TAUNUSSTEIN, Germany – BRITA, the expert in optimising and customising drinking water, will exhibit at the inaugural World of Coffee in Asia. BRITA is a growing presence in the region. The company sees strong interest in specialty coffee in Asia, with increasing demand to customise the taste of coffee to individual preferences. BRITA will be supported by official distributor Global BNP. World of Coffee takes place at BEXCO, Busan, South Korea from May 1st – 4th.
BRITA at World of Coffee in Busan
The Specialty Coffee Association (SCA) is hosting World of Coffee on the Asian continent for the first time. The event will showcase coffee innovation and culture for coffee professionals and enthusiasts. As a global brand in water optimisation, BRITA is keen to attend and support the specialty coffee community. Baristas will experience BRITA filtration technology and expertise first-hand.
“Asia has been important for BRITA since the 2000s,” says Miles Dawson, Director of International Development Group Strategic Sales Professional Filter. “We’ve now got subsidiaries and distribution partners across the region. And we see strong interest in specialty coffee there, particularly customising taste to individual preferences. So, we’re delighted to join the SCA’s first Asian World of Coffee event, together with Global BNP, our official distributor”.
Dawson adds: “BRITA supports the coffee community in Asia and beyond. We give them the best water filtration expertise they can get. Water quality has a huge influence on the taste of coffee. After all – a cup of coffee is 98% water, so you want that water to be the best it can. We look forward to sharing all we know about water with the specialty coffee community.”
BRITA offers quality filtration solutions for tap water, regardless of the mineral composition of the local supply.
The broad range of BRITA filters, tailored to individual needs, provides the basis for perfect hot drinks. In coffee brewing, water filtration is particularly important. Unwanted elements that could impact taste or aroma are effectively removed. This brings out the best of the natural coffee bean characteristics for baristas.
BRITA has a long-standing partnership with Global BNP Co., Ltd. as official distributor for professional filters in South Korea. Together, BRITA and Global BNP offer water analysis, consultation and all-inclusive after-sales support to coffee and other HORECA professionals in the market. A particular highlight is the BRITA Sensory Experience Center, launched in 2023.
BRITA looks forward to attending World of Coffee Busan 2024 and demonstrating its ability to deliver the best water for the perfect brew.
The company has a long association with SCA events. BRITA filtration expertise ensures meeting both SCA specifications and individual taste preferences.
At the BRITA booth, visitors can take part in fascinating activities showcasing the wonder of water. They can discover the unique BRITA Water Wheel with its dimensions of taste, odour and mouthfeel. BRITA sommeliers will explain more about the sensory dimensions of water. Filtration experts will share their knowledge, demonstrate BRITA products and answer questions. So, coffee enthusiasts can experience first-hand how BRITA filtered water is the first step to the perfect cup of coffee.
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About the BRITA Group
With total sales of 664 million euros in business year 2022 and 2,262 employees worldwide (of which 1,221 are in Germany) at the end of 2022, the BRITA Group is one of the leading companies in drinking water optimisation and individualisation. Its long-established brand BRITA has a leading position in the global water filter market.
The family-owned company based in Taunusstein near Wiesbaden is represented by 30 national and international subsidiaries and branches as well as shareholdings, distribution and industrial partners in 70 countries on all five continents. It has production sites in Germany, the UK, Italy and China.
Founded in 1966, today the inventor of the household water filter jug develops, produces and distributes a wide range of innovative drinking water optimisation solutions for private (water filter jugs, on-tap systems and BRITA Integrated Solutions for small and large electric appliances by renowned manufacturers) and commercial use (hotel sector, restaurants, catering and vending) plus mains-fed water dispensers for offices, schools, restaurants and the hygiene-sensitive care sector (hospitals, care homes).
Since 2016 BRITA has been working with Whale and Dolphin Conservation (WDC) to protect the world’s oceans from plastic waste, thereby helping to protect whales and dolphins. For more info click here.
