TAUNUSSTEIN, Germany – BRITA, the expert in optimising and customising drinking water, will be exhibiting at World of Coffee, Europe’s largest specialty coffee event. The company will be once again be official water filtration sponsor for the WCE World Coffee Roasting Championship. The company will also be showcasing its industry-first PURITY C iQ intelligent filtration technology. World of Coffee takes place at the Bella Center, Copenhagen, from June 27th – 29th 2024.
BRITA at World of Coffee Copenhagen
World of Coffee, organised by the Specialty Coffee Association (SCA), is Europe’s premier event for coffee professionals. The festival of coffee innovation, culture and knowledge returns to the Nordics this year.
The show has more than tripled in size in less than a decade. This year it will host four of the World Coffee Championships (WCC) competitions. BRITA will be supplying water for the World Coffee Roasting Championship to exact WCC specifications. Baristas will experience BRITA filtration technology and expertise first-hand.
“We’re delighted to be supporting the specialty coffee community in our home region Europe. And proud to be sponsoring the World Coffee Roasting Championship. We’ve partnered with the SCA for over a decade now,” says Thomas Hörning, Vice President Strategic Marketing Professional Filter of BRITA. “They trust our filtration expertise to deliver first-class water – every time. 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. Water filtration is particularly important when brewing coffee. It effectively removes unwanted elements that could impact taste or aroma. This brings out the best of the natural coffee bean characteristics for baristas.
BRITA is confident that the World Coffee Roasting Championship will be an even playing field. As the official water filtration sponsor, BRITA will provide top-quality water for all competitors. And ensure that all water meets exacting WCC specifications.
BRITA will be showcasing the PURITY C iQ technology at Copenhagen. This industry-first smart filtration system takes the guesswork out of filter changes. Intelligent sensor technology detects and reacts to changes in the water. This ensures consistently high cup quality.
At the BRITA booth, located at CF-014, visitors can take part in fascinating activities that showcase 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.
Visitors can meet well-known guest brewers, such as Wendelien van Bunnik or Andrea Villa. Filtration experts will share their knowledge, demonstrate BRITA products and answer questions. In short, 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 BRITA
With total sales of 691 million euros in fiscal year 2023 and 2,314 employees worldwide at the end of 2023 (including 1,216 in Germany), the BRITA Group is one of the leading companies in drinking water optimization.
Its long-established brand BRITA holds a top position in the global water filter
market. The family-owned company, headquartered in Taunusstein near Wiesbaden, Germany, is represented in 69 countries on all five continents through 27 national and international subsidiaries or operating facilities, as well as investments, sales and industrial partners.
It operates five production facilities in Germany, Great Britain, Italy and China. Founded in 1966, the inventor of the household water filter jug today develops, produces and distributes a wide range of innovative solutions for drinking water optimization, for private use (water filter jugs, pipe-connected systems, sparkling water makers as well as BRITA Integrated Solutions for small and large electrical appliances from renowned manufacturers) and commercial use (solutions for hotels, restaurants, catering and
vending machines) as well as water dispensers for offices, schools, the catering industry and the hygiene-sensitive care sector (hospitals, care homes). Since 2016, BRITA has been working together with Whale and Dolphin Conservation (WDC) to protect the oceans from plastic waste and as such to protect whales and dolphins.
