BRITA puts up cash for Coffee Master challenge

Miles Dawson, Brita Professional

BRITA Professional is challenging visitors to this year’s London Coffee Festival to take part in a special ‘Coffee Masters’ battle.

The on-stand challenge, which mirrors the ‘cupping’ discipline of the Coffee Masters, will see visitors taste four coffees and attempt to identify them correctly within a strict time limit.

With only memory and taste to rely on, it’s the ultimate sensory test; the winner will walk away with a cash prize of £500.

Miles Dawson, sales director of BRITA Professional (pictured), says: “Our challenge is really going to make people stop and think about what goes into making the perfect cup of coffee – and have a bit of fun too. Cupping is one of the most intense elements of the Coffee Masters – testing the baristas ability to understand taste and identify different profiles.

“Cupping highlights all the different factors that influence the taste in the cup and water is one of the major ingredients – it makes up to 98% of a black coffee after all. Just like the other components in a brew recipe, it has a significant impact on the flavour, aroma and mouthfeel of each coffee.”

The competition will run on the BRITA stand throughout the festival, which takes place from 7-10 April.

BRITA is the official water sponsor of the show and will be providing SCAE specification water for specialty coffee, as well as ensuring both competitors and exhibitors have optimum water throughout the festival.

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