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2007 United States Barista Championship at SCAA

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WHO’S SERVING YOU THAT DAILY CUP OF JOE?

SURVEY REVEALS AMERICANS DIFFER WIDELY ON THE ANSWER:
Barista, Barrister, Bartender, Burrito Lover, Among the Responses

KRUPSUSA Press Release

MEDFORD, MA, April 30, 2007РFew can argue that the American coffee culture is more sophisticated than ever. From Macchiatos and Lattes, to a Caf̩ Mocha or Espresso con Panna, espresso drinks have become commonplace. That said, the robust vocabulary associated with this high-energy movement might not yet have caught up with the trend.

A recent online survey conducted by Krups, the coffee experts and sponsors of the upcoming 2007 United States Barista Championship, revealed some interesting results. A national sample of 2,000 Americans* were asked, “What is a Barista?” Out of the five possible responses they were provided, approximately 1/3 of the coffee crazed Americans did indeed know that it is a barista who prepares and serves that cup of joe every morning.

As for the rest of the country, the results to the question “what is a barista?” were a bit more colorful:

= 11% reported it was a lawyer from England
= 7% thought it was someone who prepares alcoholic beverages
= 6% said it was a fashionable garment
= 1% reported that it was a person who loves burritos
= 41% said they did not know

Coffee loving Americans will have their chance to consume vast amounts of knowledge about baristas at the United States Barista Championship, held in Long Beach, California, May 4-7. Krups will host the Championship for the third consecutive year.

Baristas from across the country will compete in a variety of events in hopes of becoming the 2007 US Barista Champion. Challengers will race through a maze of judges and photographers while maintaining composure as they prepare and serve four coffee drinks including an original signature creation within a 15-minute timeframe. Judges will focus on station cleanliness, taste, beverage presentation, technical skills and total impression. The winner will receive a trophy, $1,000 cash and an all-expense paid trip from his or her hometown to the World Barista Championship in Tokyo, Japan. The top three finalists will go on to the World Championship held July 31 – August 2, 2007.

As the coffee experts, Krups endeavors to assist the at-home barista master the art of preparing the perfect cup of coffee, espresso, cappuccino – with the right machine and a few easy tips, anybody can be a barista!

For more information about Krups and Krups products, please visit www.krupsusa.com
For more information about the Specialty Coffee Association or the upcoming United States Barista Championship, please visit www.scaa.org
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* Survey respondents balanced by age, gender and region. Survey conducted by Boston-based, Guideline Research.

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Contact:
Jennifer Gear
jennifer@cogentpr.com
Cogent Public Relations
781-937-3670

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