SCAE World of Coffee 2012 partners with Julius Meinl

The Specialty Coffee Association of Europe (SCAE) World of Coffee 2012 has partnered with Austrian coffee company Julius Meinl at Europe’s largest coffee industry event. Taking place in Vienna, Austria at Messe Wien Exhibition and Congress Center from 12 – 15 June, Julius Meinl will present the single estate coffee Pasión de Brasil as its signature coffee at the SCAE World of Coffee. The Pasión de Brasil Arabica beans come from the fertile highlands of Brazil’s Carmo Estate region and matures under South American sun. The public will have the chance to celebrate Julius Meinl’s 150-year anniversary by watching the World Barista Championship finals on 15 June, streamed live to a stage in the city centre in Vienna.  The live stream will be an opportunity for the coffee loving public to see and understand the talent and skill required to become the best barista in the world. “We’re very excited about our partnership with Julius Meinl for both the special edition Pasión de Brasil and our live-streaming at their 150th anniversary celebrations,” says David Veal, Executive Director of SCAE. Trade visitors can now register online for SCAE World of Coffee and its feature events, including the SCAE New Product of the Show Awards, Volunteer Program, Social Program and Business of Coffee conference. The SCAE Business of Coffee conference is a new addition to the 2012 event to be held 12 June in the Hotel Imperial. It has been designed as a platform for comment, advice and debate on the industry. Speakers will present topics including emerging coffee house trends, latest statistics from the European Foodservice industry and results of the SCAE’s Gold Cup Research into filter coffee. For more information visit

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