider synergy – the way that some notes can complement one another.”

Some roasters, however, have started to include more descriptors of mouthfeel on their packaging, such as:

• Syrupy
• Well-rounded
• Tea-like
• Velvety
• Heavy
• Juicy

Bartholomew also believes that experimental processing methods can often lead to misperceptions about tasting notes – especially when they are used to develop specific flavours and aromas.

“When these processing techniques become the monolithic symbol of quality and are used to develop these ‘crazy’ flavour notes then it becomes exclusive,” he says. “You can lose a lot of people – farmers in particular – who can’t afford to produce or buy some of these more novel processing methods.”

Matteo, meanwhile, thinks more unconventional tasting notes are particularly useful when describing experimentally processed coffees.

“With the increasing use of these processing methods, we have started to experience more unusual, but at the same time, interesting flavour notes which aren’t included in the Flavor Wheel. 

“Sometimes these specific and unusual flavours can be very obvious,” he adds.

Who chooses tasting notes for coffee?

Although some producers will provide flavour notes for their coffee, it is mainly roasters who identify and choose them.

Matteo explains how the process works.

“During sample cuppings, you can form a general idea of the kinds of flavours in the coffee,” he says. “But when cupping batches of roasted coffee, you tend to refine the tasting notes to be more specific.

“As a former barista, I used to inform customers of the tasting notes – even if they weren’t identical to the ones identified by the roaster,” he adds.

The fact that tasting notes are generally identified by roasters also leads to some other issues. Chief among these is that it retains more knowledge and marketing expertise in consuming countries, rather than allowing producers to add more value to their coffee.

“Many roasters depend on these flavour notes to market their coffees,” Bartholomew says. “Much of the marketing in specialty coffee is based on novelty, which is detrimental to the overall goal of specialty coffee.”

He adds that producers need to be more included when it comes to identifying and communicating the tasting notes of a specific coffee. 

“People at origin who are growing coffee aren’t included in the conversation,” he says. “Their vocabularies or sensory reference points usually aren’t considered when roasters decide on these flavour notes, so a lot of the power lies with them.”

So, are some tasting notes just too much?

There are both clear advantages and challenges with using tasting notes in specialty coffee. But are some of them simply too much?

For instance, at the 2022 World Barista Championships, some competitors noted more unique and unconventional flavours in their coffees. Some of these included:

• Crème brûlée
• Baker’s chocolate
• Yellow cake batter
• Cream soda
• Marzipan
• Melted chocolate ice cream

Across the wider specialty coffee sector, it’s also becoming more common to see similar tasting notes on coffee packaging. This is particularly apparent with roasters in Western countries.

Given the specificity of these flavour notes, it’s important to question whether they are almost too subjective – and don’t accurately represent the flavours that consumers taste in coffee.

Bartholomew, however, argues that there is reasoning behind some of these more distinct flavour notes.

“When we put flavour on our packaging, we often refer to tasting notes that some people may consider obnoxious,” he tells me. “But for us and our community, it’s actually quite useful and referential.

“For example, we refer to flavours found in candy or carbonated, sweetened drinks, which many African Americans grew up eating or drinking,” he explains. “These communities may not have had access to fruits like persimmons or fresh mangoes when they were younger, so flavour references to consumer food brands can be helpful reference points.

“We also try to communicate the sensory experience of a specific coffee through art as well, including the colour and design of the packaging,” he adds. “All of these things can communicate to the customer how the coffee will make them feel – not just tasting notes that can be somewhat reductive.”

Do we depend on tasting notes too much?

Whether or not specialty coffee relies on tasting notes too much is difficult to answer. 

For some industry professionals and consumers, flavour notes are the most important guiding points when purchasing coffee.

“When I buy coffee, I decide based on the flavour notes,” Matteo says. “Some days I prefer more fruity coffee, whereas I want more floral flavours on other days.”

Bartholomew, meanwhile, emphasises that while tasting notes are useful, more care should be taken when communicating them with some customers.

“The same tasting notes that lead to curiosity can also be used to create elitism and exclusivity in specialty coffee,” he explains. “So far, they have been one of the biggest determining factors for what is enjoyable or desirable about a particular coffee.”

Other ways to communicate sensory profiles

Matteo points out that communication between roaster and consumer is key to understanding more about coffee flavour.

“There should be more communication between roasters and their customers,” he says. “Providing more information about coffee, even digitally, can provide consumers with different tools to have a more informed sensory experience.”

He adds that because flavour notes can change based on a number of brewing variables, roasters need to do more to explain this.

“Water quality and hardness are crucial factors, but varying water quality results in different taste experiences,” Matteo explains. “So if a consumer brews a coffee with water which is of different quality to water that the roaster used then they might extract different flavours in the cup.”

Tasting notes clearly play a pivotal role in specialty coffee consumption. It’s unlikely that roasters and consumers will stop using and relying on tasting notes any time soon, but at the same time, conversations around how we use flavour notes are becoming more prominent.

Ultimately, no matter your opinion on tasting notes for specialty coffee, communicating them more effectively – as well as including producers in the conversation – contributes to a more equitable specialty coffee sector.

Enjoyed this? Then read our article on umami flavours in coffee: What should you expect?

Photo credits: Bartholomew Jones

Perfect Daily Grind

Want to read more articles like this? Sign up for our newsletter!

The post Are tasting notes for specialty coffee going too far? appeared first on Perfect Daily Grind.

Over the past couple of decades, however, we have also seen other countries shape the specialty coffee industry as we know it today. Places like Australia, New Zealand, Japan, South Korea, Taiwan, and the US have all become pioneering forces in specialty coffee – and continue to drive innovation in the sector.

Looking at the US specifically, we can see how popular specialty coffee has become. Many high-quality coffee shops and roasters can be found across the country. Moreover, the buzz surrounding the annual US Coffee Championships is undeniable – making it one of the most exciting national Coffee Championships in the world. 

However, at the same time, larger coffee chains like Starbucks remain vastly popular among US consumers – many of whom also brew commodity-grade coffee at home, too.

In line with this, we have to ask: has US coffee culture become synonymous with specialty coffee, or does this statement not ring true?

To find out, I spoke to four coffee professionals from the US and Denmark. Read on for more of their insight.

You may also like our article on whether Nordic specialty coffee roasters are still as innovative as they once were.

A brief history of coffee consumption in the US

As with most consuming countries, coffee was introduced to the US in the 17th century. According to historians, the first mention of coffee in the US dates back to 1668 when either the British or the Dutch brought beans to New Amsterdam (now known as New York).

Coffee houses soon started to open on the East Coast, mostly in New York and Boston. Back then, however, tea was much more popular than coffee – largely thanks to British colonial influence.

But after the Boston Tea Party protest in 1773, many Americans started to drink more coffee. This was when a group of Americans threw 342 chests of British East India Company’s tea into Boston Harbor as an act of protest against high taxes on tea, as well as the trader’s monopoly of the tea market. 

In fact, during the American Revolution, it was even considered “unpatriotic” to drink tea as it was so heavily associated with British colonial powers.

Coffee becomes more affordable

Through the 19th, 20th, and 21st centuries, coffee has become a key part of the US’ food and beverage culture.

During the American Civil War, coffee was sometimes consumed by soldiers. However, at the time it was still widely considered as a drink for people of higher social classes.

Just after the beginning of the 20th century, coffee had started to become much more accessible and affordable – but at an unfortunate cost. It was during the Great Depression (which started in 1929) that food banks handed out free coffee and doughnuts.

Following this, many US consumers started to expect cheaper, more accessible coffee wherever they went. Still to this day, in almost every diner across the country, a cup of filter coffee (albeit generally of low quality) is affordable to nearly everyone.

Coffee culture in the US shifted again after the country joined the Second World War in 1941, with Maxwell House coffee issued in soldiers’ ration packs. But it was after the war ended in 1945 that brands started to market coffee in a way that appealed more to traditional nuclear families – ultimately making it a staple of almost every US household.

The power of Starbucks

In the 1970s, as more coffee shops started to open, the second wave of coffee emerged in the US. As people started to spend more time in coffee shops, they quickly became important social spaces – also known as the “third place”.

Defined by sociologist Ray Oldenburg in 1989, the third place is characterised by eight key factors, including:

• Neutral ground
• A levelling place (meaning no focus on an individual’s social or economic status)
• A home away from home
• Conversation as the main activity

By far one of the most prominent examples of this in US coffee culture (as well as in other Western countries) is Starbucks. Inspired by espresso bars in Italy, former CEO Howard Schultz sought out to capture the same atmosphere in Starbucks locations across the US.

Schultz once even stated in an interview that “Starbucks serves as a third place between home and work”. Whether he managed to replicate the essence of Italian espresso bars or not is a matter of opinion, but it’s undeniable that Starbucks changed US coffee culture forever.

Another influential figure in US specialty coffee culture is Peet’s Coffee. Founded by Dutch coffee professional Alfred Peet in 1966, the company helped shape the industry’s idea of coffee freshness – with an emphasis on shortening the time period between roasting and brewing coffee.

When did specialty coffee first emerge in the US?

The origins of the term “specialty coffee” can be traced back to a 1974 issue of the Tea & Coffee Journal. In the issue, Norwegian Erna Knutsen (who was working at a coffee brokerage in San Francisco at the time) described the coffee she traded as specialty. This is largely because she was willing to work with smaller roasters, as well as selling much smaller quantities of coffee – similar to direct trade models used today.

Along with 41 other industry professionals who also sold smaller quantities of higher-quality coffee in the US, Knutsen would later go on to form the Specialty Coffee Association of America.

Over the decades that followed, the specialty coffee sector in the US exploded.

Klaus Thomsen is a co-founder of Coffee Collective in Copenhagen, Denmark – a pioneering Scandinavian roaster.

“During the 1990s and early 2000s, the US set the benchmark for the development of the global specialty coffee market,” he says. “Of course, the popularity of specialty coffee started with Starbucks, as it essentially had consumers paying more for a cup of coffee – as well as enjoying it in a space that isn’t work or home.”

However, we need to acknowledge the key role that Nordic roasters have played in the growth of specialty coffee around the world. Since the early 1990s, Scandinavian roasters and coffee shops have been sustainably sourcing and serving high-quality coffee, and thereby shaping Nordic consumers’ behaviour.

In fact, US specialty coffee pioneer Trish Rothgeb paid tribute to the influence of Nordic roasters on specialty coffee. In an article published for the Roaster’s Guild in the early 2000s, she coined the term “third wave coffee”, and pointed to her experience working in the Scandinavian coffee industry as inspiration for the phrase.

Specialty coffee explodes in the US

Rothgeb, co-owner of Wrecking Ball Coffee Roasters in San Francisco, had an instrumental role in shaping the US specialty coffee scene. She was one of the first people – and the first-ever American woman – to become a certified Q grader following the establishment of the Coffee Quality Institute in California.

“The rise of quality-focused, local roasters and coffee shops across the US really paved the way for the development of specialty coffee,” Klaus says. “The level of growth showed how a successful business model can also focus on quality, which was inspirational to specialty coffee companies all over the world.” 

Some pioneering specialty coffee brands include:

• Stumptown Coffee Roasters in Portland, Oregon – founded in 1999 (acquired by Peet’s)
• Intelligentsia Coffee in Chicago, Illinois – founded in 1995 (also acquired by Peet’s)
• Blue Bottle Coffee in Oakland, California – founded in 2002 (acquired by Nestlé in 2017)
• La Colombe in Philadelphia, Pennsylvania – founded in 1994
• Counter Culture Coffee in Durham, North Carolina –  founded in 1995

Kosta Kallivrousis is the Sales Manager at Algrano in the US. He agrees that the US has played a huge role in the development of specialty coffee around the world.

“There is no doubt that specialty coffee culture is a modern global phenomenon,” he says. “However, specialty coffee around the world is deeply rooted in the US’ standards and protocols around quality.”

The US’ role in assessing coffee quality

Kosta explains that the US’ influence on evaluating coffee quality hasn’t always been positive.

“Our perception of coffee quality (which is one of the fundamental pillars of specialty coffee) is enforced through a cupping protocol developed by the US,” he tells me. 

“Co-opted from the US wine industry, the original 50-point quality scale included defects, which ‘punished’ coffees that weren’t clean, uniform, or sweet.

“We also borrow specialty coffee’s sensory analysis techniques from the US wine industry,” he adds. “It’s basically the idea that flavours should be ‘pure’.”

But that’s not to say that some of these standards aren’t influenced by other coffee markets.

Peter Giuliano is the Executive Director at Coffee Science Foundation, a research division of the Specialty Coffee Association.

“For a long time, the language used to describe drinks in coffee shops came from Italy,” he says. “Many US coffee companies have borrowed this language when developing different drinks, or even used it to create their own language for coffee beverages.”

The role of the US Coffee Championships

Although the idea for the World Barista Championships came from Norwegian coffee professional Alf Kramer, the US Coffee Championships are some of the most innovative and forward-thinking national competitions in the global specialty coffee industry.

Following the first-ever WBC in Monaco, the second edition of the event took place in Miami. Since then, six of the 22 competitions have taken place in the US – more than any other country.

Along with competitors from countries such as Australia, Japan, the Netherlands, Norway, and Denmark, US baristas often showcase some of the most up and coming trends in specialty coffee. This ranges from using dry ice to freeze roasted coffee to using rare coffee varieties and species in their routines.

However, Peter believes that these competitions aren’t necessarily driving specialty coffee culture in the US, but more of an indication of a wider cultural shift. 

“At the same time the national Coffee Championships were first being held in the US, the Food Network TV channel was becoming more popular,” he tells me. “This led to a more general growing interest in elevating food and beverage quality.”

So, can we equate US coffee culture with specialty?

In the most recent 2023 National Coffee Data Trends Report, the National Coffee Association found that 65% of US consumers had drunk coffee in the past day – making it more popular than bottled water.

Moreover, the NCA’s and SCA’s latest 2023 National Coffee Data Trends Specialty Coffee Report concluded that 59% of Americans had consumed specialty coffee in the past day – a 2% increase on July 2022. Despite rising inflation and higher prices, this is an indication that specialty coffee consumption is increasing in the US.

Spencer Turer is the Vice President of Coffee Enterprises.

“Today, US consumers are more adventurous with their choice of coffee,” he explains. “At the same time, coffee businesses are more willing to make better purchasing decisions, in terms of social and environmental responsibility.”

It’s evident that the US has a thriving specialty coffee culture, but does this necessarily mean that the country’s coffee sector has become synonymous with specialty?

“The US is still a driver of global specialty coffee culture,” Peter tells me. “However, in the past few years, other influential specialty coffee cultures have emerged across the world, which are very much driven by unique and localised consumer preferences.” 

He cites the revival of the whipped dalgona coffee beverage during the pandemic as an example. 

“This South Korean coffee beverage took social media by storm, and quickly influenced coffee culture worldwide,” Peter says. “In the US specifically, there was a spike in sales of instant coffee in the US, largely driven by the dalgona TikTok trend. 

“Furthermore, US coffee shops also reported massive sales increases of iced and cold drinks also driven by trends in the Asian coffee market,” he adds. “We import as many coffee market trends as we export.”

Looking to other markets

Klaus believes that innovation in specialty coffee is happening in other countries more so than the US.

“Over the past decade, specialty coffee has become such a global phenomenon,” he says. “I see more market development happening in Asia and Europe, as well as in Australia. 

“In line with this, I don’t think US coffee culture is synonymous with specialty coffee,” he adds.

Spencer agrees, saying: “The US has forged a leadership role in specialty coffee by striving to be creative and to serve high-quality coffee to the consumer.

“However, over the past few years, other countries have been driving innovation, and the US is no longer leading the global specialty coffee sector,” he adds.

Although it’s certainly safe to say that the US has one of the most prominent specialty coffee markets in the world, it’s clear that other countries are becoming increasingly influential, too.

Turning the question on its head

“In Europe, for example, coffee consumption is part of the culture, but influence is more international,” Kosta says. “Asking the question ‘has the US become synonymous with specialty coffee culture?’ might be better posed as ‘given the US’ financial and cultural investment in developing the market, why don’t we associate it with specialty coffee culture?’”

He explains that during the late 1980s and early 1990s, in a bid to increase coffee consumption among US university students, the International Coffee Organisation provided a US $1.6 million grant to the Specialty Coffee Association of America.

“The ICO could have given that grant to other countries, such as places in Scandinavia,” he adds. “Moreover, companies like Starbucks and Peets were fundamental in developing the US specialty coffee market, but in my opinion, we give them improper credit for developing the framework that we now call specialty coffee.”

There’s no denying the huge impact that the US has had on specialty coffee around the world. At the same time, however, other countries are also making their own mark on the industry.

“Whether it’s in the US or beyond, specialty coffee culture continues to be reinterpreted around the world,” Peter says. “This makes it challenging to define, yet at the same time, makes it more vibrant and interesting to explore.”

Enjoyed this? Then read our article on the history of the US coffee shop.

Perfect Daily Grind

Want to read more articles like this? Sign up for our newsletter!

The post Is specialty coffee culture dominated by the US? appeared first on Perfect Daily Grind.

Like many other competitions in the coffee sector, the WBC relies on a number of sponsors to provide equipment, products, and funding to run the event. For competitors, this means they have to use specific espresso machines and grinders, as well as any other particular products provided to them.

There are clear benefits to this. The most obvious is that bringing your own espresso machine or grinder to the competition is costly, not to mention a logistical nightmare. However, not all World Barista Championship competitors have equal access to official equipment prior to the competition. This means they must practise with different machines and grinders. 

So, does this put them at a disadvantage to other baristas? To find out, I spoke with a WBC competitor and a WBC coach. Read on to find out what they had to say.

You may also like our article on what the plant milk rule means for the future of the WBC.

What equipment does the World Barista Championship provide to competitors?

Every three to five years, the SCA announces its chosen qualified sponsors for the WBC, as well as other World Coffee Championships. The process for choosing new sponsors involves a set of rigorous standardised testing for the specific products or equipment up for selection. It’s also based on a number of different criteria set by the SCA, including:

• Testing machine performance and consistency
• The company’s capacity to provide funding and to support the WBC community
• Whether the company’s values align with the SCA’s mission

If their application is successful, a company will then have to provide the SCA with espresso machines, grinders, or other pieces of equipment to use at the WBC. In return, these brands receive promotion at the event – potentially increasing interest among the wider specialty coffee community, too.

Alongside espresso machines and grinders (which are arguably the most important pieces of equipment used at the World Barista Championship), other qualified sponsor categories include:

• Cleaning products
• Water filtration
• Plant-based beverage – a new category announced in late 2022 following the rule change allowing plant milks to be used at the competition

Qualified sponsors & equipment for the 2022-2025 season

On 12 January 2022, the SCA announced the qualified sponsors for the 2022 to 2025 World Barista Championships. The most significant changes were the new espresso machine and grinder sponsors.

In summary, the Tempesta espresso machine by Barista Attitude is the qualified espresso machine sponsor for 2022 to 2025. This machine – which is a relatively new model – replaced Victoria Arduino’s VA388 Black Eagle espresso machine.

The Mythos ​​MY75 by Victoria Arduino, meanwhile, is the qualified espresso grinder sponsor for 2022 to 2025. This model replaces Mahlkönig’s Peak and EK43 (S) grinders. While many baristas are certainly familiar with the Mythos ​​MY75, it became clear that when the SCA made the sponsorship change announcement, some people were concerned about losing the ability to use two different grinders.

However, concerns about losing the ability to single-dose coffees were resolved when Victoria Arduino designed a single-dose funnel specifically for Mythos grinders. This means competitors won’t lose the freedom to brew several different coffees in their routine.

Is the requirement to use sponsored equipment a bad thing?

Without qualified sponsors, it would undoubtedly be challenging for the SCA to host the WBC in a different country every year. In line with this, it’s clear they are a necessary part of the competition.

Moreover, supplying each competitor with the same espresso machine and grinder certainly helps to even the playing field. For the majority of competitors, bringing their own machine or grinder to the competition would be anywhere from difficult to impossible. 

However, we also need to acknowledge that not all baristas have equal access to the same equipment for training and practice.

Let’s look at both the benefits and disadvantages of using official equipment at the World Barista Championship.

The case for using sponsored equipment

There are many different espresso machines and grinders available on the market. In turn, it’s inevitable that competitors from all over the world are likely to be more comfortable with certain models. This is mostly based on their geographical location and which brands are available to them. Their budget is also a key factor if they need to invest in equipment themselves.

Junior Vargas Otero is the manager at Bean and Water coffee shop and a four-time Austrian Barista Champion.

“Using official World Barista Championship equipment helps to increase consistency in all competitors’ routines,” he says. “Using the same espresso machines and grinders on stage, as well as for training, will only serve to improve consistency, which is key at the WBC.”

Even if two different espresso machines or grinders perform to a similar standard, there will still be some subtle differences between the two. Some of these could include:

• Producing slightly different grind sizes and particle size distribution, even at a similar grinder setting
• More noticeable weight discrepancies between doses
• More variations in brew temperature, length of pre-infusion, and flow rate control

But do all competitors have equal access to the same equipment?

Realistically, not all competitors have the same level of access to official WBC equipment. For example, baristas from more economically developed countries are more likely to have access to sponsor espresso machines and grinders than competitors from less economically developed countries.

Ultimately, this could mean that some WBC competitors will be using the official equipment for the first-time ever during their routine in the first round. This could put them at a significant disadvantage compared to baristas who practised on official equipment – and who are therefore much more familiar with these machines and grinders.

Federico Bolanos is the founder of Alquimia Coffee Company and a World Coffee Championship coach. In total, he has coached three World Barista Champions, three WBC finalists and five semi-finalists, and 15 National Barista Champions.

“Competitors can technically practise on any kind of equipment and still have a shot at winning,” he says. “However, those who can practise with official WBC equipment will be able to dial in and calibrate their coffee to a higher standard.”

Junior, meanwhile, emphasises that competitors also need to focus on other aspects of their routines, which could potentially have more of an impact on performance.

“You need to choose the right coffee and focus on the overall concept of your routine,” he says. “Consistency is also key, as well as your training routine, your speech, and your movements on stage.

“Competitors should focus on mastering what they already have and already know,” he adds. “This could include scoring as high as possible in the technical category, as well as being creative in the signature drink round.”

Improving accessibility to create a more equal playing field

There has been criticism about the exclusivity and inaccessibility of the World Barista Championship for some time now. In line with this, it’s important we take into account how access to official equipment plays a key role in this conversation.

“Using the same equipment at national competitions and the WBC would be an advantage,” Junior explains. “However, national competition hosts have different sponsors, so they can only run the event with the equipment they are given.”

More training opportunities

Both Federico and Junior suggest that competitors could have more time to practise using official WBC equipment.

“Prior to the world finals taking place, there should be more time slots allocated to training at a dedicated facility,” Junior says. “That way, competitors have more time to become familiar with the espresso machine and grinders.”

Federico agrees, saying: “Perhaps qualified equipment sponsors could open training facilities in partnership with global distributors.

“This would allow competitors who don’t have access to or can’t buy the equipment to be able to train using official equipment,” he adds.

Another option could be to provide WBC competitors with more than one espresso machine and grinder at a range of price points, thereby making it more accessible.

“It would be interesting to see if having more than one equipment sponsor for the espresso machine and grinder categories could help improve accessibility,” Federico tells me. 

However, as mentioned previously, different espresso machines and grinders will perform differently. Ultimately, this means some competitors could have an advantage over others.

Other ways to improve accessibility

Alongside having access to the same equipment, Federico and Junior suggest that competitors could also use the same coffee.

However, Federico points out this would be difficult to accomplish successfully.

“It’s not an easy task to fulfil if all competitors were to use the same coffee, also roasted by the same roaster,” he tells me. 

“Competitors could also have a sponsored or certified WBC coach, or be able to present in their native language,” Junior says. “Another way to level the playing field would be to create an open service round – similar to World Brewers Cup.

“Baristas could use the same coffee, espresso machine, and grinder,” he adds. “They would be judged based on pure technical skill and workflow.”

The role of the qualified sponsors at the WBC is clearly a big part of the competition’s structure. Without them, we wouldn’t have one of the most innovative and exciting events in specialty coffee.

However, we also need to examine just how accessible this equipment is. An excellent barista should be able to adapt to different espresso machines and grinders. But in a high-stakes environment like the WBC, this isn’t always easy.

And with plenty of conversation around improving accessibility and inclusivity at the WBC, it will be interesting to see how the future of the competition changes – including the official equipment requirements.

Enjoyed this? Then read our article on whether the World Barista Championship is too exclusive & expensive for competitors.

Photo credits: Junior Vargas Otero, Specialty Coffee Association, World Coffee Events

Perfect Daily Grind

Want to read more articles like this? Sign up for our newsletter!

The post Do World Barista Championship competitors always need to practise with official equipment? appeared first on Perfect Daily Grind.

In line with this, cafés have started to use cold coffee beverages – including cold brew, coffee concentrate, and cocktails – to expand their menu offerings. However, when they do add them, coffee shops also need to ensure these drinks are profitable.

So, how can they do this successfully? To find out, I spoke to two industry experts. Read on to find out what they told me.

You may also like our article on how coffee shops can make cold brew more profitable.

Why are cold coffee drinks so popular?

In many countries around the world, cold coffee drinks are immensely popular. Recent research found that in the US, cold brew was the third most common way to prepare coffee – after drip coffee and single-serve methods, respectively.

Marcin Drzewiecki is the Senior National Account Manager at MONIN UK & Ireland.

In the UK, Marcin explains that during the summer months in 2022, iced coffee drinks were some of the most popular in the country. He adds that more than 72% of customers prefer iced lattes over other cold coffee drinks.

“Over 28% of people prefer iced cappuccinos, while some 26% of consumers opt for iced mochas,” he continues.

Younger generations in particular tend to prefer cold coffee drinks. This is largely because ready-to-drink (RTD) beverages are much more convenient for millennial and Gen Z consumers who have more on-the-go lifestyles. In fact, Mintel found that 60% of Gen Z consumers prefer RTD coffee beverages over-brewed coffee.

Similarly, consumers also believe that cold coffee beverages are a healthier alternative to sugary drinks. No doubt this helps to further drive popularity of these drinks in the specialty coffee sector.

How to make high-quality cold coffee beverages 

To meet the growing demand for cold coffee drinks, coffee shops need to ensure that these beverages are consistently prepared to a high standard.

There are many different ways to prepare cold coffee beverages. Moreover, there are also many different factors to consider when choosing which coffee to use.

For instance, medium roast profiles often have more balanced and well-rounded sensory profiles. This makes them better suited for milk-based drinks such as iced lattes or cold brew with cream.

Conversely, lighter roast profiles tend to be more acidic with brighter, fruity, and floral flavours, which are better enjoyed without milk.

Origin is another important factor to take into account. Coffees from Central and South America usually have more “traditional” flavour profiles, whereas African coffees are typically more fruity and floral. Coffees grown in Asia, meanwhile, often have more earthy, spicy, and herbaceous notes, and are therefore more full-bodied.

There also lies the question of whether you should use single origin coffees or blends for cold coffee beverages. Ultimately, this depends on which coffees you think work best – as well as which coffees customers prefer.

Many people enjoy using light roast Ethiopian or Kenyan coffees for cold brew to accentuate the fruity and floral flavours. Moreover, as brewing methods for cold brew usually result in less acidity, using these kinds of coffees can result in more balanced sensory profiles.

Some coffee shops also use single origin coffees for flash brew. This is when coffee is brewed hot over ice to “lock in” more flavour and acidity.

Blends, meanwhile, are more balanced and well-rounded. This means they typically work much better in milk-based cold coffee beverages as their flavours better complement the natural sweetness of milk.

Expanding your menu

For most coffee shops, drink development is an exciting prospect. However, the process can also be challenging, so business owners need to know where to start.

Marcin emphasises the importance of education and training for baristas to make high-quality beverages.

“For instance, the majority of MONIN’s products can be added to many drinks, but the barista needs to know how to use them,” he says. “When it comes to cold coffee beverages, coffee shops should focus on innovation, quality, and any emerging trends in the industry.

“At the same time, they also need to take consistency, speed of service, and beverage customisation into account,” he adds.

Using coffee concentrate

In recent years, more and more coffee shops have started using coffee concentrates as bases for cold beverages. Coffee concentrates are essentially extracts which are diluted (with either water or different milks) according to taste.

One of the most popular ways to use coffee concentrate is to make a base for cold brew. For instance, Marco’s ColdBRU system can produce coffee concentrate in less than three hours, which means coffee shops can serve cold brew more efficiently. Moreover, systems like the ColdBRU achieve consistent results of 19% extraction levels and 4% total dissolved solids (TDS) levels, so coffee shops can get the most out of their coffee.

Beyond this, coffee shops can also use concentrate as a replacement for espresso.

“A ‘shot’ of coffee concentrate – which can be dosed directly from font systems like Marco’s POUR’D Concentrate – can be used as an alternative to espresso for iced and blended coffee drinks,” Marcin explains.

With enough counter and storage space, offering a range of syrups and flavourings can be an effective and profitable way to diversify your cold coffee beverages. This is especially true considering the growing number of consumers who opt to customise their drinks, including different kinds of milk.

However, it’s essential that baristas know which syrups and flavourings work best with particular coffees. For example, you can pair more delicate-tasting syrups, such as lavender or rose, with lighter roast profiles. This ensures that the flavours of the syrup don’t overpower the coffee.

Knowing which syrups and flavourings to use

Alongside this, you should also offer a core set of syrups which are popular with customers throughout the year. These include:

• Caramel
• Vanilla
• Hazelnut
• Cinnamon

“Recently, more innovative flavours have been appearing on the market, such as strawberries & cream, pistachio, and candy floss,” Marcin tells me. “We expect to see more co-branded confectionery flavours launching soon, too.”

As well as flavours which appeal to consumers year-round, seasonal flavours can also help create a successful cold coffee beverage menu. Some examples of these include:

• Pumpkin spice
• Peppermint
• Gingerbread
• Olive oil – which has become increasingly popular in recent months

Although offering syrups and flavourings is a great way for coffee shops to expand their menu items, they also need to make sure that they remain profitable and minimise waste.

Using specific syrup measurements is key to this. But coffee shops can also invest in equipment which dispenses these ingredients more consistently.

Steven Plumridge is the European Account Manager at Beyond the Bean, which manufactures Sweetbird products.

“You can programme Marco’s POUR’D system with up to two different flavoured Sweetbird syrups,” Steven says. “This helps to enhance the customer experience and provides them with more choice.”

Systems like the POUR’D can also be used to dispense syrups, as well as other products such as sparkling water, to create a range of beverages. These can include lemonades and iced teas.

Coffee cocktails and mocktails

It’s been hard to ignore the growing popularity of coffee cocktails and mocktails in recent years – largely driven by competitions like the World Coffee in Good Spirits Championship and Coffee Masters.

By adding coffee cocktails and mocktails to your menu, there is potential for your coffee shop to also function as a bar or an evening space.

There are many ways to combine coffee with spirits and liqueurs (as well as non-alcoholic options). Popular alcoholic beverages made with coffee include the espresso martini and Irish coffee.

“You can even use coffee concentrates to create alcoholic blended cocktails,” Marcin says. “However, coffee shops of course need to first make sure they have a licence to serve alcohol.”

Invest in high-quality equipment

While offering more cold coffee beverages is a great way to diversify your menu, it’s important to also invest in equipment which helps you to prepare and serve these beverages as efficiently as possible.

“You can increase the speed and simplicity of serving these drinks by using high-quality equipment and concentrated beverage bases, such as coffee, tea, and lemonade,” Marcin explains.

There are many solutions available, but countertop beverage dispensing systems can be a useful way to consistently prepare cold coffee drinks.

“The Marco POUR’D system dispenses a set amount of beverage based on up to three preset recipes,” Steven tells me. “This ensures that every drink tastes the same.”

Moreover, font systems can also help to increase speed of service without impeding barista workflow or comprising beverage quality. For instance, the POUR’D is available as either a coffee concentrate or RTD dispensing solution, which means baristas can quickly prepare and serve a range of drinks.

“The POUR’D is easy to set up and maintain,” Marcin says, “With the right ingredients, it can help you to add new and exciting cold coffee beverages to your menu, and minimal training is required to use it.”

Why should you offer a range of cold coffee drinks?

Many coffee shops are looking for new ways to attract and engage customers – and cold coffee beverages are a big part of this.

“In certain countries over the past few years, we have seen a decline in hot coffee beverage sales,” Marcin tells me. “Sales of coffee cold drinks are certainly rising.

“Cold coffee drinks are now a must-have on every café menu,” he adds. “Millennials and Gen Z consumers with high disposable incomes are looking for exciting and innovative drinks with new flavours, colours, and textures, and cold coffee drinks are included in this.”

Moreover, diversifying your menu options can also help improve your profit margins. By using high-quality ingredients, such as coffee concentrate or syrups, you can make a wider range of beverages using the same products.

In line with this, investing in automated font systems can improve labour costs, as staff have more time to focus on other tasks.

“Ultimately, menu diversification adds value to your business and enhances the customer experience throughout the year,” Steven concludes.

It’s fair to assume that cold coffee beverages will continue to remain popular in the years ahead. In light of this, coffee shops and other hospitality businesses need to capitalise on this beverage category in the best possible way.

By investing in efficient brewing and dispensing equipment, as well as using high-quality coffee and ingredients, coffee shops can expand their menus in a profitable and successful manner.

Enjoyed this? Then read our article on how coffee shops can use coffee concentrate.

Photo credits: Marco Beverage Systems, MONIN UK & Ireland

Perfect Daily Grind

Please note: Marco Beverage Systems is a sponsor of Perfect Daily Grind.

Want to read more articles like this? Sign up for our newsletter!

The post How can coffee shops use cold coffee drinks to diversify their menu? appeared first on Perfect Daily Grind.

There are many reasons why building trust is essential, but perhaps the most crucial is that it increases brand loyalty. Customers who trust a company are far more likely to continue buying its products and recommend the brand to other people.

To understand why trust is so important for coffee businesses, I spoke with Christos Sotiros, Category Executive & Master Barista at Nestlé Professional, and Anthony Douglas, 2022 World Barista Champion and training manager at Axil Coffee Roasters. Read on for more of their insight.

You may also like our article on whether specialty coffee consumers actually want to be more connected to farmers.

What does “trust” really mean?

In PwC’s 2022 Consumer Intelligence Series Survey on Trust, the accounting firm found that a staggering 91% of US consumers would continue to buy products or use services from a company that gained their trust. Moreover, 14% of people surveyed said they would buy “significantly more” products from a brand that they trust.

The same study shows that a lack of trust can be a deal-breaker for many consumers. In fact, 44% of people surveyed stopped buying from companies that they don’t trust.

Another study conducted by Zeno in 2020 revealed that consumers were four to six times more likely to buy from companies with a “strong brand purpose”, as well as trust and champion them as brands.

However, what does “trust” really mean, especially in the context of the coffee industry?

In simple terms, trust is the belief that a customer has in a business to deliver on its purpose. Furthermore, when a consumer trusts a brand, they have faith that the company operates with their best interests in mind – including manufacturing and selling quality products or providing excellent service.

Christos explains for coffee shops and roasters, maintaining coffee quality and demonstrating care and attention to detail are an essential part of building trust.

“Along with great customer service, coffee businesses need to add value to their products,” he says. “Specialty coffee consumers are looking for high-quality coffees that are both traceable and sustainable.”

Forging trust between baristas and consumers

In many cases, building trust between a coffee brand and its customers is largely the responsibility of the business owner. 

However, during his winning 2022 World Barista Championship routine, Australian barista Anthony Douglas focused heavily on why building trust between baristas and customers is so important.

“A big part of trust is delivering on expectations,” Anthony explains. “The World Barista Championship is a great platform for coffee professionals to develop these skills.

“After all, a big part of the WBC score sheet is based on whether or not the judges experienced the same flavours and service as you said they would,” he adds.

In his routine, Anthony mentioned that in order for customers to understand and appreciate the full extent of specialty coffee, sensory experiences need to match the expectations that the industry sets.

“A customer’s experience in a coffee shop needs to be reflective of green coffee quality, processing techniques, roasting, and method of brewing,” he tells me. “The more that baristas can represent this level of quality, the easier and more motivating it is for customers to expand their knowledge of specialty coffee.

“At the core, consumers are looking for their expectations to be met,” he adds. “When their expectations are met or exceeded, it creates trust and comfort, and opens people up to be more curious and to explore.”

How can lack of trust have a negative impact on coffee businesses?

A lack of consumer trust can have a number of negative effects on a coffee company. Perhaps the most obvious is that a customer may decide to start buying from other competing brands.

If people don’t feel as though a coffee shop or roaster can meet certain standards and requirements, it’s likely that they will look for other alternatives.

Moreover, a lack of trust can also damage a coffee company’s reputation. Social media has made it easier than ever for customers to share details of their experiences with companies, whether good or bad.

If a coffee business loses the trust of customers, they’re more likely to post negative reviews or comments online, which can deter other people from purchasing their products.

Accounting for different needs and expectations

Anthony tells me that he has been working at Axil Coffee Roasters since 2013, and has seen just how important consumer trust is for a coffee business.

“When there is a lack of trust between customers and a coffee business, it closes people off,” he says. “It also makes it harder to deliver a great experience as the customer is already in a negative frame of mind, and it ultimately reduces the incentive to return to the coffee shop or roaster. 

“One of the best ways to build trust is to create sensory and customer experiences which accurately reflect the quality of the coffee you’re serving,” he adds.

Clear and concise communication between baristas and customers is key to creating a positive experience, and indicating to consumers what they can expect from their coffee in terms of flavour, quality, and mouthfeel.

However, baristas need to acknowledge that each customer is different, and will therefore have different needs and expectations. These are often informed by:

• Age
• Personal preferences
• Cultural background (for example, when it comes to customer service, Italian consumers are likely to have very different expectations to US coffee drinkers)
• Interest in and knowledge about specialty coffee

By accounting for these differences, baristas are able to gauge a customer’s needs more accurately and effectively.

“We have seen significant differences in coffee drinking habits between different countries, cities, and consumer lifestyles,” Christos tells me. “Targeting specific age groups with particular menu items could have a positive impact on coffee shops.”

For example, research has shown that younger demographics tend to value more premium and sustainable coffee products, while older consumers are more “traditional” coffee drinkers.  

Furthermore, convenience is also key for many consumers, so offering high-quality ready-to-drink beverage options can help to retain customer loyalty.

Building trust on expectations

As a coffee business owner, it’s important to understand that customers already have a set of expectations when they walk into a café or choose to purchase a product. It’s vital to meet these expectations, but it’s even more important to exceed them whenever possible.

First and foremost, however, it’s crucial that coffee business owners ensure that their employees are in agreement with the company values. According to a Harvard Business Review study, people working at “high-trust” companies reported 74% less stress, 50% higher productivity, and 29% more satisfaction with their lives overall.

Ultimately, creating an internal culture of trust helps to extend this to the customer experience. When baristas and other employees feel more valued and respected, they are likely to perform better at their job – meaning that they provide better customer service.

Price is another key point to consider when it comes to building trust. Generally speaking, customers expect to get what they pay for, so if a cup or bag of coffee has a more premium price, they will expect to receive a higher-quality product.

In line with this, specialty coffee shops and roasters need to make sure that their prices reflect the quality of the products they sell, as well as the quality of the experience they are providing.

The role of the barista

A large part of a barista’s job customer-facing. Anthony explains that this means the responsibility of building trust with the consumer largely lies with them.

“If the ultimate goal is to build trust and deliver on expectations, then more emphasis needs to be placed on moulding those expectations accurately in the first place,” he says. “For example, a barista can develop their skills to taste and describe coffee flavour and quality, so that they can better convey this information to other staff members.

“In turn, these staff members can then better educate consumers with informational cards and recommendations on how to drink certain coffee beverages,” he adds. “I see this being a much bigger focus in the years to come, and I look forward to seeing how creative coffee brands will be with these efforts.”

It may seem simple, but building trust with consumers is essential to any direct-to-consumer coffee business – whether they’re a coffee shop, roaster, or equipment manufacturer.

By taking the time to understand the unique expectations of different types of customers – and aiming to exceed these expectations – coffee companies have a much higher chance of improving brand loyalty and forming long, trusting purchasing relationships.

Enjoyed this? Then read our article on why specialty coffee must remember that convenience is everything.

Photo credits: Melbourne International Coffee Expo, World Coffee Events

Perfect Daily Grind

Want to read more articles like this? Sign up for our newsletter!

The post Why do specialty coffee brands care about consumer trust so much? appeared first on Perfect Daily Grind.

This is a major issue for both coffee businesses and consumers. As many coffee shops and roasters have to absorb some of these rising costs – tightening already slim profit margins – their customers have started paying higher prices, too.

Moreover, with fluctuations in inflation rates and food and energy costs in recent months, is it likely that consumers will have to keep paying higher prices for specialty coffee?

To find out, I spoke to two European roasters. Read on to find out what they had to say.

You may also like our article on whether coffee roasters should add robusta to blends if arabica prices increase again.

The impact of rising costs on coffee businesses

For months now, inflation rates have been rising around the world, driven largely by increases in the cost of two things: food and energy.

This is mainly attributed to the lingering effects of the pandemic and conflict in Ukraine, the latter of which began more than a year ago. As a result of this increased pressure, coffee shops and roasters have been dealing with a sharp increase in prices.

Rob Berghmans is the founder of Caffènation, a specialty coffee roaster which operates several locations in Belgium and one in the Netherlands.

“In recent months, the price of milk increased by 20%, staff wages rose by around 10%, and energy costs went up significantly,” he says. “However, although there have been a lot of price increases recently, not all of them are having such a big impact. 

“We had to increase the price of our coffee by an average of €3 (US $3.82) per kilogram,” he adds. “The average increase in the price of our green coffee was higher, but we managed to order larger volumes of coffee and save money on shipping.”

Although a price increase of €3 per kilogram of roasted coffee appears quite high, Rob explains that it’s only a small price increase per cup of coffee.

“Generally speaking, you can make around 100 cups of coffee with 1kg of roasted coffee, which equates to a 3 cent increase per cup,” he tells me.

Price and quality

Scott Tedder is the head roaster and a green coffee buyer at Bonanza Coffee in Berlin, Germany. He tells me that despite prices for green coffee remaining volatile in recent months, higher prices don’t always reflect higher quality.

“We’re used to paying higher premiums for higher-quality coffees, but now it seems as though quality isn’t necessarily going up, while prices increase significantly,” he explains.

Scott adds that it can be difficult to effectively communicate these price increases for both wholesale clients and end consumers.

“We have had to increase both our wholesale and cup prices,” he says. “The price per cup of coffee doesn’t need to be increased so much because of the amount of coffees you can make from 1kg of roasted coffee, however, we had to increase our wholesale and retail prices more significantly.”

How can coffee shops absorb costs?

Consumers are clearly paying more for a number of food and beverage products – including specialty coffee. However, without many coffee businesses (especially smaller chains and independents) absorbing costs, prices would be even higher.

For any business, absorbing costs essentially means that they bear the brunt of a price increase, rather than passing it along to the end consumer.

Scott explains how Bonanza has been able to absorb rising costs.

“Thankfully, we have a fairly large variety of coffees on offer, which range from more high-end lots to larger volume and more affordable lots,” he tells me. “In turn, we can absorb some profit losses in different ways – largely based on the volume of different kinds of coffee we sell.”

However, Scott adds that cost absorption on a more long-term basis isn’t always sustainable.

“Sometimes we do need to raise prices,” he says. “We take the hit where we can, as everyone across the supply chain does, however, the bottleneck lies at the end with the final customer. 

“Having to communicate that is an issue, but in comparison to other industries where prices also rise, customers are generally more understanding,” he continues.

How do price increases affect consumer behaviour?

Even with clear and transparent communication with customers about why prices are increasing, coffee businesses can still face difficulties if prices rise too much.

The most important question for specialty coffee shops and roasters is whether price increases will deter customers from purchasing their products and visiting their businesses. 

“Any increase in price will surely lead to a change in consumer behaviour,” Rob says. “Maybe they will become more price conscious, which means that coffee shops may need to focus on being more affordable than their competitors.”

However, despite the price of a cup of coffee increasing in recent months, it’s clear that coffee consumption isn’t slowing down. For instance, in its most recent National Coffee Data Trends report, the National Coffee Association found that coffee is the most consumed beverage in the US.

“Around the world, the price of many things is rising, so I think it’s only normal that the price of a cup of coffee is also going up,” Scott says. “For many people in certain countries, coffee is an ‘essential’ purchase, so an extra few cents per cup doesn’t have that much of an impact on them.

“We see a more noticeable change in consumer behaviour in countries where wages aren’t as high, so similar price increases will be more significant for these consumers,” he adds. “In Berlin, for example, [which is a more economically-developed city], some people were surprised that it took us so long to finally raise our prices.”

Are price increases for consumers fair?

Whether or not coffee shops raising prices for consumers is fair isn’t a simple question to answer. Scott believes that first and foremost, businesses need to ensure their customers understand exactly why costs are increasing.

“Communication is key,” he says. “In some cases, consumers have to pay more for coffee, and they need to understand why. 

“When you go to larger coffee chains and see the prices that their consumers pay for a single drink, I think the higher prices that specialty coffee shops charge are justified,” he adds.

However, for customers who have lower disposable income, any kind of price increase is sure to make it more difficult to continue buying coffee. 

At the same time, roasters need to also ensure that producers receive a fair price, as well as dealing with increasingly complex logistics in the supply chain. Ultimately, it’s about achieving some kind of balance – even if everything is getting more expensive.

Maintaining coffee quality

Scott explains that one of the most important factors for roasters and coffee shops to consider is paying and charging fair prices, as well as ensuring coffee quality is maintained or increased.

“It’s frustrating to see prices of some coffees almost doubling, while the quality doesn’t increase as well,” he says. “We have unfortunately seen some producers who have simply stopped producing high-quality lots we were buying because the costs are too high.

“Instead, they sell their coffee to local co-operatives [because it’s more financially secure for the producers],” he adds. “Being able to pay premium prices so that producers are able to invest more in their coffees is important to specialty coffee.”

For coffee shops and roasters around the world, avoiding price increases has now become impossible. And although the price of a cup of coffee has certainly increased in recent months, it’s not clear how much further it could rise.

At this point in time, interest in specialty coffee remains strong despite inflationary pressure. However, if this upward trend was to continue and outpace other price increases in major consuming markets – things could certainly change.

Enjoyed this? Then read our article on how coffee roasters can reduce costs.

Photo credits: Bonanza Coffee, Bogenna Ivana

Perfect Daily Grind

Want to read more articles like this? Sign up for our newsletter!

The post Will consumers keep paying higher prices for specialty coffee? appeared first on Perfect Daily Grind.

Thanks to its rapid economic growth, Dubai has played a key role in driving the country’s specialty coffee sector forward. In particular, the city’s large expat population has helped drive innovation among its specialty coffee scene. In turn, it seems more and more international coffee companies are looking to invest in Dubai for a number of reasons.

This leads us to a pertinent question: is Dubai becoming the specialty coffee hub of the Middle East? And if so, what does this mean for the wider Middle Eastern coffee market?

To find out, I spoke with Cleia Junqueira, a coffee professional and consultant based in Dubai, and Nooran Albannay, CEO at Coffee Architecture and 2023 UAE Barista Championship finalist. Read on for more of their insight.

You may also like our article on what it’s like to be a specialty coffee barista in the Middle East.

A history of coffee in the Middle East

Before we take a look at the growing specialty coffee sector in Dubai, we first need to briefly look back at the history of coffee in the Middle East.

The region has one of the oldest coffee cultures in the world. Up until the 18th century, the port city of Mokha in Yemen was the biggest global coffee marketplace.

“It was in the Middle East that coffee was given the name we all know today, derived from the Arabic word ’qahwa’,” Cleia says. “The trade and consumption of qahwa (or gahwa) then spread throughout the Middle East and Europe.”

In turn, as trade and production of coffee increased, many coffee houses started to open across the Middle East – including in the UAE.

Coffee houses had – and still have – a great deal of social and cultural significance in the Middle East. At these places, people meet to discuss a number of social, political, and economic issues.

Moreover, Nooran explains that coffee is often a staple of many households in the Middle East. 

“Many households in the UAE brew gahwa in the morning with family before going to work,” she says. “We then usually prepare coffee again for visitors and friends in the afternoon, which we typically serve with dates.”

Qahwa vs specialty

The Middle East’s rich coffee culture means that qahwa and other traditional ways of drinking coffee are still popular in the region. However, at the same time, there is evidence that the specialty coffee market is growing in certain countries, such as the UAE. According to the UAEs Ministry of Economy, there are some 4,000 coffee shops in the country. 

Although not all of these cafés can be considered specialty, demand for higher-quality coffee is certainly on the rise.

Dubai has been a focal point of this growth, most notably because of its international travel links. Throughout the 1990s and early 2000s, several large coffee brands opened stores in the city – including:

• Costa Coffee
• Starbucks
• Dunkin’

The emergence of specialty coffee

In the last 20 years in particular, we’ve seen a rush from specialty coffee brands – both domestic and overseas – to launch in Dubai.

“[In the early 2000s], Coffee Planet, Raw Coffee, Easternmen & Co, Boon Café, the Specialty Batch, Stumping Grounds and Mokha 1450 were some of the core roasters and coffee shops which helped to pave the way for more specialty coffee businesses in the region,” Cleia tells me.

Nooran explains that Dubai’s specialty market began to expand and diversify in the early 2010s. 

“Dubai’s specialty coffee market started to really grow around early 2014,” she says. “In the beginning, it was geared more towards educating people who were interested in specialty coffee, rather than a more commercial focus, or exploring different flavour profiles and varieties.”

Moreover, many “luxury” global beverage categories are often alcoholic. However, with the consumption of alcohol restricted in many parts of the Middle East, there isn’t a wealth of higher-end beverage options in the region – including in Dubai. In turn, more people are drinking specialty coffee.

Nooran adds that the pandemic also shaped people’s interest in specialty coffee. 

“Many people decided to buy espresso machines and other brewing equipment so they could make their own coffee at home,” she says.

Why is Dubai such an attractive market for specialty coffee businesses?

Against the backdrop of the Emirati coffee market’s explosive growth, we can see that Dubai plays a key role – especially for international businesses looking to enter the Middle East more widely.

This can largely be attributed to the opening of the Dubai Multi Commodities Centre (DMCC) in 2002 – the UAE’s largest free-trade zone which serves as a commodities exchange. 

Cleia explains that the DMCC’s 7,500 square metre Coffee Centre has also helped to consolidate Dubai as a major trade hub for coffee in the Middle East. 

“Dubai has a history of trade, so the DMCC Coffee Centre is having a big impact on how coffee businesses operate in the region,” she tells me.

The centre provides full solutions to companies looking to launch their own coffee brand. This includes sourcing and roasting coffee, as well as warehousing and packaging solutions and a barista training facility. 

Effectively, this makes it much easier to open a coffee business in the UAE. For example, the logistics of opening a coffee business are also streamlined in Dubai, making it a very attractive market for overseas companies to enter.

According to the Business Registration and Licensing sector in Dubai’s Department of Economy and Tourism, there are around 615 coffee trade companies in the city. Furthermore, in 2021, there was a 148% year-on-year increase in the number of licences issued – a strong indication of growth.

However, that’s not to say that Dubai’s specialty coffee sector, as well as the wider UAE, isn’t highly competitive. But if international coffee companies are able to succeed, they can also gain entry to other markets in the Middle East – some of which are showing signs of explosive growth, too.

Specialty coffee events in the country

Since the opening of the DMCC and the growth of the branded coffee market in Dubai, the city has hosted several prominent industry events. Most notably, the first-ever World of Coffee (WoC) Dubai was held in January 2022, which attracted more than 6,600 attendees.

Following the success of the first event, the second WoC Dubai took place in January 2023 at the Dubai World Trade Centre. With over 10,000 people attending the expo and more than 200 exhibitors, the event is a clear indication that Dubai plays a key role in the Middle Eastern specialty coffee market.

“These kinds of events are crucial to Dubai’s coffee market,” Cleia explains. “They also help to show the level of innovation that is happening in the UAE coffee sector.”

This year’s WoC Dubai also hosted the 2023 UAE National Barista Championship, with winner Mariam Erin going on to represent the country at the World Barista Championship in June.

“I attended 2023 WoC Dubai and placed third in the National Barista Championship,” Nooran tells me. “It was great to see so many farmers, roasters, coffee shops, and competitors connecting over a shared passion for coffee.”

How could Dubai influence the future of the Middle Eastern coffee market?

It’s impossible to ignore how instrumental Dubai has been – and continues to be – in the growth of the Middle Eastern specialty coffee sector. But just how much influence could it have in the years to come?

Well, firstly, it’s clear that the UAE’s specialty coffee market is showing no signs of slowing down. According to data from Project Café Middle East 2019, 88% of industry leaders believe that there is more growth potential for the UAE branded coffee market. 

Moreover, three-quarters of industry leaders agree location is a key factor for success in the market, but note that increased competition is the main challenge for branded coffee businesses in the UAE. There were an estimated 9,084 branded coffee shops in the Middle East in 2019, with more surely to have opened over the past four years.

Entry into other markets

Cleia explains that if coffee businesses are to find success in Dubai, there is a higher chance of doing the same in other Middle Eastern markets – including Saudi Arabia.

“If you have a solid business plan, you can replicate and adapt to the Saudi Arabian coffee sector,” she says. “If you can do this effectively, you have a good chance of success.”

Over the last few years, Dubai has established itself as an innovative, disruptive centre for specialty coffee in the Middle East.

By positioning itself as a trade hub for coffee and a gateway for overseas coffee business, it remains an appealing market to enter for brands looking to expand internationally. And while the competitive nature of the market is understandably a concern, it will clearly play a key role in shaping Middle Eastern specialty coffee culture in the future.

Enjoyed this? Then read our article on qahwa coffee and how you prepare it.

Photo credits: Specialty Coffee Association, Coffee Architecture 

Perfect Daily Grind

Want to read more articles like this? Sign up for our newsletter!

The post Is Dubai becoming the specialty coffee hub of the Middle East? appeared first on Perfect Daily Grind.