Allegra Events announced on 28 July that it will launch a new competition called Coffee Masters in 2015. The new fast-paced, multi-disciplinary barista competition will make its debut at The London Coffee Festival from 30 April – 3 May at the Old Truman Brewery. Entrants will compete for the Coffee Master title and a £5,000 (US$6700) cash prize. The event will be judged by a panel of key industry figure heads. The knockout-style championship will see 16 baristas showcase their skills across a broad range of disciplines over three days – Cupping, Brewing, Latte Art, The Order Challenge, The Signature Drink and The Espresso Blend. “We are very excited about launching Coffee Masters at The London Coffee Festival,” says Ludovic Rossignol, Head of Events, Allegra Events. “The Allegra team has worked very closely with the industry to design this new competition model, which provides the audience with a front row seat to witness world-class baristas competing in a unique, vibrant and highly-entertaining one-on-one battle competition. Coffee Masters will add to the overall buzz and excitement of the event and complement the mix of experiential, interactive festival features already existing.” Working alongside the team at Allegra Events, DunneFrankowski, the creative coffee consultancy, has been charged with project development and management of the competition onsite. Baristas will be able to enter the competition from 1 October 2014 by submitting a one-minute video presenting a ‘Signature Drink’ as well as answering the question ‘What makes you a Coffee Master?’ Contenders will be chosen based on the level of creativity, passion, skill and personality evident in the video. Full details of the registration process, challenges and competition rules will be released on The London Coffee Festival website in the coming weeks.
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