2017: NEW DISCOVERIES, NEW VICTORIES THE TRADE THAT MADE THE NATION – 150 YEARS OF CEYLON TEA HOT DRINKS 2017: KEY INSIGHTS
2 (138)’2017
RUSEXPO 15–17 MARCH 2018 MOSCOW
V Russian Coffee & Tea Exhibition
General sponsors
Official sponsors
Partner
Organizer
For free ticket use promocode FREETICKET2018EX on the website
With support
Founder INTERNATIONAL TEA HOUSE
contents
№ 2’2017
№ 2‘2017 Publisher INTERNATIONAL TEA HOUSE Editor-in-Chief RAMAZ CHANTURIYA Deputy Editor-in-Chief SVETLANA BELIKOVA Computer-Aided Design NIKOLAI ZHILTSOV Advertising Director JULIA CHANTURIYA
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Advertising Manager DARIA BELOUSOVA Promotion Manager SVETLANA KRUTCKIH
30 Tea Masters Cup in different countries
ICO’s New Executive Director
Subscribtion Manager OLGA BABAEVA
THE EDITORIAL BOARD Chairman of the Editorial Board R.O. CHANTURIYA, General Director, Rusteacoffee Association
Members of the Editorial Board S.G. BELIKOVA, Ph.D. Deputy Editor-in-Chief, Coffee&Tea in Russia Editorial Board Secretary
S.V. DIKHTIAR, Director, Institute of Hospitality and Tourism, RUDN University
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A.V. ELSON, General Director, KLD Coffee Importers
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S.V. KASIANENKO, Chairman, Board of Directors, Orimi Trade Group of Companies
World of Coffee Budapest ends on a high
The selfless flower
A. MALCHIK, Chief Executive Officer, Montana Kofe
M. PEIRIS, International Tea Committee
D. SHUMAKOV, Head Judge and Member of the Tea Masters Cup Organizing Committee
I.A. SOKOLOV, Ph.D. in History
2 CALENDAR OF EVENTS NEWS
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V.A. TUTELIAN, Scientific supervisor of the Federal State Budgetary Institution of Science Federal Research Center for Nutrition and Biotechnology, Member, Russian Academy of Medical Sciences
A.K.WAGNER
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Founder and Leader of the Project Chaism.pro
Editorial Address: Russia, 123060, Moscow, Berzarina str., 36, building 2, of. 214 tel./fax: +7 495 935-87-07 Email: magazine@coffeetea.ru, www.coffeetea.ru
OOO Tipografy
Coffee & Tea International magazine has been included in the VINITI (All Russian Institute of Scientific and Technical Information of the Academy of Sciences Vserossiisky Institut Nauchnoi i Tekhnicheskoi Informatsii (VINITI)) list of synopsis journals and the institute's data base. Information about the magazine will be annually published in the «Ulrich's Periodicals Directory», international handbook of periodic magazines and ongoing publications. Coffee & Tea International is an appendix to the Coffee & Tea in Russia magazine.
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– advertising materials
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2017: New Discoveries, New Victories
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The 4th Tea Masters Cup Russia 2017
Greenfield and Jardin at SPIEF
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Brazilian Jose’ Dauster Sette Appointed as ICO’s New Executive Director
Singapore Has Joined Tea Masters Cup in the New Season!
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Tea Championship and Art: Following the TMC Belarus in Minsk
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Anuga 2017: Very Good Registration Figures 4 weeks Before the Opening of the Fair
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Tea Masters Cup Australia & New Zealand – Champion Announcement
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Russian Best Barista Gathered on Russian Barista Days Again!
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Tea Masters Cup Georgia 2017
PR-NEWS
Printed in
Distributed worldwide among coffee and tea producers, wholesale companies, shops, and restaurants. Printed in Russia. According to the registration certificate of mass media ПИ №777213 from 30th January, 2001. Reprinting of materials is allowed only by permission of the magazine. The reference to the magazine «Coffee and tea in Russia» is obligatory. The editors don't bear any responsibility for reliability of data placed in advertising blocks or announcements. The editor's point of view may not coincide with the author's point of view. All provided materials will not be returned or reviewed.
HORECA
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Coffee Conquers the World and Comes out in Force at HostMilano
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The Trade that Made the Nation – 150 Years of Ceylon Tea
REVIEW&STATISTICS
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Global Soluble Coffee Market: Current Trends and Prospects for Development Hot Drinks 2017: Key Insights
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TMC Czech Republic Already Comprises Competitions in 2 Categories Tea Masters Cup Italy TMC Spain Tea Masters Cup is going to China! World of Coffee Budapest Ends on a High
MONITOR
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The Selfless Flower
CALENDAR OF EVENTS July – December 2017
All materials are provided by support of WWW.COFFEETEA.RU
18–20 August 2017
7–10 October 2017
Russian Barista Camp 2017
Anuga
Country: Russia City: Bryansk Company Page: www.facebook.com/groups/1177782068944370/?fref=ts
Country: Germany City: Cologne Company Page: www.anuga.com
11–14 September 2017
20–24 October 2017
WorldFood Moscow
HOST 2017
Country: Russia City: Moscow Company Page: www.world-food.ru/ru-RU/
Country: Italy City: Milan Company Page: host.fieramilano.it/ru
26–28 September 2017
14–16 December 2017
Tea&Coffee World Cup Asia
International Coffee & Tea Festival
Country: Singapore City: Singapore Company Page: www.world-of-coffeeandtea.com
Country: UAE City: Dubai Company Page: www.coffeeteafest.com
EVENTS OF THE MAGAZINE TEA AND COFFEE IN RUSSIA in 2017 – 2018
All materials are provided by support of WWW.COFFEETEA.RU
11–14 September 2017
15–17 March 2018
Tea Masters Cup Moscow
Russian Barista Days/ Coffee&Tea Russian Expo 2018
Country: Russia City: Moscow Company Page: www.teamasterscup.ru
Country: Russia City: Moscow Company Page: www.baristabattle.ru
25–30 September 2017
15–17 March 2018
Tea Masters Cup International 2017 7th International Tea Forum and Expo
Tea Masters Cup Russia
Country: China City: Enshi Company Page: en.cccfna.org.cn
Country: Russia City: Moscow Company Page: www.teamasterscup.ru
— An indication of exhibitions in which “Coffee and Tea International” and “Coffee and Tea in Russia” magazines take part.
NEWS
2017:
new discoveries, new victories
2–4 March in ECC “Sokolniki” (Moscow) the fourth Russian Coffee & Tea Industry Event 2017 (RUCTIE) took place. RUCTIE is an annual major international event, which can be rightfully called the biggest in coffee and tea spheres. March in ECC “Sokolniki” (Moscow) the fourth Russian Coffee & Tea Industry Event 2017 (RUCTIE) took place. RUCTIE is an annual major international event, which can be rightfully called the biggest in coffee and tea spheres. RUCTIE comprises conference, exhibition and professional competitions. Each year, the platform gathers representatives of the tea and coffee markets, those who are familiar with coffee and tea culture. More than 4 000 specialists in coffee and tea spheres, technologists, manufacturers, distributors, coffee-shops and tea-clubs’ owners, stores, as well as barista and tea masters participated in Russian Coffee & Tea Industry Event 2017. More than 80 companies from Russia, Germany, Italy, Kenya, Korea, Hong Kong, China, Japan and other countries presented their products and services within the framework of RUCTIE exhibition. Among the exponents there were coffee and tea producers, coffee and tea materials’ suppliers, manufacturers of equipment, packaging, various ingredients and additional accessories for industries. In the exhibition, on various platforms were held 7 coffee championships, tea championship – the Tea Masters Cup Russia, seminars, educational programs, master classes, cuppings, discussions, the 7th Moscow International Coffee Forum, and the 6th Moscow International Tea Symposium, which have already become a tradition. Also a 3-day conference program has been prepared. The first day in the Conference Hall was rich in tea market reports. Here one could hear about prospects and trends of world and russian tea markets, learn about the latest marketing researches in the tea segment. Great emphasis was put on the tea standardization in the twenty-first century. The second day was entirely devoted to Russian and world coffee markets. This day representatives of various producer companies delivered their speaches and shared their vision on the coffee market, both the specialty and the soluble coffee segments. Experts from major analytic companies, such as Nieslen, Euromonitor International and NPD Group were invited. Their presentations, which included researches on tea and coffee markets, engaged a large number of listeners, and the program attracted the directors-general of coffee and tea companies. Traditionally, the first two days were crowned by round-table conference on where tea and coffee markets are moving, what changes are expected in the future and what opportunities for tea and coffee companies will appear in Russia. On the last day, you could hear advice of the country’s leading marketing expert. The sessions included such relevant topics as the tea and coffee sales in crisis, right menues for coffee shops, colour solutions for tea and coffee packaging and the promotion of tea and coffee on social media – anything that helps to stimulate coffee and tea sales. There have been many interesting and topical discussions, reports, and presentations in the Business Case area. The discussion “franchise or own brand: what to choose” gathered the owners and founders of the biggest coffee brands. Other topics on opportunities for tea and coffee in other markets were also covered. The discussion about why there are no tea clubs in Russia touched upon issues that concern many tea business’ owners, and the lively interest of the conference guests was sparked by reports on the markets of Ivan tea and Krasnodar tea. One of the new topics covered in the conference program was devoted to mobile coffee shops, which are now actively developing in Russia. Visitors of the conference program have not only been able to expand their knowledge, after listening the reports of the invited speakers, but also to enjoy the excellent bracing coffee Jardin and aromatic tea Greenfield from the Orimi Trade company in the coffee-brakes area organized by the partners and sponsors of the Conference. More than 100 speakers, not only from Russia, but also from Belarus, the United Kingdom, Germany, South Korea, Kenya, El Salvador, Taiwan, France and other countries, took the floor on all educational sites of RUCTIE.
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also revealed its special features. Practicum was the most attractive and interactive zone. There were not just lectures-every speaker organized a degustation to cover the topic of his presentation in a fuller way. The themes varied from the principles how to choose the most suitable water for tea and coffee preparation to a popular method of coffee brewing – cold brew. Each topic was of great interest to the listeners who bombarded the speakers with questions. Newby London company conducted a seminar on the right choice of tea suppliers for the restaurant business, the peculiarities of tea and the composition of a tea menu. There was also a professional tea tasting. Mikale company brought up the subject of innovation in coffee grinders and filter coffee machines, and also carried out cuppings of coffee, grinded on Markibar coffee machines and brewed on Hipster-an innovative filter equipment. The guests who attended the seminar were pleased. Special attention should be given to the Roasting factory. The main theme of the exhibition this year was the national coffee roasting, thus, the Roasting factory was unbelievably popular. This platform had its own stage, where experienced specialists delivered reports on coffee roasting. Seminars on the Roasting Factory have represenThere were more than 25 tastings, more than 30 seminars and lectures, as well as 22 discussion sessions, devoted to the current issues and prospects of the tea and coffee markets. In Seminar Room there were lectures on tea and coffee. The vast array of topics, from buying green beans and the history of tea in Moscow to tipps, how to perform at the Championships were covered on the days of the exhibition. Everyone who visited this zone has disclosed all the secrets of the tea and coffee drinks. In CoffeeTea Lab were carried out more than 12 coffee and tea cuppings, which were open for everyone willing. Hot and tasty tea and coffee not only expanded the participants’ tasteful experience, but also gave them a cheerful and positive mood. On 2 and 3 March, there were two kinds of special cuppings: degustations of Ivan-teas and “Tea experiments”, which comprised cuppings of herbal teas not containing Camellia sinensis and willowherb. The samples were provided by more than 10 companies from all over Russia. The representatives of Korean Buddhist monasteries dealing with tea organized cuppings with the national color. They have demonstarted their national tea ceremony – dayre. Guests from Kenya have arranged degustations of Kenyan teas, and unfolded specific aspects of a tea party in their country. For Russian gourmands the representatives of El Salvador have brought true Salvadoran coffee. Not only did they treat the guests with a brace drink, but
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ted the whole spectrum of topics ranging from the collection and processing of coffee beans to proper ways of coffee brewing in coffee machines of a new generation. Beginner roasters have discovered a lot of useful information which will be helpful in the future, and those who already have some experience in roasting, could refine their knowledge about the production and quality control of coffee. Within three days any visitor to the exhibition could roast coffee on the roaster from the event partner Typhoon Innovation and Aris Pack company provided packaging for roasted coffee. The partner in the coffee category was the Greenсof company. In this area was held a competitive selection for the national award the Roaster of the Year, in which 20 best roasters from all over Russia showed their skills. The participants personally revealed their coffee secrets to the audience: not only did they told what kind
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of coffee they had chosen for compulsory part of the competition, but also prepared it for everyone. For the first time, a special “espresso Bar” zone was organized, where any visitor could not only try to get an espresso from the participants, but also to learn the art of coffee brewing. In the framework of the exhibition was held the 4th Tea Masters Cup Russia, which united tea preparation professionals from all over the country. The championship was organized in a new format with new rules and included not three categories as usual, but four: “Tea Preparation”, “Tea pairing”, “Tea Tasting”, “Tea Mixology”. The winners of the championship are going to the world final in one of the oldest countries in the world. More infrormation about the Tea Masters Cup Russia on pages 42–47. On the platform of RUCTIE there were various professional coffee championships Russian Barista Days. Russian qualifying round of the World Barista Championship 2017 , the Russian qualifying round of the World Brewers Cup championship 2017, the Russian qualifying round of the World Cup Tasters Championship 2017 and the Moscow qualifying round of Latte Art Championship. Also for the first time was held the “Coffee Mixology” championship, where participants needed to create a coffee-based beverage from different ingredients. Russian Coffee Fragrance Championship involved determination of coffee origin only on the basis of the grinded coffee fragrance. Learn more about Russian barista days on pages 8–17. Traditionally, after the second day of the exhibition, the winners of the honorary rank the “Person of the Year” in the coffee and tea industries according to Coffee and tea in Russia magazine were officially awarded. The “Person of the Year” in the coffee industry is Tatiana Elizarova, a quality consultant of SFT-Trading, for a long-year contribution to the development of the Russian coffee market and the promotion of coffee, on the occasion of the 20th anniversary of working of the coffee industry. Radhakrishnan Baskaran was awarded as the “Person of the Year” in the tea industry, for a long-year contribution to the development of the Russian tea market and on the occasion of the 60th anniversary. The awarding ceremony took place on the gala evening, devoted to the 25th anniversary of specialty coffee in Russia. On this occasion an evening reception was held with the support of Montana Coffee, which name is inextricably intertwined with the definition of specialty coffee in Russia and which also celebrated it’s 25 year anniversary. The beautiful festive atmosphere of celebration was harmoniously complemented by live music and a buffet dinner.
NEWS
The organizers of RUCTIE are Coffee and Tea in Russia and Coffee & Tea International business magazines supported by the Association Rusteacoffee. The dates of RUCTIE 2018 are already announced, and the exhibition will be held from 15 to 17 March 2018. The organizers of the exhibition express their gratitude to the sponsors and partners.
Detailed photo report from the event posted on the website
www.coffeetearusexpo.ru
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Greenfield and Jardin at SPIEF
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he 21st St. Petersburg International Economic Forum has come to a close. This year SPIEF attracted a record number of attendees — 14,000 businessmen, heads of international organizations, officials, experts, scientists and journalists from more than 143 countries. Over 3,000 journalists representing 800 media outlets from 45 countries were providing coverage of the Event. 500+ leading experts from Russia, Europe, the United States, Australia and Asia representing different economic schools, development institutions and business communities collaborated on the development of the Forum’s program. The SPIEF’s program featured panel sessions, roundtables, teledebates, business breakfasts and business dialogs. BRICS and SCO conferences as well as a B20 meeting (after a three-year hiatus Russia and the United States resumed their dialog) were also organized as part of the SPIEF’s program.
A plenary session headed by Russian President Vladimir Putin, Prime Minister of India Narendra Modi, Federal Chancellor of the Republic of Austria Christian Kern and President of the Republic of Moldova Igor Dodon was named the Event’s focal point. The Orimi Trade Group has been a long-term partner of St. Petersburg International Economic Forum since 2006, supplying the Russian Davos’ official hot beverages — Greenfield tea and Jardin coffee. This year Orimi Trade has expanded its cooperation with SPIEF by arranging lounge areas introducing guests of the Forum to goods from the Greenfield and Jardin product lines. Here, participants of SPIEF could hang out in an informal setting with a cup of tea or coffee, try signature coffee cocktails prepared with different varieties of Jardin coffee or taste original Greenfield tea blends served in pyramid tea bags.
Brazilian Jose′ Dauster Sette Appointed as ICO’s New Executive Director
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he International Coffee Council met in London at the headquarters of the International Coffee Organization from 13 to 17 March 2017 for its 119th session and decided by consensus to appoint Mr José Dauster Sette (PICTURE) as Executive Director of the International Coffee Organization for a five-year term. Mr Sette is currently the Executive Director of the International Cotton Advisory Committee. He was ICO’s Head of Operations from November 2007 to October 2010 and from November 2011 to December 2012. From October 2010 to November 2011 he held the position of Executive Director ad interim. Council Members congratulated the government of the other candidates who had presented their applications for the role and who were distinguished by the excellence of their qualifications and experience. Finally, Members expressed their warm appreciation to all the Governments to enable a consensus decision to be taken. Source: comunicaffe.com/jose-dauster-sette-executive-director/
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Anuga Organic completely fully-booked The coming Anuga from 7 to 11 October 2017 in Cologne offers an overview of the global market offer of organic products. On the one hand, it shows a concentrated spectrum of organic products in the Anuga trade show “Anuga Organic”. Here, exclusively products are represented, which carry an approved organic certification that is a standard on the market. On the other hand, Anuga exhibitors also have the opportunity to draw attention to their organic products in the other trade shows. The list of companies that present their products here has grown constantly over the course of the past years.
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here is already an excellent number of registrations alone in the Anuga Organic segment: Around 250 companies are expected to exhibit again. They are exhibiting both under the umbrella of organisations or associations and as individual exhibitors at Anuga Organic. Several companies are placing their focus on the trend theme vegan food. Vegan products are also distributed across the whole of Anuga and together with vegetarian and fair trade products these can be localised via the exhibitor database. The level of internationality of the exhibitors at Anuga Organic is also expected to offer a wide range of product diversity. In addition to the cited nations Belgium, Bulgaria, Denmark, Germany, France, Italy and the Netherlands, suppliers from China, Estonia, Greece, Latvia, Morocco, Austria, Romania, Hungary and the USA are represented. The partner country of Anuga, which is India this year, also arouses expectations. Accordingly, numerous products from the organic product range have been announced for Anuga, i.e. tea, spices and pulses. The special event “Anuga Organic Market” is also going to take place again in the scope of Anuga Organic. The focus will be on fresh products this year, i.e. milk and dairy products as well as meat products. The presentation “Anuga OliveOil Market” will once again be staged on the central trade fair boulevard of the Anuga grounds. Experts from the olive oil industry will support the format with background information on cultivation, varieties and production. A very important programme item of Anuga’s supporting programme is the Organic Competence Centre. One of the focuses this year is the implementation of pesticides and the opportunities of ecological cultivation. The trade fair is open daily from Saturday, 7.10.2017 to Wednesday, 11.10.2017 from 10:00 a.m. to 6:00 p.m. Exclusively trade visitors are granted access. 11
Russian best barista gathered NEWS
From year to year competitions among barista are gaining more popularity in Russia, the interest of the participants, sponsors, coffee enthusiasts is growing and these very competitions are becoming the main vehicle of specialty coffee development. From 2 to 4 March in the framework of the Russian Coffee Tea Industry Event there were Russian Barista Days (RBD), which have already became a traditional and most significant place for barista meeting from all over Russia. Within three days barista, roasters, tasters, mixologists were demonstrating their skills in coffee preparation, competing in various championships, and the visitors could dive into diverse world of coffee, explore new tastes and latest innovations of the industry.
The organizer of RBD Coffee and Tea in Russia magazine this year had got a right to hold 3 qualifying rounds of word championships: World Barista Championship, World Brewers Cup Championship, World Cup Tasters Championship along with Moscow qualifying round of Latte Art Championship. All competitions are held under the auspices of the World Coffee Events with the support of Specialty Coffee Association. Certified world-class judges were invited to the Championships: Lauro Fioretti (Italy), Ania Oleksak (Poland), Gloria Pedroza, (Switzerland), Lukasz Jura (Poland). The main scene was occupied with the most important championship – the Russian Barista Championship 2017. In this championship participated 34 barista from different cities in Russia following nine qualifying rounds held in the 2016-2017 season. A world-class equipment helped barista to show their skills. This year, the general technical sponsor of the championship were Nuova Simonelli and the Business Russia, who presented the latest product of Victoria Arduino brand – White Eagle machine. Mahlkönig was the exclusive sponsor of the category coffee grinders. According to the results, the best barista of Russia was Sergey Stepanchuk, Laboratoria Coffee (Moscow). Sergei will represent Russia on the World Barista Championship 2017 in Seoul,
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in Russian barista days again! NEWS
GENERAL SPONSORS
South Korea, in November. Sergey won with coffee from Brasil, Laurina Maria Daterra variety. In the processing of this coffee he used the experience of wine-makers from the French province of Beaujolais – carbonic maceration. The idea of the performance was to present the unique and interesting coffee and it’s compatibility with other ingredients. Sergey’s signature beverage consisted of espresso, Diang Hong tea, peach syrup and nitrogen oxide. The combination of ingredients gave a brand new taste of a beverage, and each of the components could be perfectly traced in the bouquet. The winner of the championship was the world-level prizeMahlkönig K30 Vario Air grinder from the Madian company. Business Russia and Nuova Simonelli – general sponsors of the Russian Barista Championship 2017 of coffee machines category, prepared a special gift for the champion this year, precious for any barista – OSCARII coffee machine. Liliya Gadelshina (Double B, Moscow)with coffee from Ethiopia came in second on Russian Barista Championship. The bronze medallist is Evgeniya Kumpan ( Kumpan Café, Ufa), who also presented the ethiopian coffee. For the first time, a special “espresso Bar” zone was organized, where any visitor could not only try to get an espresso from the
participants, but also to learn the art of coffee brewing. The site was sponsored by the company Business Russia, which provided a few of the best coffee machines of their exclusive brands: Nuova Simonelli and Victoria Arduino. In the Russian Brewers Cup Championship 2017 participated 30 strongest barista of the country, the victory was won by Dmitry Boroday, “Double B” (Moscow). He will represent Russia on the World Brewers Cup Championship, which will be held on 13-15 June in Budapest (Hungary). The winning coffee – is a variety of Arabica, a hybrid of Typica and Burbon, which was grown and processed on the La Palma&El Tucan farm in Columbia. The exclusive sponsor of the Championship – Madian – has gifted to Dmitriy Mahlkönig Ek43 coffee grinder, with it’s help he would be able to prepare for the world championship. The second prize on the Brewers Cup Championship was taken by the winner of the Russian Barista Championship 2016 – Sergey Mitrofanov (Double B, Moscow) with geisha coffee variety from Panama. The third place belongs to Kalyinur Akylbekov (Double B, Moscow) with caturra variety of colombian coffee. Coffee for the open service surprized everyone. Olam Coffee, the sponsor of the championship, prepared for participants a third grade coffee from the Democratic Republic of the Congo, grown
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in the Soprocopiv Cooperative, which brings together producers from a dozen subregions of North Kivu. In the Russian Cup Tasting Championship 2017, took part more than 70 professionals from all over the country this year. KLD Coffee Importers once again became co-sponsores and co-organizers of one of the most spectacular championships. Apart from the on site organization, KLD Coffee Importers were responsible for the selection and roasting of coffee varieties for the championship. Daria Zakharova, the coffee quality manager at the company, shares the coffee-collection secrets and describes what kind of beans was prepared for the championship this year: “The main criterion for the selection of coffee
its quality – KLD Coffee Importers always try to pick interesting high quality grades. This year the task for the participants was simplified: there were no robusta varieties”. Three days of competition determined the winner – Ilya Hlyzov, “Double B” (St. Petersburg), who will also represent our country in Budapest. The second place – Alexander Vorontsov (Shokoladnitsa), the third – Roman Sterkhov (Tasty Coffee). Moscow qualifying round of Latte Art Championship followed the rules of semi-finals. Participants had to prepare a cappuccino with a creative picture, two identical cappuccinos and two identical signature beverages. The general sponsors of the Championship this year were Faema and Aleph Trade, which gave the
pairs for the championship was the similarity of tastes. On the one hand, the difference in tastes should not be obvious to the participant-this determines the complexity of the championship, but on the other hand it is necessary to take into account the fact that if coffee is brewed in dripping method in a filter coffee machine, fineness of coffee is smoothing out. An equally important criterion in the selection of coffee for the championship is
semi-automatic double group coffee machines Faema Emblema S2 and Casadio Enea On Demand coffee grinders. The winner of the championship is Polina Notik (Roast & Crosby). The second prize was taken by Vladimir Bondarenko (Laboratoria Coffee), the third – by Nikolai Shakov (Red Mango). The Moscow competitions were qualifying rounds of the Russian Latte Art Championship, the final of which was held in St. Petersburg on 3–5 April.
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At the Russian Coffee Mixology championship, participants competed in the art of preparing beverages on the basis of coffee, alcohol and other ingredients. “The main idea for us was to give participants the opportunity to show their knowledge and to work with all the ingredients-both with the coffee itself and with the components of the drink” – says Robert Minasyan. “It is the understanding of the composition and the taste of the ingredients as well as the ability to combine them properly that brings the opportunity to create new beverages and disclose the taste of coffee. That is the mission of barista, and that is our strength and responsibility. The participants did their best at the competition. We have seen that professional work with the flavor palette of coffee, as well as an understanding of the flavor structure of different coffee types and classical beverages already give a skill in mixing with any other ingredients. Breaking the barrier between coffee and coffee-based drinks will give us unlimited opportunities, and now our barista can show their worth in the Mixology Championship!“ Natalia Obrutch (Coffee Owl) from Saint Petersburg has become the champion. Natalia used natural processed coffee from Nicaragua. This is a very bright variety, with light “alcoholic” tones and a fruity character. The signature drink of the winner is a variation of the classical cocktail Espresso Martini. The second place in the Coffee Mixology belongs to Vladimir Shagov (Laboratoria Coffee), and the third prize was taken by Catherine Taruta (West4). The championship was sponsored by Faema and Aleph Trade. For the first time the Russian Coffee Fragrance Championship was carried out this year. The winner of the competition is Alexander Karpunin (Coffee Tasters), second prize was taken by Vladimir Dralov, the third – Alexander Selivanov. The organizers of the championship – company SFT-Trading have plans to conduct qualifying rounds throughout Russia, and perhaps in the near future, the championship will gain a significant popularity among the barista. “I think the championship is interesting for several reasons” – comments Tatiana Elizarova, the organizer of the championship. “Firstly, it is easy to conduct. Secondly, a participant has to guess the variety of coffee, and that develops skills. In the Cup Tasting Championship you don’t know what kind of the varieties are there, but here you’ll remember them, even by a fragrance.”
Together with Cup Tasting it would be a global competition for coffee tasters. The competitive selection for the national award the “Roaster of the Year”, which was established by Association Rusteacoffee, is an entirely new form of activity that has aroused a great interest among Russian coffee roasters. According to the rules, participants had to roast coffee provided by r KLD Coffee Importers, any other variety of coffee at the discretion of a roaster. The results were evaluated by the professional judges, and on the last day the visitors to the exhibition were able to evaluate the finalists coffee. Twenty roasters from different cities in Russia participated in the competitive selection, and the award was granted to Daler Machmadov from the Department of Coffee (St. Petersburg). Daniel Panov (KOF) won second place, 3rd place-Denis Zapekin (Uno Coffee & Tea).
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The organizer thanks the sponsors and partners of Russian Barista Days. Next time Russian Barista Days will be held 15–17 March 2018. GENERAL SPONSORS
SPONSORS
PARTNERS
MEDIA PARTNERS
ORGANIZER
SUPPORT BY
Detailed photo report from the event posted on the website
www.baristabattle.ru
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Coffee conquers the world and comes out in force at HostMilano For 24 editions, Sic – the International Coffee Trade Show – has been showcasing the many facets of coffee, through the participation of top industry players and associations and the organisation of tastings and seminars, providing an all-round overview of this versatile and increasingly popular product. ilan, May 3rd 2017 – Black, bitter, lingering and stimulating. Healthy and convivial. Capable of being frozen or boiled. Able to adapt to the world of pastries or to gastronomical delights, without losing its aromatic soul. Coffee is all this and more: a precious, unique product that is unremittingly conquering the world. A product that has made its home at HostMilano, at the historic Sic – the International Coffee Exhibition, which for 24 editions has been welcoming the entire Coffee supply chain and its satellite industries. The proximity to other HostMilano sections, Gelato and Pastry in particular, offers exhibitors numerous business opportunities arising from the prevailing trend of contaminating different sectors. Thus, coffee is increasingly being offered in retail contexts, and becoming an essential element to expand the offering (and the attractiveness) of ice cream parlours, pastry shops and bakeries, with which sectors it has always shared a deep affinity. Ice cream and coffee, in particular, have become virtually inseparable. Not only are they associated and complementary products; they also contribute to the creation of innovative desserts and high-impact recipes: from nitro coffee to creative solutions combining coffee, ice cream and chocolate, through to increasingly targeted pairings of coffee beans and aromas with sweets or spirits, just as happens with wines. Extending over a large macro area, Sic offers visitors a unique overview which, in the next edition running from Friday 20 to Tuesday 24 October 2017 in Fieramilano Rho, will boast more than 480 companies from 37 countries, operating in the Coffee, Bars, and Coffee and Vending Machines sectors. Top industry players will be represented, with Italy in the lead:
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indeed, 66% of all confirmed exhibitors come from Italy, while 34% come from abroad, and in particular 16% from Germany, 12% from Spain, 10% from Switzerland, 9% from the US and 5% from France. A WORLDWIDE SUCCESS, WITH A PARTICULAR BOOM REGISTERED IN ASIA Coffee is enjoying worldwide success and conquering ever-new markets. The focus is increasingly on quality, transforming the product from a mere commodity to a refined and diversified foodstuff. The origin is becoming more and more important – a bit like the cru in wine – as are the different roasting and preparation techniques. This is what is known as the “third wave” of coffee, a movement that, according to Mintel, is led by the United States, where 27% of all new cafés adopt this approach. But the most promising market is Asia, which is opening to the world of Coffee in all its varieties, from the traditional Italian Espresso to the Americano, and through to the subtleties of speciality coffees. Coffee grew globally by 2,7% in 2016 (+ 2,5% in 2015), and three of the top five markets with the strongest growth in the 2012–2016 five year period – Indonesia (19,6% CAGR), Turkey (17,5%), India (15,1%), Vietnam (14,9%) and Chile (12,9%) – were Asian.
NEWS
complished through three “bars”, each of which will present a different way of serving coffee and alcohol, also through the use of period machines and furnishings, thus recreating the coffee culture of that time.
FIVE TRENDS FOR THE FUTURE A double paradigm, therefore, is taking over in the world of coffee, which is growing in volume, quality and variety, and is conquering new channels, such as retail spaces, car dealerships, boutiques, bakeries, ice cream parlours, fast food joints, and so on. Moreover, the product offering is becoming increasingly diversified, ranging from hot to cold, and from mixology to cuisine, with ever-new recipes and pairings. It is this evolving world, focused on new technologies and product quality, that is featured at HostMilano, offering visitors the chance to choose from a wide range of solutions, both classic and contemporary. According to Mintel, there are five main coffee trends in 2017: liquid nitrogen coffee, or Nitro Coffee, which is extracted cold from the bean, without roasting it, to which liquid nitrogen is added to give it a creamy consistency; cascara, an infusion made with the discarded “skins” of the coffee beans; green coffee, “aged” in barrels to amplify its fruity notes and aromas; coffee cocktails; and finally, on the tea front, the increasingly rich and varied products presented at the International Hospitality Exhibition, with “functional teas”, such as matcha and kombucha, taking pride of place, being high in antioxidants and thus extremely healthy. DOZENS OF EVENTS This complex world, from the exquisite Italian espresso to single-origin specialities, will emerge at HostMilano, in all its facets, in dozens of demos, tastings and lectures attended by the main industry players and the leading baristas. A rich schedule of high-level events, therefore, will enrich the Sic exhibition, also through the presence of the leading industry associations. Wce, World Coffee Events and SCA, Speciality Coffee Association will be in attendance with their global coffee samples and demonstrations before the public, preparing espressos and drip-brewed coffee as well as interesting coffee and alcohol-based concoctions. In partnership with Mumac, the two associations will première Cafe Chronology, an event that brings to life three different coffee eras: the early twentieth century, the mid twentieth century and the present day. This journey through time will be ac-
Altoga, the Lombard Association of Coffee Roasters and Importers and of Food Wholesalers, and Fipe, the Italian Federation of Retail and catering businesses, will collaborate at HostMilano 2017 to give life to Coffee and ..., an event entirely dedicated to the world of coffee, from the green bean to its roasting and grinding, and through to the final tasting. The 5th Gran Premio della Caffetteria Italiana (Italian Coffeehouse Grand Prix) – organized by AICAF, the Italian Academy of Coffee Masters, and supported during the finals by Altoga to promote Italian professionalism and Italian products – will be held on 21 and 22 October: a panel of sensory judges will select the best bartender, whose recipe must include at least one typical Italian ingredient. The semi-finals will take place on Saturday, 21 October, during which the three best bartenders from each region will be shortlisted: 50% of the contestants with the highest score will go through to the final on Sunday, 22 October, for the final challenge. On the training front, Hub Coffee Science, an extension of the International Hub for Coffee Research and Innovation, represents a centre for scientific research, where visitors will be able to interact with researchers and use lab instruments to explore the secrets of coffee from an unusual perspective. The public will be offered two experiential routes designed to teach visitors about coffee’s scientific secrets. The first concerns the production process, from bean to brew, while the second addresses a highly topical issue, namely the impact of water on the final product, analysing different types and sampling a single type of coffee bean brewed with different waters. The schedule of events devised for HostMilano by Mixer Educational with Planet One offers a blend of training and entertainment, revealing the magic of mixology through professional workshops and Food Shows. Attendants will be given the lowdown on natural herbs and medicinal plants, as well as being taught new mixing and food pairing techniques. Ancient ingredients will be used to create and transform classic flavours into something new and absolutely groundbreaking. Mixology and cooking masters will thus give industry professionals the chance to return to tradition and learn about the properties of natural herbs, their benefits, and their methods of use. And all at the service of healthy cocktails and sustainable food dishes. For further information, visit www.host.fieramilano.it/en, @HostMilano, #Host2017 and the HostMilano social channels on Facebook, Twitter and Instagram. Fiera Milano Press Office Rosy Mazzanti – Simone Zavettieri Tel. +39 02.4997.7457 e-mail press.host@fieramilano.it Flaviana Facchini – Public Relations Mob. +39 3396401271 e-mail flavianafacchini@gmail.com
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The Trade that Made the Nation – 150 Years of Ceylon Tea Tea is the very first association that arises at the word Ceylon. The second association is a surprisingly beautiful island with endless, green and neat tea plantations. 150 years ago, James Taylor could not think that the tea business he had begun with such passion and good will turn into an industry that would make the country what it is now. And give it the right to say: our tea is the best. This date, on the one hand, is small in comparison to the global tea history, but on the other hand, it is so significant for the country. That is why it is celebrated in Sri Lanka with great joy and scope. We, a group of journalists from all over the world, managed to capture the most important moments of this tea week of festivities, organized with the support of the Sri Lanka Tea Board. INTERNATIONAL TEA CONVENTION IN COLOMBO The International Tea Convention (August 9–11th) was one of the key events dedicated to the celebration of the 150th anniversary of Ceylon tea. More than 300 specialists in the Global Tea Trade and the International Business Arena came to set the tone for stimulating discussions on various topics related to the tea industry. At the opening of the Convention Prime Minister of Sri Lanka, RANIL Wickremesinghe said from the podium: “Tea trade made our country the way it is now”. And this phrase seemed to set the direction for the other speeches. The present country situation is the result of so many efforts of thousands and thousands of people who developed a variety of areas related to the tea industry. Tea plantations from the very start attracted labor from India, created with time a lot of working places. The tea industry gradually formed a strong middle class of those who traded and transported tea. Timber trade began to develop actively as there was a lot of timber from the plantations area. Tea trade attracted ships and new capitals into the country, giving the country the impetus for development. The market has developed and is still developing under the influence of various events of national and international scale. Gaining the independence of the country, the nationalization of tea plantations, military actions around the Suez Canal, the development of the Middle East market, the closing of the tea auction in London, the election of 1977, the emergence of new standards for workers on plantations, war inside the country and many other factors. All this gradually shaped the tea market. As well as the efforts and hard work of the tea pluckers to whom Navin Dissanayake, the Minister of Plantation Industries, expressed gratitude on behalf of the whole country.
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Mr. Anselm Perera, Chairman, Colombo Tea Traders Association, speech at the opening.
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Present Sri Lankian tea market is characterized by a growing share of the segment of small tea growers. Their share in the tea market is 72 percent, and they provide up to 40 percent of tea exports. The number of tea factories is growing, which have reached the level of over 700. But the problem of replanting and aging of tea bushes is acute. Gradually, with the support of trade unions, the rights and standards of work of workers on plantations are strengthened, which positively affects the results. But COP is still the highest in the world, and the productivity is the lowest – all these are issues, along with a shortage of labor, which are very urgent on the agenda. The Colombo auction still holds a strong position, selling up to 6.5 million kilograms of tea annually. Until 2015, there was a significant decline in tea exports (from 43 percent in 2006 to 38 percent in 2015). But now the situation is gradually beginning to improve and the challenge now is in taking a bigger share in the global tea market. And this means also
PR-NEWS
In the foreground from left to right: Dr. Rohan Pethiyagola,Chairman of Sri Lanka Tea Board; Mr. Navin Dissanayake, Minister of Plantation Industries of Sri Lanka; Mrs. Premala Srikantha Director of Promortion Sri Lanka Tea Board.
Mr. Ranil Wickremesinghe, Prime Minister of Sri Lanka
addressing such issues as certification, hygienic certificates that the international market requires. It should be noted that Sri Lanka pays much attention to declining and controlling the use of pesticides – their number is the least in comparison with other countries and the country is proud to be the only one who does not use methyl bromide, which destroys the ozone layer.
TEA FESTIVAL, CEYLON TEA CEREMONY AND CRT TRADE FAIR The program for the celebration of the beautiful tea anniversary was so full of tea and activities that their streams were overlapping each other, setting a choice – which is the best place to go and participate. The tea festival opened with a spectacular and colorful Ceylon tea ceremony, which was introduced by Sri Lanka Tea Board in 2013. Professional dancers in national costumes with their movements and music told the story of tea and treated honorable guests with specially prepared for the ceremony tea snacks and of course tea from traditional porcelain sets. Guests were first introduced to nine most popular varieties of Ceylon tea, and then served finely brewed tea with snacks. The ceremony has strong roots in English tea tradition but there is a strong emphasis on local flavor and customs. The joyful atmosphere of the tea festival attracted a lot of tourists and locals who tasted tea and food, listened to music on different venues of the city. And in general there was the impression of some crazy tea party of Lewis Carol. Cafes and res-
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taurants offered special tea tasting sessions, where brokers talked about the characteristics of Ceylon tea, and on the menu one could order typical snacks for tea and try different sorts of tea. With all the variety of teas that exists in Ceylon, there are 7 main tea regions and 38 subregions. Each of the 7 regions produces teas that have special organoleptic characteristics. Employees of the Sri Lanka tea research institute explain all this variety by the uniqueness of soils, climate, altitude and also by special varieties of tea bushes and different degrees of oxidation of tea leaf during its processing. All this creates the uniqueness of the tastes of each region. So, champagne among all teas is considered the highest mountain tea, growing in the Nuwara Eliya region at an altitude of 6200 feet. It is famous for the bright color of the infusion and a very refined flavor bouquet. A little lower there is the area of Uda Pusselava, which is famous for its slight touch of rose aroma. The next follows one of the most famous tea areas of Ceylon – Dimbula. Here, at an altitude of 3,500 feet to 5,500 feet, different teas are made – from light to dark infusions, very refreshingly mellow, sometimes with barely perceptible shades of jasmine and cypress. Uva which is loc-
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PR-NEWS
ated just below and exposed to the north-east and south-west winds, gives a unique exotic taste to tea. It was with this tea that Thomas Lipton was able to persuade the Americans to start drinking tea. It should be noted that the name of Thomas Lipton in Ceylon is the second most popular after James Taylor, the father of Ceylon tea. Lovers of strong tea would definitely enjoy tea from the lower-mountainous regions – Kandy, Sabaragamuva and Ruhuna. For those tourists who come to Ceylon and have interest in tea, there is a special offer – silver tips and golden tips. These teas are made in almost all tea areas, but they need a certain sort of tea bush. Silver and golden tips are served along with other teas at the tea ceremony and are considered very expensive teas. This is due to the fact that the process of plucking them is very laborious – to prepare 1 kg of silver tips you need to collect 60 kilograms of tea leaves, then separate from the flush the tips that are used for this type of tea. According to the owners of tea boutiques in Colombo these teas are very popular with foreign tourists. At the CRT Trade fair which was also part of the celebration of the 150th anniversary of Ceylon tea, it was possible to find even teas made as Chinese puerh cha, oolong teas, very specially shaped handmade teas. It is encouraging that in his interview the Minister of Plantation Industries stressed that the production of specialty teas is one of the priority directions.
A GLOBAL TEA PARTY, A TEA AUCTION, A BUST OF JAMES TAYLOR AND A BOOK ABOUT CEYLON TEA In fact, what we were able to see during the week of celebrating the 150th anniversary of Ceylon tea was rather the end of the celebration, which began as early as the beginning of 2017 with the unveiling of a sculptured bust of James Taylor at the head office of the Sri Lanka Tea Board. As part of the celebration of the 150th anniversary of Ceylon tea, diplomatic missions around the world hosted a global Ceylon tea party which was
held on July 6 at 5 pm. This tea party was served with the finest tea and specially created for this occasion biscuit from Maliban Biscuit Manufactories, the oldest biscuit manufactory in Sri Lanka. A Grand Charity Tea Auction was held on July 20. The proceeds was invested in charity projects benefitting the work force of the Plantation Sector. And on the same day a memorable book “The 150 Years of Ceylon Tea” was published.
THINKING ABOUT THE FUTURE, BUILDING THE PRESENT During the speech at Tea Convention, the Prime Minister of Sri Lanka paid a lot of attention to the future. He emphasised that there will be changes in many areas, new technologies will come, climate changes will happen, there will be new drinks that will compete with tea, the system of auctions, trade, market processes will change. And may be even we will drink tea that Sir James Taylor could never think of – tea from the 3d printer! No matter how absurd these ideas may seem, the world is changing too fast to predict even for the next 50 years. But there is a need to collect data, analyze and discuss perspectives and the best place for these are conventions, festivals, exhibitions. And the 150th anniversary is an excellent occasion to remind the world once again about the tea and the values that stand behind it, about quality and people who do everything to ensure that this quality is preserved and increased.
The author thanks the Sri Lanka Tea Board for the world of tea that they have shown and for their dedication to the work they do.
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Global soluble coffee market: current trends and 1 prospects for development Georgy Grebinskiy, leading analyst (beverages and tobacco division) of Euromonitor International n developing countries, soluble coffee struggles for its market share because of growing pressure from roasted coffee. At the same time, in developing countries large groups of people are emerging that only beginning to be involved in the active consumption of this beverage and are start with soluble coffee for two main reasons: lower price and convenience in preparation. Owing to these consumers, many of whom are in Asia, the world market will continue to grow in the foreseeable future. In short this is the global picture, but first things first. At the end of 2016, global soluble coffee sales reached more than US $28 billion, thus soluble coffee has retained an honorable third place in terms of this indicator after tea and roasted grinned coffee, outpacing other hot drinks, coffee in capsules, and roasted coffee in beans. However, while on overall global coffee market the shares of the largest categories in terms of value vary insignificantly (soluble coffee – 36%; roasted grinned coffee – 39%), the soluble coffee estimated in volume terms is outshadowed by roasted grinned coffee. The soluble coffee share reaches 27%, while the shares of grinned
I
coffee – 61%. The difference is explained by the fact that to prepare one cup of beverage the different amount of coffee is needed, and that the average price for 1 kg of soluble coffee is higher than for roasted and grinned. On the other hand, in the past few years, the dynamics of roasted grinned coffee was close to stagnation, while soluble coffee grew at a steady pace (Pic 2). Moreover, soluble coffee will continue to develop more confidently in the foreseeable future. It won’t reach the growth rate of coffee in capsules, but will grow faster than roasted grinned hammer coffee. REGIONAL ASPECTS OF DEVELOPMENT
FULL VERSION AVALIABLE To have a better understanding of consumer preferences we can look at the picture 3. We can roughly draw a demacration line FOR SUBSCRIBERS among the boundary between Eastern and Western Europe. Thus,
Hot drinks global retail market Hot drinks US$ 137 Billions
Tea
Fresh ground coffee
Soluble coffee
Other hot drinks
Coffee capsules
US$ 41,6 Billions
US$ 31,2 Billions
US$ 28,4 Billions
US$ 16,4 Billions
US$ 14,4 Billions
Picture 1
1
@ Euromonitor International
consumers of the Western Hemisphere are more loyal to roasted coffee, while the eastern part is more likely to consume soluble coffee. For example, in Brazil, only about 2% of consumption accrutes to soluble coffee, and 98% to roasted. In Uzbekistan, the situation is the opposite: the share of roasted coffee is pitifully small and close to none, so that, in fact all the coffee consumed there is soluble. In recent years, there has been a change in the global soluble coffee market. In 2009 the Eastern Europe region led in the soluble Coffee beans coffee consumption in the equivalent of US$ 5 the amount of the prepared beverage (Pic. Billions 4). However, in recent years the region has shown a stagnating growth. First of all, this is due to a crisis situation on major markets such as Russia and Ukraine (the sum of two countries accounts for more than 50 percent of the sales of soluble coffee in volume terms). The decline in expendable income has had a negative impact on coffee sales in these countries. Besides, the development of specialized coffee shops and the growing knowledge of the consumers prompted
The article presents a magazine version of the presentation on the topic: “Global soluble coffee market: current trends and prospects for development” made by G. Grebinskiy – the leading analyst (beverages and tobacco devision) of Euromonitor International. The presentation was delivered on the Coffee Forum in the framework of Russian Coffee and Tea Industry Event 2017 (2-4 March 2017, Moscow, ECC Sokolniki). – Editor’s note.
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However, to prepare a tea, which would be at least somewhat close to the definition of traditional for this region, one needs time (specific attitude to tea brewing, tea ceremonies, etc.). A modern 0,33 Million tons society lives at a rapid pace and often looks for a simplier alternatives for getting energy during the day, in other words – soluble Coffee capsules coffee analogues (for instance Ground coffee 0,3 Million tons such categories as energy drinks Soluble coffee also are winning in this situation). Coffee beans At the same time the fact, that the region primarily consists of “tea 1,53 Million tons countries”, indicates, that it’s not necessary for consumers to like the taste of black coffee and they 3,43 Million tons would prefer coffee mixes which let down the taste of coffee with *CARG – Compounded annual growth rate different flavors (the fact that Picture 2 @ Euromonitor International coffee mixes are often a cheaper alternative is also playing a role). Another distinctive feature is that Asian consumers (especially in them to switch from soluble coffee to roasted. Although there are still countries in Eastern Europe which show fairly confident growth, the South) are keen on drinking soluble coffee when it’s cold. This such as Serbia, Georgia, Bulgaria, Bosnia and Herzegovina, a relat- particular feature is primarily related to the climatic factor, as in this ively small population of these countries won’t compensate the loss region, and especially in the southern part of it, the climate is fairly warm. In this regard, Asian consumers are particularly interested in on the Ukranian and Russian markets. The opposite situation appeared in Asia-Pacific region as well as soluble beverages, which have a pleasant taste when consumed cold. in the Middle East and Africa. In the period from 2009 to 2016 these Given that the Asia-Pacific region in the foreseeable future will regions showed not only a significant growth – at the end of this account for the major share of the global growth of the soluble cofterm they outranked the Western European region in consumption fee market, one of the major challenges for global brands would be in terms of the volume of prepared beverage. Firstly, these regions to attract Asian consumers considering their distinctive tastes. The are characterized by a low current consumption of soluble coffee key to addressing this issue will be the creation of coffee mixes, per capita (especially in China, India and Sub-Saharan Africa). At which can attract the attention of local consumers. the same time, these regions are distinguished by population Coffee preferences in the countries of the world growth and increased expendable income. This means that in these regions there is a large proportion of the population that has not become a coffee consumer, but potentially can. Moreover, other countries show that the exploration of a coffee-consuming culture often starts with soluble coffee, as this kind of coffee has a lower price and a better usability. Separate attention should be Coffee preferences given to coffee-mixes. In comSoluble dominates (80–100%) More soluble (60–80%) parison with other regions solApproximately equal (40–60%) uble coffee-mixes are much more More roasted (60–80%) popular in the Eastern Asia (Pic. Roasted dominates (80–100%) 5). The majority of the Asian-PaGraph: soluble coffee % in the brewed volume equivalent cific region countries are known as “tea counries”, i.e. countries where tea consumption is higher Picture 3 @ Euromonitor International than the consumption of coffee.
World coffee retail sales
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coffee shop will be possible to imitate. Moreover, the very atmosphere of the coffee shop is an important part, because the consumer often goes to the coffee shop not only for the drink itself, but also for the emotions that are generated within the establishment. Consequently, the absence of this factor affects the incompleteness of the sensations during consumption.
Picture 4
@ Euromonitor International
CURRENT GLOBAL TENDENCIES IN SOLUBLE COFFEE Looking at the global soluble coffee market, it should be noted that in recent years there have been several trends that are worth discussing in detail.
Australasia
Blurred boundaries between soluble and roasted coffee In the last few years, the world’s biggest market players have had new coffees that combine soluble and roasted grinned coffee. Jacob Milicano and Carto Noire Millicano of JDE, Nescafé Azera of Nestlé, Tesco Barista of Tesco (own brand) are brands, which are soluble coffee with the addition of roasted grinned coffee. Thus, companies are trying to blur the boundaries between soluble and roasted coffee and come closer to the taste and flavor of roasted coffee withiout sacrificing the convenience of soluble. In addition, one of the ideas might be to change the reputation of soluble coffee as a quality alternative to roasted coffee. Nevertheless the difficulty is that soluble coffee will never be compared with roasted, because it’s extremely hard to fully simulate its taste and aroma qualities there’s another thing about how to lure consumers who have already gone to fried coffee. North America
Latin America
Middle East and Africa
Western Europe
Asian-Pacific area
Eastern Europe
The brewed volume (billion liters)
Redistribution of leadership between regions
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Soluble coffee “from barista/barista-style” As of the end of 2016, there were more than 100 000 specialized coffee shops worldwide. These facilities cannot but have an impact on consumers. Visits to such facilities affect the consumer’s coffee knowledge, provide a chance to try different types of coffee-based beverages, from a classical espresso to a caramel or pumpkin latte. At the intersection of the soluble and specialty coffee It goes without saying that producers have not missed the opporWhile modern consumers are becoming more sophisticated and are tunity to take advantage of this. The Nestlé company with its brand beginning to pay more attention to such factors, as the geographNescafé is an excellent example. The company’s products are not limited Soluble coffee vs Coffee mixes only to traditional soluble coffee or popular 3-in-1 coffee mixes, they also include variations such as Nescafé Barista, Nescafé Cappucino or Nescafé Chai Latte. All of these products are designed to recreate the popular coffee drinks of the so-called barista style and to create a sense of a coffee shop without leaving the house. Among the advantages there are enhanced opportunities for innov% Of coffeemixes from ation by the abundance of differtotal soluble coffee 80–100% ent types of beverages offered in 50–80% specialty coffee shops, which can 10–50% 0–10% be simulated in a packaged, soluble form. However, it is difficult to reGraph: total volume in the equivalent of brewed liters of a drink create the taste of beverages made of fresh ingredients, so it is unlikely Picture 5 @ Euromonitor International that a favorite drink from a favorite
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REVIEW&STATISTICS
Soluble coffee market future
Projected annual growth (More then 6%) 4–6% 2–4% 0–2% (0–2)% (More then 2%) Graph: the compounded average annual growth in retail sales Picture 5
@ Euromonitor International
ical origin of coffee beans and roasting methods, soluble coffee, which is usually produced from a lower class of robusta, is in a losing position. On the other hand, the specialty segment also faces difficulties, primarily because of high prices, and because some perceive this segment as coffee for snobs. As a result, there were first attempt to create a segment of specialty soluble coffee aimed at a higher additional cost. One example is the American company Sudden Coffee, which began to sell a specialty soluble coffee, the taste of which is much closer to roasted coffee than was possible in the past. According to the company’s representatives, coffee is grown on the more fertile land, which adds sweetness to the seeds. Roasted coffee is brewed, and then out of it with sublimation drying soluble coffee is made. Another example is the brand Lavazza, which, for the first time in 2016, added to it’s product range a specialty soluble coffee made of 100% of Arabica. This segment of specialty soluble coffee has a great potential for additional cost and, above all, targets consumers who want quality but make a primary bid for convenience. Still, it’s worth admitting that companies will find it hard to wash off the stigma that soluble coffee is a lower-quality product. In addition, the success of companies in this segment is closely related to investments into consumer knowledge.
the consumers that value the soluble coffee for the convenience and the inexpensive way to get energy, as well as to enjoy modern beverages. Owing to this segment of consumers, most of which are in the Asia-Pacific region, as well as in the Middle East and Africa region, soluble coffee will continue to grow in the foreseeable future. Increasing the well-being of the population will be an important vehicle of the further development of the market. Even now there are many consumers in developing countries who want to drink more soluble coffee, but they simply cannot afford it. With the increase of expendable income, these consumers will be able to start drinking soluble coffee on a continuous basis. Improving well-being is an important component of growth, which means that potential economic disruptions can adversely affect the development of soluble coffee. In many developing countries, some of which are historically bound with tea, this beverage is only gaining popularity, it is not yet a good of basic necessity and will therefore suffer primarily in the case of negative economic phenomena. Population growth is another factor that distinguishes developing countries from developed ones. Higher fertility in the Asia-Pacific region and in the Middle East and Africa region will also have a positive impact on the further growth of the soluble coffee market. People can start drinking coffee from a young age, and may never start drinking it at all, but no matter what, a large part of the young population will play an important role in the development of the soluble coffee market in the foreseeable future.
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PROSPECTS FOR FURTHER DEVELOPMENT OF THE MARKET So what will happen to the global soluble coffee market in the future? According to the Euromonitor International forecasting model, it is the developing countries that will be the main engine of future growth. The main source will be the part of the population that tries coffee for the first time, these are
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Hot Drinks 2017: Key Insights By Matthew Barry, Analyst – Beverages at Euromonitor International 4. PODS ARE STILL THE FASTEST-GROWING CATEGORY, BUT THEY ARE SLOWING DOWN The market for fresh ground coffee pods is still increasing at 7% annually, but at a slower rate than it did during the review period (18% in constant terms). The category is maturating in developed markets and is unable to make it up with developing markets, as pod machine penetration is still very low. The major exception is Brazil, whose pod market should increase by US$1,2 billion by 2021. Brazil and North America will combine for over half of total growth in pods value during the forecast period.
1. THE HOT DRINKS INDUSTRY IS GROWING STRONGLY AT A GLOBAL LEVEL The global hot drinks industry grew at 5,6% in fixed-exchange rate value terms from 2015–2016, slightly down from 2014–2015 but still indicative of strong global demand. All three major categories (coffee, tea, and other hot drinks) grew by at least 5%, with other hot drinks growing the fastest but coffee gaining the most in terms of absolute value. Economic and population growth out of the developing world are the most important drivers of this growth, but other factors such as health and wellness trends are also helping boost sales. Overall, coffee is 58% of the global hot drinks market by value, tea is 30% and other hot drinks are 12%.
5. INSTANT COFFEE MIXES CATEGORY IS ALSO DOING WELL Instant coffee mixes are growing at a pace of 4% annually, slower than coffee pods but much faster than most other kinds of hot drinks. Nearly two-third of global sales took place in Asia Pacific, with Indonesia and South Korea both bosting billion dollar markets, although there are sizeable (and fast-growing) markets in other regions as well, including in Russia and Turkey. Asian consumers tend to prefer these mixes over standard coffee because of a preference for sweetness, and as a result the strong coffee growth rates in Asia are providing a major boost to this category.
FULL VERSION AVALIABLE FOR SUBSCRIBERS 6. TEA REMAINS THE MOST CONSUMED HOT BEVERAGE
2. AFTERSHOCKS CONTINUE TO BE FELT FROM THE CREATION OF JDE Nestlé and Unilever are the first and third largest hot drinks companies in the world thanks to their dominance in coffee and tea, respectively. Neither company’s share changed significantly during the review period. Number two, Jacobs Douwe Eberts, however, is still a relatively new player in global hot drinks and is in the data in its present form for only the second time. Turmoil continues to follow the creation of JDE, notably the sale of billion dollar coffee brand Carte Noire to Lavazza. The Italian company is now the third largest coffee company in the world as the result of the deal, up from eighth in 2015. JDE also continues to be active on the acquisition front, spending a billion dollars to buy Singapore-based Super Group in late 2016. 3. DEVELOPING COUNTRIES ARE LEADING THE WAY Asia Pacific will be the region that grows the most in absolute value terms during the forecast period, adding US$7,6 billion in value, while the Middle East and Africa will be the region that grows the fastest (at 5% annually). While tea predominates in both areas and will still be a large component of growth, coffee is growing faster and will represent an increasingly important part of the hot drinks market in both regions. Combined with Latin America, these three developing regions represent 68% of forecast growth globally. Brazil, China, and Indonesia will be the three markets that grow the most in an absolute sense, while Ireland should see the fastest growth rate.
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IN THE WORLD Globally, the average person drank 230 cups of tea in 2016, 134 cups of coffee, and 36 cups of other hot drinks. Tea consumption is led by Turkey, with per capita consumption at a rate of 1,793 cups per person. The Swedes are the most enthusiastic coffee consumers at 1,308 cups, while Uruguayans drink the most non-coffee or tea hot drinks at 1,681 cups (of, primarily, mate). Consumers in the Western Hemisphere tend to drink much more coffee than tea, while those in the Eastern Hemisphere typically prefer tea, with the exception of Western Europe, where consumption is nearly equal.
TRADITION • INNOVATION • PERFECTION
TEA MASTERS CUP INTERNATIONAL 2017 September 25–30, 2017 Enshi (China) 7th International Tea Forum and Expo
The 4th Tea Masters Cup Russia 2017 Aliona Velichko On 2–4 March, in the framework of Russian Coffee & Tea Industry Event was held the 4th National final of the Tea Masters Cup Russia 2017. There were 30 participants in four categories. TEA PREPARATION In the cold march morning, eight participants opened the championship with hot tea. In accordance with the regulations, competitors within 15 minutes were to brew tea from organisers and their own. There was a choice between several Kenyan teas: green, black and white. Alissiya Daineko has demonstrated to the judges a strong professional growth she had achieved in a year, the knowledge of Japanese tea and the skills in brewing white tea. It was her who took the first prize.
TEA TASTING As tea tasters say, it is best to taste tea in the morning while receptors are particularly susceptible to taste. So the organisers put this category on the early morning of the second day of the competition. Participants had to taste 10 Kenyan teas and then, in the second round identify 5 varieties out of 10. This was already known procedure. The herbal tasting and identification of a multi-component tea drink composition were a novelty of the category this year. The Head Judge Denis Shumakov was monitoring the process: controlled the correctness and accuracy of the task fulfilment, and recorded the results of the fastest participants. The winners were announced at the end of the day. The first place was taken by professional tea taster Vitaly Bugaev (“Orimi Trade”).
TEA PAIRING Competitions in judges most favourite category began in the afternoon of 3 March. The participants did not fail to amaze and pamper the judges with all sorts of food and beverage combinations, which, of course, had to include tea. Eight participants from five regions of the country presented organisers and masters composition. Anna Svishcheva was the only person among other competitors of this category who was involved into bartender and barista community. What happened was that it was her tea composition, named the Taste of Infinity, that tanks to its taste, combination of tea and a snack, that won the judges approval and they unconditionally awarded her with the first prize.
TEA MIXOLOGY1 The demonstration of the mixology art was the last category of the championship. While watching the performances both viewers and judges enjoyed the imagination of rivals. Seven out of eight participants are professional bartenders. The list of ingredients was announced the day before the championship. Competitors presented mostly alcoholic drinks: only 2 out of 8 beverages were purely tea based. As a tea base, the participants preferred to use aromatised blends more than pure teas, most likely because the blend contained additional flavour notes. The winner was Tatiana Filimonova (Novosibirsk, Cha Ren Tea Club). We can not but wait to see how the achievements of this championship will become an amazing aftertaste and new flavours at the International Tea Championship Tea Masters Cup, which will take place very soon!
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The author expresses a particular gratitude to Anne Fomochkina – the Advisory Board Member of the International Project Tea Masters Cup for detailed explanations on the composition of competitors’ compositions, which has made it possible to penetrate all the subtleties of the art of mixology and to appreciate the participants’ creativity. (author’s note).
NEWS
Singapore has joined Tea Masters Cup in the new season! M arch 4, 2017 the day after TMC Russia was over in Moscow, for the first time Tea Masters Cup Singapore was conducted. Seven talented, devoted and creative masters participated in the competition. Following the results were defined masters who will represent Singapore on the Tea Masters Cup International. They are Dave Lim (Sun Ray Cafe) who has become the winner in categories Tea Preparation and Tea Pairing, and Darren Chang (Smitten Coffee and Tea), who has taken the first prize in the category Tea Tasting. Currently 18 countries are involved into Tea Masters Cup: Argentina, Australia, Belgium, Vietnam, Georgia, Indonesia, Spain, Kazakhstan, South Korea, Latvia, Poland, Russia, Singapore, Turkey, Ukraine, France, Czech Republic.
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Tea Championship and Art: Following the TMC Belarus in Minsk Aliona Velichko national coordinator of Tea Masters Cup Belarus In Minsk on 18-19 March, the third tea championship was held, that was an enquired and awaited event. Each year TMC Belarus is conducted as a sustainable event, and each time it comprises interesting participants, numerous degustations and tea presentations.
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his year as in many other countries the national championship Tea Masters Cup Belarus included a new category – tea Mixology, but without organisers tea. According to new regulations all categories now include organisers tea part, so the tea tasting part got a little bit more complicated and it was decided to conduct the championship during two days and on two different sites. On the first day the competition was held in the National Art Museum of the Republic of Belarus, which comprised two categories: Tea Preparation and Tea Pairing. The second day of the competition was carried out at Beijing Hotel, there were categories Tea Mixology and Tea Tasting. There were a “happy number” of rivals: 13. Almost all of them competed in several categories, hoping to win in at least one of them. But victory goes to those for whom stars, skills and a little bit of luck are alined. Svetlana Veremetsko was literate, clear, tidy, and confidently brewed two red teas: the organisers Ceylon tea and her masters tea Golden Needles with red fluffs, using pour-over to brew Chinese tea and a tea pot for Ceylon. Almost all judges rated her as the winner of the categories Tea Preparation, with a long shot she took the first prize. In the category Tea Pairing the first place was taken by Aleksandr Braznikov, who not only qualitatively brewed organisers’ tea, but also created a very unusual masters composition – he infused tieguaning with a cold birch juice, saturated it in syphon and served to judges in champaign whine glass with a snack, which he prepared as a jelly out of juice. On the second day in the category Tea Mixology participants showed their creativity and surprised judges. The bartender of one of the metropolitan restaurants, Aleksander Brazhnikov, won with the mix of puer, herbal liqueur and milk foam. It’s the second year in a row when Aleksandr wins in the category Tea Pairing and the first time in the category Tea Mixology. In the category Tea Tasting competed 11 participants. The best result belongs to Kirill Parchinskij, who was the first who identified the largest quantity of teas and showed a good result in herbs. Tea Masters Cup is always more than tea, it is communication, challenge, exchange of experience, lots of tea and tea stories. This topic has so many facets that, hopefully, they will go a long way! The organisers express gratitude to all participants, partners, and guests for the wonderful tea mood in these two wonderful days!
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NEWS
Tea Masters Cup Australia & New Zealand – Champion Announcement
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he second annual Tea Masters Cup Australia/New Zealand took place in Melbourne on the 31st March 2017, with steep competition resulting in a tie for the winner of the Tea Pairing Category. Eight entrants competed on the day, showcasing their talent in tea brewing, tea and food pairing and tea tasting. An expert judging panel, made up of tea and food experts, tried over 20 different teas throughout the day including rare black and green teas, and fragrant floral oolongs. “This was a highly competitive event,” says Sharyn Johnston, founder of Australian Tea Masters, and global advisory member of Tea Masters Cup. “The entrants really showcased the level of high quality tea knowledge and service we are wanting to achieve all over Australia. It is inspiring to see that level of passion and enthusiasm for tea from people who are prepared to experiment with new ways of brewing, presentation and service.”
Competition was fierce in the Tea Pairing category, with judges unable to decide the winner between an inspiring Indian themed tea performance featuring a pairing of a raw chocolate dessert with a specialty Indian black tea, and an authentic Japanese themed pairing with a delicious savoury dish of fish paired with a roasted Japanese tea. A draw was called and the final winner was decided by lottery. We believe this was the first ever tie called at any Tea Masters Cup event worldwide. The winners of Tea Masters Cup Australia/New Zealand 2017 are: 1. Tea Preparation Category – Cheryl Teo 2. Tea Pairing Category – Dorothy Chan 3. Tea Tasting Category – Ruan De Witt The winners will compete in the Tea Masters Cup International World Championships later in the year. The tied winner of the Tea Pairing category, Mary Jane Hua, will also compete in the world championship. The event was sponsored by award winning tea company, Lumbini, and was held at the Australian International Tea Expo. Initially launched in Moscow in 2013, Tea Masters Cup fever is catching on internationally, drawing large crowds across twenty countries including Russia, Belarus, Latvia, Ukraine, Turkey, Vietnam and South Korea. It is quickly becoming the largest event on the international tea calendar. Contact: To learn more about this event or the winners, please contact Sharyn Johnston at Australian Tea Masters on +61 400 918 892 or info@australianteamasters.com.au.
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Tea Masters Cup Georgia 2017 O
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n 23 April, in Tbilisi, Georgia, Mtatsminda park hosted guests and participants of national competition among Georgian tea masters – Tea Masters Cup Georgia 2017, which was organized in the framework of Tbilisi Tea Festival. Apart from local tea producers, there were guests from Iran, Russia, Belarus, China, Ukraine and India. The students of the Tbilisi School of Tea, as well as the tea enthusiasts, demonstrated their skill in tea preparation. A total of 10 masters participated in three competition categories. The panel of international judges was led by the Head Judge Alexander Wagner (Russia). The competition took place in a welcoming and informal atmosphere, enabling the rivals to show their best skills. The winners of the Tea Masters Cup Georgia 2017 are: – In the category Tea Preparation – Ana Giorgashvili, who demonstrated her tea brewing skills in the best traditions of the Chinese tea ceremony. – In the category Tea Pairing – Giorgi Bitadze, who amazed everyone with a unique georgian purple tea paired in combination with sweets made from walnut jam and lime. – In the category Tea Mixology – Marie Bugadze, who treated the jury to delicious Indian tea masala. The winners will be able to participate in the Tea Masters Cup International 2017.
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NEWS
TMC Czech Republic already comprises competitions in 2 categories T
MC Czech Republic started the qualifying round with a Tea Pairing category which took place 30th of April in Brno (Hotel Voroněž). Karel Veverka won the title of the best tea master. Tea Preparation category gathered 7 participants on the 13th of May in Vila Lanna Hotel (Prague). Libor Andla won the title of the champion, he prepared Georgian high-mountain Manuel collected black tea and after that Japanese green tea Kukicha Karigane. Professionals in tea community were judges. Next competitions in Tea Tasting category will be on the 11th of June in Brno in a frame of Tea and ceramic days in Brno festival. Tea Mixilogy competitions are also planned. So, Czech Republic is going to direct their winners from all categories on Tea Masters Cup International.
Tea Masters Cup Italy alerio Vitiello has won the Tea Masters Cup Italy 2017. A bartender from Sardinia will represent the country at the Tea Masters Cup World Championship. The second national championship of Tea Masters Cup Italy was held on May 11th at the prestigious TUTTOFOOD exhibition in Milan. This year, the Masters competed in one category – Tea mixology. Tea Mixology is a new challenge submitted at Tea Masters Cup Italy 2017 for the first time. This innovation can attract talented young people as well as business representatives of the café and bar sector, which is today the largest and most important in Italy. Valerio Vitiello won with a cocktail based on Earl Grey tea called The Way of Drink Tea. “I did not expect to be a winner,” commented the champion. “I have never been out of Europe”. “Tea Masters Cup will be an excellent opportunity for me to travel beyond it’s borders.” The new Italian champion, aged 29, was born in La Maddalena, Sardinia, a bartender in Arnade, in the Aosta Valley, is connected with the ABI Professional Bartenders Association and believes that tea has a great potential. The judging panel of the national Tea Masters Cup Italy included specialists in Mixology and tea tasters. The Head Judge was Gabriella Lombardi, a tea taster and the president of the Protea Association, the official coordinator of the Tea Masters Cup Italy. It.teamasterscup.com
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TMC Spain On the July 6th for the first time was held Tea Masters Cup Spain. As the participants have shared on the event’s page nervousness was replaced by the excitement: things which had seemed possible only in dreams came true! Tea Masters Cup in the category Tea Pairing took place in Teatro Principal, Valencia. The building was constructed specifically for the theatre in 1854 and its restaurant area served as the competition zone of the tea masters competition. Following the championship results the winner is Yuli Perpén Pérez from Spicy Yuli – a specialized shop selling tea, spices, bakery, candies and other accessories for the products. She will represent Spain in China on the international competition.
Source: https://www.facebook. com/TeaMastersCupSpain/
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Tea Masters Cup is going to China! We are happy to announce that the World Final – Tea Masters Cup International (cycle 2016-2017) will be held in China, 25–30 of September, during the 7th International Tea Forum and Expo in Enshi (Hubei, China). For the first time the world final championship among tea specialists – Tea Masters Cup – is going to the tea native country – China, to the province where Lu Yu, the greatest person who created the first monograph on tea – The Classic of Tea (茶经), was born. Tea masters and guests from more than 20 countries will witness and take part in a tremendous tea event. On September 25-28 they can take part at: – competitions of national champions from different country in the categories Tea Preparation, Tea Pairing, Tea Mixology and Tea Tasting; – conference meetings on the important aspects of tea industry development; – exhibition of tea companies of Hubei province. On September 28–30, when the competitions will be already over, guests and tea masters can join a tea journey around Hubei province, where one can not only have a closer look at tea of this region, but also, learn its culture, establish new contacts and revive with the energy of the province’s magnificent nature. Tea Masters Cup International 2017 will be organized in cooperation with the China Chamber of Commerce of I&E of Foodstuffs, Native Produce and Animal By-Products (CFNA).
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We are glad to welcome Tea Masters from all over the world to Enshi this September – it will be a great show! Source: teamasterscup.com
NEWS
World of Coffee Budapest ends on a high skills. 2017 World Coffee in Good Spirits Champion, Martin Hudak from Slovakia. World Cup Tasters Championship – The World Cup Tasters Championship awards the professional coffee cupper who demonstrates speed, skill, and accuracy in distinguishing the taste differences in specialty coffees. 2017 World Cup Tasters Champion, Lok Chan from Hong Kong. The World Cezve/ Ibrik Championship – This championship showcases the Cezve or Ibrik, one of the oldest forms of preparing coffee. 2017 Cezve/ Ibrik Champion, Karthikeyan Rajendram of UAE. Congratulations to all champions and competitors on their incredible performances! We can’t wait to see you all again next year.
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hey came in the thousands to follow the hugely successful World of Coffee (WOC) to Budapest for Europe’s greatest coffee gathering. Over 6,800 people from over 100 countries met with more than 2,350 exhibitors at 234 stands over the 3-day event at the renowned Hungexpo Fair Center, breaking attendance records. Coffee professionals and enthusiasts attend WOC each year for inspiration, education, industry networking events and to witness some of the best baristas in the world compete in high level competitions.
THE WINNERS’ ENCLOSURE! The best of the best in coffee making talent took part in various competitions and after exacting standards and fierce competition, everyone cheered as the winners were announced. World Brewers Cup – Competitors worldwide competed on a national level to represent their home nation at the World Brewers Cup. 2017 World Brewers Cup Champion, Chad Wang from Taiwan. World Latte Art Championship – Celebrating artistic expression, baristas are judged based on visual attributes, creativity, identical patterns, contrast in patterns and overall performance. 2017 World Latte Art Champion, Arnon Thitiprasert from Thailand. World Coffee in Good Spirits – The World Coffee in Good Spirits Championship promotes innovative beverage recipes and mixology
BEST NEW PRODUCT AWARDS Each year, the Specialty Coffee Association’s Best New Product Awards recognizes new products that represent quality and add value to the specialty coffee and tea industry. The Best New Product Awards for 2017 went to: · Coffee Accessories – Espazzola, PROTONEA Senger · Consumer Equipment (Non-Electrical) – Cafflano Kompresso, Beanscopr Co, Ltd. · Open Class – Flor de Café, Flor de Cafe · Open Class, Special Mention – Tonino, Marko Luther & Paul Holleis GbR · Packaging – Upcycled Denim Bag, Coffee Bird Limited · Specialty Beverage Flavor Additive – Garden Mint Lemonade, DaVinci Gourmet · Specialty Beverage Stand Alone – Chalo Chai, Chalo · Technology – RØST Sample Roaster, RØST COFFEE AS · Commercial Equipment – Marco Mix, Marco Beverage Systems · Commercial Equipment, Special Mention – Conserv 75E, Pentair · Commercial Equipment, Non-Electric – Foam Locus, Nuova Ricambi AMSTERDAM 2018! All eyes are now on Amsterdam as WOC moves to the Venice of the North for the 2018 event. Bookings for exhibitor space at World of Coffee Amsterdam opened in Budapest and over 70% of stand space has been sold so don’t miss out on being a part of this great event. Source: worldofcoffee-amsterdam.com
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The selfless flower Aliona Velichko “… Rosebay is a very warm flower. When the autumn cold freezes grass, there is no frost around rosebay. Because rosebay is surrounded by warm air. This flower evolves heat. And in this warmth all its neighbours grow without fear, all fiblish springs, until winter won’t cover them with deep snow as a cotton blanket. And we should note that rosebay always grows close to young pines. This is their guard, their protector, their babysitter. It happens, in the biting frost the whole top of a rosebay would freeze off, but it still wouldn’t give up, would live and radiates warmth. The selfless flower!...” Konstantin Paustovskiy
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ROSEBAY REALLY DOESN’T GIVE UP!.. There is now a great popularity of Ivan Tea in Russia (also known as rosebay or fireweed). The second part of the complex word, which is the name of the plant and the product made of it – “tea”has been ranking rosebay together with tea for its entire history of the last couple of hundreds of years, though they’re not even distant relatives, and have never grown side by side. The well forgotten old recipe for a hot beverages from rosebay has received renewed attention, and even provokes lively consumer debates, while somehow contriving to divide debaters into its unconditional followers and those who don’t understand all the bustle around it. Everything that happens may be called “fashion” or a trend, but the fact remains that the bulk of Ivan-tea is growing and at the same time new kinds of Ivan Tea are emerging depending on the degree of fermentation. And in all of this diversity, which is appears on the marketplace, new scientific and marketing studies are essential, the spontaneous return to the product needs a certain framework and, of course, truthful stories. WHO IS OLDER Rosebay is a very common plant that is referred to by grandmothers and the great grandmothers, emphasising its longstanding fame in the Slavic territories. After its mass production in village of Koporye it also got the name Koporskiy. There it was fermented to look like a well known by that time in Russia black tea for the first time. It is believed that rosebay got an unenviable role of the loser when . And apart from the subsequent neglect it was given an even more offensive definition – tea counterfeit and substitute. There were reas38
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ons for that. If numerous stories put of the past are true, it was mixed into tea or it substituted tea to get a bigger profit. We remember that tea was a very high-maintenance item, and not very well known, which was a perfect ground for any fraud with an unknowledgeable buyer. For quite a long time, rosebay was forgotten and abandoned, and we won’t study whether this was a conspiracy of enemies or if there were other reasons. We can definitely say, that lately, it is Ivan Tea that is entering the market with a new power, and claims to regain old popularity. And who knows-maybe it will compete for the fame with Chinese tea. WHERE IS IT MORE POPULAR Judging by the stories containing a gigantic numbers illustrating Ivan-tea export abroad, the demand has not yet reached such a peak. And the popularity of rosebay is still mire characteristic for the slavic countries, where it gradually saturates rapidly growing domestic market. The growth of domestic market is accounted for several consumer groups: (1) Adherents of slavic cultures and consumption of products, grown on the homeland (2) Those who are concerned with a healthy lifestyle without beverages stimulating the nervous system (3) Those who are sensitive to caffeine (4) Those, who want something new 5) Those who like the taste of this beverage. WHAT IS TASTIER AND HEALTHIER? We often face disputes about what tastes better and is healthier: Chinese or Ivan tea. Interestingly, these disputes have been fought for centuries, and evaluations have been diametrically countervailing. Historians have given different feedback on fireweed in ancient times, from enthusiastic praise to fairly
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negative characteristics. But it’s a different time. As technology and knowledge about these technologies grow, especially in the tea production, the diversity of rosebay is growing, reflecting both its taste and its properties. The thing is, that in rosebay there are a lot of enzymes that make it possible to run different processes in the same way as in the tea leaves, that results in increase of its usefulness and changes in its taste. The diversity of rosebay follows the footsteps and technologies of Chinese tea. For example, there is a rosebay produced with puer technology – also pressed in a tile. However, the whole diversity resembles an interesting and delicious experiment, but not a mature and formed trend. We are bound to return to the issues of classifications, standards that are lacking in the same way as scientific data on the properties of the rosebay leaves undergone different stages of fermentation. WHAT IS MORE EXPENSIVE Between 18 and 19 centuries, rosebay was a dozen times a cheaper than expensive tea. Now it is possible to find some tea and rosebay varieties with the same price. A fairly high price for Ivan Tea can be explained as in the case of manual tea plucking and preparation, a special habitat or a manufacturing method that is used by a recognised master. What will eventually regulate and determine the price of Ivan tea: is its availability or level of quality, production or quantity? Time will tell,
but this matter requires special consideration and attention. In conclusion, it would be better to leave an open question rather than a summary. There are many useful herbs and leaves of trees that can be dried, fermented, and bring a good benefit. Why, for many years now, among all the herbs rosebay has been standing out? Its properties are good, but for someone they are no more attractive than, for example, the properties of aise-weed or thyme. Yes, there’s something special about Ivan Tea taste, and when you drink it before bedtime, it’s true, that the sleep is heavy. But the world is diverse, and each plant contains its answers to some questions, and this is not about what is better or worse, but about what each situation has it’s own solution. What do you think? What is the secret of rosebay? Or is there any secret at all?
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